The key sales metrics you will want to focus on when you’re considering diving in the retail world is sales per square footage. This is the average revenue that your boutique retail shop or pop-up store business can generate for every square foot of sales space.
In essence, your “retail space” should be the most productive and most prominent salesperson that you have. How you design your space will define the maximum revenue that you can earn and you have to master the art and science of visual merchandising to achieve this.
It is important for you to recognize that visual merchandising do not only entail retail design. It encompasses a lot of distinctive topics covering everything from window display to lighting the simple signage you put on your door. This post will discuss effective tactics when creating retail displays that will surely catch your customer’s attention.
Always put your target customers in mind
The success in creating an effective retail display will always be dependent on putting your target customers in mind. Once you have identified your target customers, it will help you conceptualize the right merchandising displays that will attract more customers to your shop. You can identify your consumers by analyzing your customer data through your point-of-sale system.
Look for inspiration online
Thanks to the internet, you don’t have to wait for that creative juice to get to you for that excellent idea to hit you. By browsing through the internet, you can find invaluable resources ranging from images to blogs and so much more.
Your target consumers have 5 senses, not just 1
The secret to creating an exceptional customer experience is not just focusing on visual stimulation. You have to immerse your consumers in a multi-sensory experience otherwise known as sensory branding. Let’s discuss them one by one so you can improve your branding.
Sight. One of the many fascinating aspects of merchandising is playing with visual cues. You can play around to communicate your message by using psychological color triggers and controlling where your customers look in your retail store and for how long.
Sound. Your choice of music for your shop plays a vital role on consumer behavior. Depending on your target consumers, you can play slow music to cause them to browse your products or even play top hit music to communicate that your target audience are teenagers.
Touch. This is probably the easiest to emphasize when putting up your retail store. You have to give your customers the ability to feel whatever they are looking for by allowing them to touch or try on the items as they please.
Smell. There’s a science called scent marketing where several studies have proven that smell is one of the most prominent factors why we choose one brand over another.
Taste. If you are in the business of consumables, giving your customers the ability to ask for samples can work magic for your retail store.
Don’t just tell, showcase your products!
Before people purchase anything, they will typically want to have an idea of how it will feel and look like. To fulfill this need, you need to set up your retail display in a way that your customers can envision having your products as their own.
A great example is when you’re selling furniture. You need to set up your store in the same set up when they purchase your products for their homes. Apparel retailers usually has a policy of their employees wearing their brand. The most tried and tested strategy falls on the mannequins that you can free style according to your latest and most popular products.
Group like items together
Grouping your items together will give your prospect customers more options to choose from and more reasons to buy more. You can create categories when grouping but don’t limit your creativity – adding subcategories will help you more to organize.
Applying the rule of three
Most visual merchandisers use the rule of three when creating displays. The rule of three works by grouping selections in sets of three. Instead of just one, each product that you have can be arranged in three, side by side.
The rationale behind this idea is that most of the time our eyes are likely to keep looking around the moment we look at something asymmetrical. A good tactic is when you’re arranging items by height: you can arrange them by short, medium and tall. This tactic also avoids the Pyramid Principle where you have only one item on top and the others one step down. The customer is forced to look at the focal point and eventually work its way downward.
Lighting is everything
Again, this is tied to invigorating the senses of your customers to persuade them to buy items from your retail store. How you decide to use lighting to your advantage depends whether you want your customers to feel like they’re at home, in a fashion runaway or elsewhere. Another surefire tactic is using spotlights to direct your customer’s attention towards your highlighted products or best sellers.
Don’t forget to change your shop setting from time to time
Remember that optimizing your square footage is the best way to get more sales. You can do this by formulating ideas then executing and testing. Analyzing results will give you the best approach on which ideas works well and which ones you need to keep doing.
All these tips will guide you into achieving a high-converting retail store design. Remember that display system will always determine the success of your retail store.