The number one motivation of every retail business is to encourage consumers to purchase their inventory.
As a result, data scientists and designers have spent years of extensive research to better understand the psychological and behavioral tendencies of the modern shopper.
Surprisingly, a lot of this research has wound up in the physical layout and design of almost all of our favourite stores!
As professional retail contractors in the GTA, we are here to share a few design tips that have allowed our clients to better represent their brand, connect with their target customers and increase sales all at the same time.
TIP #1: CONSIDER YOUR CURB APPEAL:
Designing a storefront with visual appeal is an opportunity that many business owners fail to optimize.
While the aesthetic should be consistent with your online and offline brand, consider all of the creative ways that you could attract potential consumers into your store.
From window displays and sidewalk sales to bright digital signage, integrating the front of your store into your design plans is a great way to encourage more foot traffic.
TIP #2: THE GRAND ENTRANCE:
Understanding human behaviour puts retailers in an excellent position to plan accordingly.
For example, research has revealed that people generally move in a counter-clockwise direction when shopping in a store.
By understanding this, it is logical for strategic retail owners to reserve the front right corner of their store for their best-selling and/or most profitable items. Jazzing up your wall display with colour, decoration and visual displays will also help shoppers make the subconscious decision to have a closer look.
TIP #3: THE FURTHEST POINT:
While planning the design of your retail store, a commonly-used strategy is to place your staple or low-profit items at the back of the store.
Have you ever thought about why grocery stores put their “essentials” like eggs and dairy at the very back? Or why retail stores keep their sales items tucked towards the furthest point from the entrance?
By persuading customers to navigate through a large amount of inventory before reaching the less-profitable selections, the chances of inspiring additional purchases increase as well.
TIP #4: IT’S TIME TO CASH OUT:
Ideally, your checkout should be in a position that is in clear sight of your store entrance.
For one, it allows you to welcome new customers into your store, as well as thank them for visiting as they leave. This positioning will also be helpful in discouraging shoplifting and potential employee theft.
As the cash-out area is also the place where your customers experience will end, placing this area to the front left of your store will encourage that “right turn” behavioral bias to direct themselves all the way through the entire contents of your store before leaving.
This is an excellent place to also promote impulse-buy items for last-minute consideration.
TIP #5: LIGHT IT UP:
Now that the hot spots of your store have been identified, the final step is to create the most ideal shopping conditions with different elements of lighting.
Believe it or not, these small details can do a great deal in both increasing and decreasing sales depending on how they make people feel.
While natural lighting is always ideal, researchers have identified that consumers spend more time in warmly lit shopping facilities.
Finally, spot-lights and shelf-integrated lighting can do a great deal in highlighting specific products and drawing the eyes attention.
By implementing the above listed design elements, we have been able to help a variety of retail brands drastically increase their sales potential.