In an increasingly online world, many argue brick-and-mortar retail should step aside to accommodate the growing need for e-commerce. While e-commerce is on the rise, physical retail is far from over. In fact, 2018 reports a steady rise in retail across the globe, as brands are increasingly implementing innovative solutions into their processes, responding to customer needs and meeting the demands of the ever-changing marketplace.
Yes, retail is on the rise, but that doesn’t mean the road to prominence in the competitive industry is not laden with challenges and obstacles. In an oversaturated marketplace, brands need to find ways to differentiate themselves from the competition and establish a trusting relationship with customers. With that in mind, here are the top retail design tips that will help you pave the road to long-term success.
First things first, declutter
Many popular retail brands nowadays clutter their stores so much in order to get their products in front of their customers, they’re actually causing an adverse effect. Quality always beats quantity, which doesn’t mean you shouldn’t display all of your items, but rather that you should display them wisely and with purpose.
The modern customer is on a journey, they seek empowerment and control over their shopping experience, and if you clutter the space too much, you will do nothing more but push them away. To avoid this, make sure your decompression area (that’s the entrance) is clear and spacious, welcoming the customer inside. You want to follow the same principle for the rest of the store to allow for a stress-free shopping journey.
Upsell by displaying impulse-buy products at the checkout
Upselling has become a favorite online marketing tactic for e-commerce brands, banking millions atop the main revenue stream. But this is not an innovative tactic of the online world, rather it’s a tried and tested method retail brands have been using for decades – and you want to continue this lucrative tradition.
People can hang around the checkout for some time, whether they’re waiting in line or if they’re unsure if they’ve found everything they need. This is a golden opportunity to stack impulse-buy products in the checkout area, and all along the checkout cue. These items should also be carefully selected to complement the shopper’s journey, so make sure the items you display are relevant to the customer, as well as your brand.
Guide your customers through the perfect layout
Deciding on the perfect layout for your store is not an easy task, especially when you take into account the ever-changing trends in the industry, as well as the fact that layout design has become an art form in its own right. So, whether you’re renovating or building from the ground up, it’s important to consult experienced architects such as the people behind Superdraft that can combine deep industry insights with your needs to construct the floor plan your customers will love.
There are plenty of factors that will have an impact on how effective your floor plan will be in the long run, such as traffic, positioning, display design, and many more. All of these factors need to be taken into account and weaved into a seamless design that will guide the customer through an enjoyable shopping experience. So, make sure you take the time to construct the layout that will leave a good impression on your customers.
Provide plenty of fresh air and warm lighting
There is nothing that can force a customer to waltz right out of your store and into the loving embrace of your competition as poor lighting and ventilation. As soon as a customer enters a poorly lit, stuffy room, they will associate a negative emotion with your brand. Needless to say, you cannot allow this to happen.
Your best course of action is to illuminate the place copiously with warm lighting (avoid bright fluorescent lights) and position the light beams strategically to not only highlight certain areas, but also accentuate your customer’s positive features when they’re changing in the booth. Moreover, proper ventilation is a must if you want to keep your customer from leaving the store prematurely. Instead, let fresh air permeate the setting and you will have no problem keeping your guests inside.
Use accents and focal points to your advantage
Finally, the days of overstuffed clothing racks and display uniformity are long gone, as nowadays people not only want a clutter-free shopping experience, but they are looking for those prominent pieces that will enrich their wardrobe. You can seamlessly evoke that “wow” effect by accentuating certain areas of your store with focal points.
Simply pick the item you want to accentuate and position it at eye level, then go ahead and surround it with complementary pieces and vibrant choices that would go great with the accent item. Do this several times throughout the store and watch as your customers gravitate naturally towards them instead of wandering around aimlessly.
In the wake of the digital revolution, retailers need to work harder than ever before at keeping up with modern industry trends and market fluctuations to stay relevant, boost sales, and develop an emotional relationship with the customer of tomorrow. With that in mind, meticulous design, research, and implementation will play vital roles in paving the road to long-term success in the industry.
About the writer: Cooper Klein is an entrepreneur with a degree in Marketing and a regular contributor to SmoothDecorator. In order to spend more time with his family, Cooper decided to take a break, and he’s currently working from home as a blogger. You can find him on Twitter.
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