Store Visual Planning, Part 5

This is the fifth and final post in the Store Visual Planning series, designed to give you the tools to improve your retail sales environment. If you find that time or other constraints limit your ability to implement, simply call a LobbyPOP Pro for a great consult! If you have not read the prior four posts on the subject, visit the links right here for Part 1, Part 2, Part 3 and Part 4.

Now, we enter the advanced zone, the Creative Merchandising arena!

For your particular business, one or more of the following concepts should give you inspiration to update and improve your traffic flow. After all, the more locations your patrons can visit within your retail shop, the more likely you are to make better sales! Here are the best and easiest to implement tips:

  • Think of your front windows as a billboard: make it bold, colorful, and simple. DON’T put a little bit of everything in the window. Like small print, all of those little distractions are easy to overlook. Follow the rule of 10: Pick one theme, plus two colors, plus three large objects, plus four words = the “Rule of 10” (a LobbyPOP Pro concept).
  • High demand products placed in the rear of the store will pull customers through the store, increasing the visibility of other products along the way. Hallmark stores often place their greeting cards at the rear of the store, moving traffic through seasonal, collectible, and other merchandise to reach the destination area.
  • Consider an alternate presentation method, Lifestyle Merchandising. With this method, diverse products like apparel, books, lamps, furniture, etc., which all reflect the same theme, are displayed together in a room setting. Apply this rule to your products: How can you “show” your customer how it will look in their environment?
  • Vertical or Horizontal? A tip for similar product merchandising is stacking a large shipment of a product you plan to promote on the sales floor. Picture the sorts of large displays you might see in a grocery store — pyramids of canned goods and towers of cereal, for instance. Creating an impact display by stacking a product can promote the item and solve storage problems.
  • Place some impulse items next to demand items throughout your store.
  • Use floor graphics, removable murals, and video signage to draw attention to particular lifestyle products, and to reduce perceived wait times at the cash counter.

If you have any questions, or want a consultation about your brand messaging within your environment, give us a call, or email: amazing@lobbypop.com

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Store Visual Planning, Part 4

This is the 4th in a series of posts to provide tips and knowledge to make you a better merchandiser. You will want to start with the first posts if you have not already been following this topic. Click the links here for Part 1, Part 2 and Part 3. Now you are ready for Part 4, the Cash Wrap Zone!

Where is the Cash Wrap Zone?

    • Commonly called the “Cash Wrap,” the Cash Zone is where purchases are made. It is likely that every patron in the door will ultimately wind up in line at the Cash Zone. This is then the highly trafficked spot. Rather than center it in your retail environment, place it to the left of the store center.
    • The cash wrap also serves as a security checkpoint and as an area that can allow visibility to all parts of the store. When designing the cash wrap area, keep in mind the many functions that will be accommodated by the space and plan accordingly.
    • Add-on and impulse merchandise should be placed above, behind, and near the cash wrap where possible. The cash wrap is the location that offers the most captive audience (a waiting customer) and is the point at which impulse sales are most often made.
    • From a design for Ralph Lauren stores: “Behind the cash wrap counter is the Ralph Lauren logo on an animated light box that dances through the spectrum of colors that are available in the cosmetics line….The experience is focused on the cash wrap. By doing this, the purchase of cosmetics becomes the climatic build of the shopping experience and the woman’s exit from the store becomes a reaffirming act as she takes her place back on street level.”

    The fifth and final installment of our Store Visual Planning series is up next! Stay tuned next month for “Creative Merchandising!”