When designing a store layout, it is important to remember that the primary purpose is to sell as much as possible. This process should start with the exterior of the shop and continue to the checkout area.
There are several display tricks you can use in retail display systems to encourage customers to enter the store, make sure they buy the product from you and encourage impulse purchases.
Vary the displays
Avoid displays that show just one type of product. Even if such a display does interest a customer, it will only sell one product, while a display with several products has a chance of multiple sales. Use a common theme to link products, encouraging several purchases even if the customer only originally intended to make one. Make sure the displays are interesting. A monochromatic, symmetrical display may look tasteful, but it is not eye-catching. Use contrasting colours to make sure the displays stand out. Make sure you clearly label the prices — customers do not like asking for prices and may leave without purchasing.
Use lighting creatively
Effective lighting techniques can make all the difference to the atmosphere of a store. It is important to get the general lighting right. Very bright lighting can appear harsh, but if it is too dim, the shop may feel uninviting. Highlight displays with spotlights to attract the customer’s eyes and make products appear more appealing. LED light boxes can achieve a similar effect for displaying posters and graphics promoting new products and special offers.
You can’t make any sales if the potential customer does not even enter the store. Effective window displays and point-of-sale display systems outside the shop are invaluable for encouraging sales before the customer has even entered. A window display is an ideal location for showing the product in use, making it more likely to appeal to the customer. A simple example is the shop mannequin. It shows how the clothing looks when worn and what accessories will look good accompanying it. This approach is far more attractive and immersive than only seeing the clothing on a hanger. Pavement signs and A-Boards can extend the sale range beyond the shop premises, piquing the interest of passers-by and enticing them in.
Keep it fresh
Even the best retail display systems can seem dull after the customer has seen them a few times. Make sure you change both window and interior displays regularly to highlight the latest products and offers. You may not necessarily have to replace all the displays. Simply moving them around the store can help keep them interesting and ensure they do not look tired. Display the latest products near the front of the store, but move them to other locations once newer products come into stock.
Know your target customers
Knowing the age, gender and income brackets of your target customers will allow you to gear visual displays to them. Find out more about their interests and lifestyles to make the shop’s image relevant to them, so the shopping experience is a positive one. This approach will not only encourage sales on the day but also encourage them to return for future sales.