…Avoid overwhelming / confusing the customer – Kelly says…
It’s important your store is inviting and uncluttered. There’s nothing worse than walking into a messy store and feeling totally lost and overwhelmed with the amount of stuff in your line of sight! It will make potential customers walk out, trust me, I’ve done this myself.
Try to reference the layout by colour within a product category to ease the shopper’s identification of products they need or matching products. Take a leaf out of the online/e-commerce store design and display products with other products that they work well/look good with.
2. Make sure your ideal customers can feel at ease, to linger longer: Clare says…
Once you’ve got the potential customer in the store and have presented a beautiful, profitable range, you need to retain them for as long as possible – typically the longer they stay, the more they will spend…
…Make sure your ideal customers can feel at ease, to linger longer: Kelly says…
If you make your customers feel at ease, they will linger longer. Music, lighting, colours etc can all have a huge effect on the stress levels of the shopper. How many times have you left a store because it was too bright or the music too loud?
Try appealing to all 5 senses sympathetically and be aware that the demographic of your target market will feel different in different atmospheres.
- Sight: Use lighting to change the mood of the store and to highlight products on offer.
- Hearing: Music in stores has a huge effect on our stress levels. You may assume a toy store would play children’s songs or nursery rhymes? In fact the parents will feel a lot less stressed if the music is something softer, possibly classical.
- Touch: Allow clients to handle or test the products. This encourages conversation and rapport with your clients.
- Smell: Certain fragrances are calming such as Vanilla or Lavender or Citrus to uplift. Try using seasonal fragrances to evoke a sense of magic, cinnamon around Christmas time.
- Taste: Not always possible but if you can offer free tasters they are a sure fire way of selling more product. Last Christmas Eve I queued up for our turkey in the local farm shop. They had a plateful of sausages for us to try while we waited. Guess what else I bought before I left?
3. Make sure customers can find products in store, and that they have the information they need to buy with confidence: Kelly says…
Your in store signage must be clear and concise. Too many signs will act like a hundred shouting voices, not enough and your customer won’t know where to go.
Keep it simple and in line with your existing store branding. Use fonts and colours that are easily readable from a distance, avoid script or fussy, ornate styles.
Products need to be presented in a way that the customer can understand exactly what they do and how they help them. This is where good Point of Sale and freestanding merchandise displays really come in to play.
Point of sale (POS) or checkout is the location where a transaction occurs. Use this area to display new products, special offers or “no brainer” purchases, for example lip balms, pens, small handbag sized items.
You can be really creative with these displays. Keep them simple and bold. There are hundreds of off the shelf display products you can purchase usually in plastic or cardboard.
Be creative with the products themselves. For example, if you were selling say paper napkins, create origami animals from them – instantly more appealing.