3 Ways to Improve Your Retail Game with an Improved Store Layout
Before we can improve our retail game, the first question we must answer is “why is store layout so important?”. Store layout is the organization of products in your retail space. It is what allows the customers to clearly view and find your products while browsing. With that being said, some store layouts are much more effective than others. Here are 5 ways you can transform your layout to make it more effective:
1. The entrance
The entrance to a store is the first thing a customer sees and it automatically creates their first impression. It is what tempts someone to enter or to stay outside. A storefront that is open and welcoming is a great start. You want your bond with your customer to be protective. What this means, is that whilst other stores may be bombarding them with advertisements and sales techniques, your store is there to give the customer what they want - an experience unmatched that makes them feel welcome and warm. No one likes to feel like they are being pressured.
2. Set up - choosing the right layout for your store
The four most common store layouts are the herringbone, the loop, the grid and freeflow. Each set up brings a unique vibe to a store and it is up to you to choose which one works best for you. The herringbone is a simple design where the customer walks through the middle area, browsing through tables on both sides. An example of a store that uses this technique is Victoria’s Secret. The loop design forces the customers to take a stroll in the shape of a loop, giving them the maximum product exposure. What is unfortunate about the loop method is that if a customer does not want to browse for long time, then this method can become frustrating for them and can negatively impact their customer journey. The grid is what is typically seen in stores that carry food or essential care products. A major benefit is that it displays a lot of product in a little amount of time. Unfortunately, a con of this method is that we lose connection with the customer as they are less likely to feel a strong graviation to one unique product since there are just so many things in such a small space. Finally, there is the freeflow design. This design is dependent on your imagination. Straying away from the retail norms can give your store a unique touch and works really well when you are only working with a little bit of space.
Shopify does a great job explaining the different types of store layouts, read more about it here.
3. Check Out
The first tip regarding checkout is that it must be in plain view. Although this sounds obvious, you would be surprised with how many stores make it so challenging to find the checkout amongst the clutter. Secondly, getting a customer to the checkout is already a great accomplishment… but how can we still increase sales once they are there? Make the checkout the perfect location for impulse buys. Impulse buys are typically cheaper items that seem to not make a significant difference to the customer’s bill in comparison to the products they are already purchasing. For example, if I were already buying over 100 dollars in merchandise, would a 5 dollar fragrance really make a difference?