Have you ever walked by SoHo in NYC or by Carnaby Street in London and wonder why some stores seem to catch your attention while others stay empty. It is not pure luck or random behavior. It all comes down to a science. Consumer behavior shows very specific patterns and if you know how consumers behave then you will be able to design a store that will attract customers and increase sales.
In an era where e-commerce has taken over the market, it is especially important to create spaces that allow customers to engage and have a great experience. From SoHo in NYC to Carnaby Street in London, new stores are breaking the mold of traditional store design.
This is one of the most important areas of your store. Your storefront will make the customer decide if they will enter the store or keep walking. This should reflect your target market, are you high end or a more approachable brand, either way, make sure to stand out. Your signage is just as important at the merchandise, make sure it can be read easily. Another tip is to make sure the storefront looks great when the store is closed. The right lighting will remind people passing the store at night to come back the next day.
2: RIGHT-HAND RULE
Data shows that most customers will turn right when they first come into a store. This means that once the customer enters the store, they need to be engaged. That right turn needs to have a special feature wall and most in-demand products. For our store designs, we usually place decorative tables with stalks of products and a wall where we can display the in season merchandise. Think lighting, different textures and make it an inviting moment.
3: KEEP THE FLOW
Once the customer makes that right turn, we want them to keep going around the store. Designing the store with an easy flow is very important to get the customers to see all the product and increase the chance of purchasing them. This includes wide walkways that will allow customers to stop and shop and others to pass by. Narrow walkways will scare away new customers. We also like to create focal points in that back wall in order to attract customers towards the end of the store.
4: KEEP THE CUSTOMERS INTEREST
As customers walk around the store keep their interest by adding decorative objects throughout. Merchandise decorative objects with accessories or other apparel pieces in places hard to reach. The point is for customers to see them, not to shop them. The ones we want them to purchase will be at their reach.
5: FITTING ROOMS
The fitting room is one of the most important spaces in the store. When the client is trying new clothes on, the lighting needs to be right, this area needs to be comfortable and you need to make the customer feel like a million bucks! This is where you make that sale. Front lighting helps avoid shadows and make customers feel more attractive. Area rugs or carpets are a great way to let customers take their shoes off and feel at home. Hangers or hang bars are a must to place the merchandise and a comfortable seat is always in style for these areas.
6: INDULGE THE IMPULSE PURCHASES AND GIVE MERCHANDISE SPACE
For those items we want customers to take last minute, place them in baskets around the checkout counter or other spaces. We have been in plenty of stores with so much product but no clientele. Make sure you give merchandise space. Customers will be overwhelmed if the stores are too packed.
7: INVITE THE CUSTOMER TO STAY LONGER
Adding seating space might seem like a waste of space but think of customers coming with someone who doesn’t want to shop. Adding somewhere they can wait will make your customer stay longer and increase the purchasing chances.
8: CHECKOUT OR P.O.S.
Make sure the P.O.S. is placed somewhere with unobstructed views. Add a cash wrap space for easier checkout and make sure to utilize the back wall behind the cash wrap as a branding moment. Make that last moment one your customer will remember.