This week, Denver Commercial Construction has some advice on how to turn retail store design into sales. The following tips can be useful for existing retail stores, but they are crucial for those still in the planning stage. Too many retailers underestimate the influence their interior design has on the likelihood of their customer actually making a purchase. We are happy to share our top design tricks for getting customers into your store, keeping them there longer, and actually closing the sales.
These days, physical retail stores face fierce competition from online options. When it is so easy for customers to purchase with a click of a button from their home or workplace, what is the motivation actually to visit a store? A real life shopping experience can offer customers a multisensory and immersive experience that technology has yet to recreate. Remember this when designing and building your retail space and make sure that every aspect is utilized to its full potential. You want to be able to use the sights, sounds, and textures of your store to tell your brand’s story throughout and to reflect what your products represent and how they are worthwhile to your customers.
So, let’s look at how to turn retail store design into sales.
Whether your retail store is located inside a mall or on a city street, it should not be difficult for your customers to find. Take advantage of window display space to create eye-catching or unconventional displays and use effective signage outside your store to direct people inside. Once shoppers cross the threshold of your store, they will experience what is known as the ‘decompression zone.’ This consists of the first 5-15 feet of space, and it’s where they will make their first impression on your store, its prices, products, and overall vibe, based on the color scheme, lighting, fixtures and product displays. Although this area is crucial in creating a good first impression, it is unwise to place any important signs or information in this zone, as customers tend to be unfocused as they transition from the hustle and bustle outside.
The Right Side
When it comes to how to turn retail store design into sales, studies have shown that upon entering a store, around 90% of customers will instinctively turn right. With shoppers being so very predictable, you can take full advantage of this by paying particular attention to the wall on the right of the entrance, sometimes known in retail circles as the ‘Power Wall.’ This wall can be built to display products you want every customer to see. But it shouldn’t be overcrowded! Impressive visuals or artwork that tell the story of your brand can be displayed here, interspaced with well-designed product displays.
Lay Down a Path
After turning right, there should be a logical path that your customers can follow leading them around the store so that they have maximum opportunity to interact with as many products as possible. You can define this path by your arrangement of displays and placement of furniture. Avoid having all your customers congregate in the middle of the store, with the products stuck to the perimeters. You want a nicely flowing traffic of people moving through the different areas, and you can encourage this by placing eye-catching displays at the end of each ‘walkway’ or physical aisle.
Not Too Fast
You can use retail ‘speed bumps’ to ensure shoppers aren’t doing a quick lap and leaving without seeing everything. These speed bumps can be freestanding displays, special offer baskets or pieces of furniture that are placed in the middle of the walkways to slow people down and encourage browsing. Make sure your speed bumps are easily moveable to allow for constant rearrangement. This will keep things interesting for regular customers and encourage them to look at more products.
Allowing enough room between aisles or displays to allow two people to pass each other comfortably will ensure nobody gets claustrophobic or uncomfortable while shopping at your store. Additionally, having adjustable lighting, pleasant aromas, and background music appropriate to your products will encourage shoppers to stay longer.
Adding some comfortable seats or constructing a hang-out area in your retail store can have a huge positive impact on sales. The primary shopper will spend more time browsing if they know their friends, spouse or children are happy to wait in the store. A hangout area has the extra benefits of making the retail store appear busier and raising the probability that even a casual shopper will spend more time inside and end up making a purchase.
Products in high demand should be placed on displays at eye-level, making it easier for shoppers and ensuring a quick turnover. All products should be within easy reach, but the less popular items can be placed below or above the best-sellers. It’s also a good idea to put really frequently bought items or your store’s flagship items towards the back of the retail space. This ensures the shopper has to pass by plenty of other displays in order to reach their favorite product. Displays of smaller, impulse-buy items can be left on the checkout counter or used to line the queuing area.
Leave via the Payment Counter
Locating your POS counter towards the end of the aforementioned ‘path’ through your store is pretty logical. You want to build a sales counter big enough for customers to place all their items and bags onto and of course easy to find in a bigger store. The wall behind the checkout counter is an excellent location for attention-grabbing artwork or information on upcoming sales and offers. For a smaller store with few employees, having the payment counter near the door means it’s easier to keep an eye on traffic and discourage theft.
Now that you know how to turn retail store design into sales, it’s time to get working on incorporating these tips into your retail space. Denver Commercial Construction is one of Colorado’s leading retail store developers. In addition to offering professional construction and interior finishing that is always on-time and on-budget, we can give that extra bit of added value to our customers with advice on how best to set-up your retail space to serve your products and your customers.