Did you know that you can sell more stock by making your store more attractive to customers? Studies show that most shoppers decide what to buy once they are inside a store, not before. It makes sense that they are more likely to spend their hard-earned cash in a place that makes them feel positive about their purchase. By designing a clean, beautiful and efficient shopping environment, you can help them make up their minds.
There are probably a million things you could do to spruce up your store, but not everyone has the funds to do a complete overhaul. Luckily, there are quite a few things you can do yourself without breaking the bank.
Cut out the clutter
There are probably a million things you could do to spruce up your store, but not everyone has the funds to do a complete overhaul.
You only have a certain amount of space to display all the goods you want to sell, so it’s tempting to cram the shelves with tempting products. However, a messy or crowded store design is confusing and off-putting.
The trick is to lay things out in way that draws the shopper’s eye. Write down all the zones inside your shop. From the pavement outside, to the front of store, to examining the merchandise, to the point of sale, your customer is going on a journey. Walk through your store and think of one message or feeling you’d like the customer to receive at each stage, then make sure your signage and shop displays get that feeling across. Make sure the messages on your front windows are easy to see from across the road. Use your counter to upsell by placing the right items in an attractive display.
Search for used signage (eg. on Gumtree) and adapt it to your own needs.
Clean up your act
It goes without saying that cleanliness will affect your customers’ shopping experience. Grime doesn’t inspire confidence; shoppers will avoid a business that looks dirty from outside, and think twice about returning to a place that has nasty surprises in the bathroom or in the corner near the fridge.
The only way to deal with this is to wipe out dirt throughout your store – even in the places that people normally don’t see. Keep costs down by doing the cleaning yourself, or get the family to help.
Start in the stockroom and clean, organize and label your items, throwing out any defective stock.
Shine a light
Want a quick, cheap way to improve your store’s look? Replace the light bulbs. Older light bulbs look yellowish-brown, which is far from attractive. Good lighting shows the quality and colour of your wares in their best light. That’s why shopping malls are so brightly lit.
Be creative with your lighting. Investigate uplighting, spotlighting and track lighting to highlight certain elements and draw attention to promotions. Coloured lights and specially designed fittings are a great way to set the scene and communicate your brand.
Save up to 75% on energy by using LED lights, which last up to 25 times longer than traditional light bulbs.
Displays that make a difference
Why should your shelves look the same as everybody else’s? Try a non-traditional approach to showcasing your wares. Create a focus area with an unusual object and display your goods around it – for example, a brightly painted toddler’s tricycle would make an eye-catching centre-piece for children’s clothes. Spray-paint old engine parts for that technical effect. The only limit here is your imagination.
Think of words you want people to associate with your goods and brainstorm ideas to plant that feeling in their minds.
Create a purchase path
Use your floor to guide shoppers where you want them to go. It’s a trade secret among retailers that customers will drift towards separately marked out areas of a store. The point of sale, especially, should have a welcoming feeling – the customer should feel good at the end of their journey, so that they’re happy to spend their money. This doesn’t mean you have to invest in expensive flooring material – a well-placed rug can do the trick.
Use floor colouring to reinforce the associations you want to create in your customer’s mind.
Bumps in the road
Sometimes you will want shoppers to slow down and spell the … coffee, for example, that you have placed on a table just past the door. “Speed bumps” like this will draw customers’ attention and get them to engage with your product. Set up small tables and sales racks throughout your store. Be sure to create a theme with each fixture.
Rotate the product on your speed bumps regularly so that regular customers never get bored.