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 2

And now we move past the Entrance, or “decompression zone” to the next, and very critical space in your retail environment: The “Strike Zone.” 

What is this Strike Zone?

Once your customer passes through the “decompression zone” they look at the price of the first item, generally to their right, that is easily accessible. This initial item should have a price point that is not overwhelming to your customers, as this area, called the “strike zone,” offers your customer their first impression of your store’s prices.

Extensive video studies by psychologists and professional retail designers has found that in Western cultures, customers usually turn right immediately upon entering a store into the “strike zone” and continue on their journey through your store. Here are the key tips:

  • You should consider placing a compelling display of affordable products (in relation to the price point of your overall merchandise) in the “strike zone.”
  • The strike zone is about 10-20 feet inside your shop, and here is where a customer will often pick up an item, turn it over and look at the price. The strike zone is the best place to put items that are very affordable, and “impulse easy.”
  • Impulse Easy (a LobbyPOP term) refers to those items that can easily be added to a shopper’s list without great thought of the impact on the wallet. The strike zone is often visited twice: Once when heading into the retail environment, and again when heading out. Two great opportunities to add on a goodie to the customer’s list.

We believe everyone should own the knowledge, so stay tuned as we bring you more about store planning to make you an expert. Next up: The Right Wall