Welcome to the blog site for LobbyPOP.com. Today we will introduce the basics, starting at the front door, so to speak: Entrance Zones – what are they?
You first need to understand the current traffic flow of your store and develop a plan that will encourage customers to shop your entire store with their attention focused where you would like it to be. Outside your facility, you have windows and monument or other signage to draw traffic inside.
Many studies affirm that about half of all visitors to your retail location found you because of your sign. Okay, now they step in the door. This is the “Entrance Zone.”
Here is Part 1 in a series with facts to make you an expert store planner, starting with the Entrance Zone, or lobby:
- The entry area is often referred to as the “decompression zone,” where customers make an adjustment to the new environment: they grab a cart, close an umbrella, and take visual stock of the entire store. At the entry, graphical displays welcome and inform the customer. Sales rarely take place in the “decompression zone” – in fact, most sales take place after the customer passes through this area. For this reason, companies like Estee Lauder prefer their cosmetic counters to be placed a few feet in from the department store entry.
- The decompression zone should act as the opening paragraph of your story – to grab the visitor’s attention, and set the tone for what is in store. The LobbyPOP system, for example, includes floor graphics, wall murals, special effect materials, and video elements that create a positive impression and lasting experience.
Next up, the “Strike Zone” so stay tuned for our next post!