Store design or retail design is a creative undertaking that fuses the expertise of architecture and interior design. It also integrates elements of graphic design, product display, functionality, and point-of-sale advertising. The scope for imagination and creativity in store design is vast, but there are many common design strategies that all retailers can utilise to generate more sales for your business.
Successful store design creates a positive, enjoyable shopping experience for the customer. The space you create not only showcases the products you are trying to sell, but it also draws consumers in and allows them to discover your brand. A positive user experience builds a positive brand perception, which turns customers into repeat customers.
In this post, we’ll be exploring some of the basics when it comes to effective store design that gets more numbers into your store, gets them browsing more products, and most importantly, gets them heading towards the checkout. Smart store design decisions can make a substantial difference to whether you make a sale or not. Here are five steps to maximise sales.
It’s all about first impressions. This is the step that dictates whether a customer goes into your store or not. Here, the things the customer will see will be used by them to subconsciously judge the entire store offering. To ensure maximum appeal to the customer, decorate an eye-catching entrance. Try and tell one story with your shopfront, instead of cramming all your new season range in at once. It’s also a good idea to invest in some positional lights at the top and front of your window. Off-centre lights in the top, front windows are the best option.
The vast majority of consumers, upon entering a store, will turn right subconsciously. The first wall they see is often called the “power wall”, as it acts as a high-impact first impression vehicle for your products. Be sure to give special attention to what you choose to display here, as it can often make or break a sale. Display the products that you know your customer loves, such as brand new limited items.
Now that you know where your customer will turn, the next thing you must do is make them walk and browse your products. Paths will vary depending on the size and layout of your store, but try to create a path that will make your products gain the best possible exposure to customers. This will make them more likely to see something that they might like. Keep in mind that the path should lead somewhere, so it makes sense to place something eye-catching at the end of it.
After putting all the effort into the steps above, it would be wasteful for your customers to quickly hurry past your products without noticing them. One commonly used solution to counteract this is to design breaks, also known as “speed bumps”. Signage or seasonal displays can be utilised to give customers a visual break, as well as encourage impulse purchases. It is recommended to change these speed bumps regularly to maintain a sense of novelty for repeat customers.
The counter should be located at a natural stopping point in the customer experience, or a path that you have created. If customers naturally veer right upon entry, and they have successfully completed the path, the left-hand side is the best location for your counter, although this will depend on the space available. It’s important that the counter is large enough so staff can deal with customers at ease. Another commonly used trick is to encourage impulse purchases by stocking popular items nearby. Finally, make sure that the wall display behind the counter is captivating and engaging.