There has never been a better time to talk about retail store interiors. With online shopping becoming the norm in this digital era, how can you keep your retail space relevant? In other words, what would invite a potential customer into your shop and encourage them to make a purchase? At this point you might be thinking; “My product is brilliant, isn’t that enough?” Regrettably, it isn’t. Not in this day and age. 21st Century customers are looking for more than just product. They are looking for a whole experience in your retail space. An experience intriguing enough for new customers, and one that will keep your customers coming back when they want the kind of experience your retail space offers. The good news is, we are here to help!
In this article, we are going to offer you interior design insight to help you create a delightful retail experience for your customers. This delightful experience you aim to create will be the result of a smart store layout design on your part. It is a design that will attract more customers into your shop. It will entice them to browse through the products you are selling, and it will then encourage them to move towards the checkout counter and make a purchase. Remember, a clever design of your space can make a huge difference in respect to whether you sell your products or not.
Firstly, Tell a Story
We see more and more small businesses skipping the use of display windows. This is actually an enormous missed opportunity. Curb-side appeal including display windows are essentially your first chance to engage with potential customers. Get creative and use your display window to tell a story about your product. If your merchandise is expensive, use your display window to convey the image of luxury. Displaying a few key pieces will give the impression that each piece is unique. Similarly, if you want to give potential customers the impression that they are getting a good deal for their money, a little bit of clutter in your display windows will help you achieve just that.
Give Them Space
When a customer enters your store, the area they first step into is called the ‘decompression zone’. This is a transitional area where your customers are transitioning from the outside world into the store environment you have created. This is where customers will make mental judgements about your brand and whether your products are high-end or bargain finds. Since your customers are busy transitioning, they will likely miss any merchandise you place in this area – so keep this area free of products. Focus instead on creating a good first impression and introducing your brand.
Help Them Turn Right
After transitioning into your store environment, most shoppers will turn right. The first wall your customers will see upon turning right is called the ‘power wall’. This ‘power wall’ is a display area that should make the biggest impact on your customers. Perhaps you could use this area to showcase your new or seasonal products. You could even use it to tell the story of one of your products. The important thing to remember is that this wall must capture the attention of your potential customers. Accordingly, give it special attention when designing your retail space and help it standout.
Traffic Route
Lead your customers down a guided tour of your merchandise. Consider the placement of shelves, furniture, and display racks in your shop, and use these pieces to create a clear route for your customers to follow. Also use different flooring or textures in different parts of your space to invite customers to continue exploring – manifest the saying, ‘Where the eyes go, the feet will follow’. This will ensure maximum exposure for your products and a full immersive experience for your customers. Ensure that the route you create takes your customers through the whole store thereby increasing the chances of them buying something.
Additionally, taking your customers down a planned tour is a very good way of controlling the traffic in your store especially during peak hours.
Engage Your Customers
Now that your customers are walking down your planned tour, keep them engaged by placing little surprises at the end of aisles or in the middle. This means that are being led somewhere. Choose little surprises that you can strategically place like baskets of seasonal merchandise, discounted pieces, and end-of-stock items. You can even lead your customers towards a feature walls or an eye-catching display area. The point is, adding an element of exploration and discovery will add to the charm of your retail space and keep your customers from losing interest.
Your Checkout Counter
Having led your customers on this engaging tour, they are now ready to make a purchase. But where should you place the checkout counter? Whilst this is a decision that can take up a lot of precious mental energy, your ultimate decision should take into account the natural finishing point of the guided tour we spoke about.
Despite the checkout counter being the last point of engagement for your customers, there is still so much you can do to boost sales. The shopping does not have to stop! Make sure the wall behind your checkout counter is engaging, and I know we have said this before, but use this wall to tell another story! You can also encourage impulse buying by placing low-cost merchandise near the counter. This will encourage customers to pick up one or two more items to buy.
A Journey Worthwhile
21st Century shoppers are looking for a whole retail experience, and a good interior design of your retail space can help you design that perfect retail experience. Think of it as a journey you are taking your customers on. There should be a starting point, some exploration along the way, an element of thrill, and finally, the treasures! But here is a word of cation though, retail interior design is never about arriving, because there will always be tweaking and modifying to be done. Nonetheless, bearing this equation in mind will help you always keep customer experience at the center of your design.
We hope this article has inspired you to create that perfect retail experience for your customers. Remember, it is all about the journey! And if you would like the help of a professional interior decorator to help you plan the retail space of your dreams, please do get in touch! We would love to help you.
