5 WAYS TO CREATE A SHOP THAT SELLS
Here's our professionals 5 tips on creating a shop that sells.
KNOW YOUR CUSTOMER
Do you know who your customers are and what they want? Or even dream of?
Take a closer look at your store’s main target group and start developing the store experience in the right direction. The store should meet the expectations of the customer, maybe even exceed them.
Make it crystal clear why the shoppers should visit your store and what benefits are associated with spending time inside your shop front. Putting oneself in the place of one’s customer is the most important thing when attempting to create compelling store experiences and ensure to stay relevant for the customers – now and in the future.
VISUAL MARKETING
When you have gained insight into your customer base, it’s time to start visualising the physical changes you want to make and also define the scale of your changes in terms of budget, ease of use and maintenance for the staff and the compatibility with what you are selling (this being a product, a service or something else).
Shoppers are more likely to step in to the shop if the outlook is attractive. This is because we are visual creatures. It’s important that the visual side of the shop meets the brand, so make sure that the design is similar to the brand, for example colours, shopfitting, materials, details etc. Visual marketing is important, because with a great visual look you’ll have more customer and sales. However: don't forget the other senses - what is the scent, the feel and the sound of your brand?
Because the main target is to get customer buy something, we have to arouse customers interest in the products first. The shop look is also connected to the strategic layout of the store.
STRATEGIC LAYOUT OF THE STORE
What size and shape is your retail? Is there one aisle so that customer will pass the product groups, or do you have some other clever way to get the products to be seen?
There’s a plenty of different layout options: a maze, a grid, straight, diagonal, geometric, mixed store layouts etc. The designated strategic path guides customers through the store space so that they reach more products. With more products, more sells.
What about a place for additional sales or a place for seasonal products? For best results, optimize your store space. Use all of the space to increase sales.
PRODUCT PRESENTATION
In combination with the store’s strategic layout, a good product presentation is also essential in making a store that sells. The way the products are presented are crucial and it is relevant to ask: are the products easy to find? Are the products accessible for the intended target group? In what situation are these products bought (back to the customer insight).
The products can be placed on various store fixtures and furniture, such as shelves, hanging racks and tabels. It should always be easy for the staff to maintain a nice and attractive look on the products displayed and it should be considered where to keep stock and extra products (more colors, sizes, etc.).
OFFER SOMETHING EXTRA
Shoppers of today expect no less than full assortment available (as in the online store) and competent staff, who assist you in the moment it’s required.
Surprise your customers with good service and unexpected ‘treats’ – that little extra that makes the shopping experience memorable. It doesn’t have to be complicated: maybe a lounge area or offer fresh coffee?
A product testing area is a great way to get customers enjoy spending time in the store, while at the same time getting a chance to really know the store and interact with the products. Maybe dedicate space in the store for the customers to interact with each other – around a product or activity-based community (Nike’s running clubs or Lululemon’s instore yoga-classes are good examples of this).