If you’re a retailer looking to maximise the performance of your physical store, you’ll know there are a world of factors which contribute to a shop that operates efficiently and makes a healthy profit. From overall shop layout and shelving options to knowing how to position and promote your merchandise, this post will help you get one step closer to a brick-and-mortar store that runs like a well-oiled machine and has the revenue to prove it.
Perfect the point of sale
The ‘point of sale’ is a very simple concept, referring to the physical point in your store where sales are made. Having small impulse purchases available to buy at the cash desk is a great idea, as an attractively displayed product that is useful to the consumer will sell well – think tyre levers or bike lights by the till of a cycling shop, or seeds and small flowers at a garden centre. Many impulse buys fall under the umbrella of confectionary, but, by also including items that are genuinely useful to your target consumer, you can position your store (and, in a broader sense, your brand) as a provider of practical solutions, as well as last-minute indulgences.
Organise to the nth degree
Take a moment to think about your display shelves, and how you organise products of varying prices. It’s agreed amongst retail experts that positioning your most profitable items at eye level is the best way to achieve profitability, as customers will easily see both what they want and what you want them to see.
Installing state-of-the-art retail shelving is crucial to success here, as a plethora of items crammed onto a poor quality shelf can have a negative impact on sales and overall customer experience.
Making sure items are well spaced out on the shelves is important, but that’s only half the battle. Having well-organised stockroom shelving is also vital when it comes to enabling the back-end of your store to run as smoothly as the front. A disorganised stockroom could mean long waiting times if a staff member has gone to fetch a specific item for a customer – harming your customers’ experiences within your store.
Rethink the customer journey
Research has shown that customers often walk around a store anti-clockwise. This means that anything to the right of where the customer comes in is prime product real estate. This is a coveted space for promotional items, as the first thing that your customers see when they enter the building.
Once you know the route most people will take around your store, you need to make sure that every item is in its right place. Products aimed at children should, naturally, be placed at a child’s eye level on your shop shelving, and your staple products (think bread and milk in a supermarket) should be strategically placed towards the back of the store – meaning shoppers can be tempted by other items on their way to grab these everyday essentials.
Follow the rule of three
The rule of three is an important maxim in just about everything, from speechwriting to marketing, and even in a retail space.
Three is the optimal number if you’re wondering how many mannequins to dress up in your clothes shop or how many bikes to place in the window of a cycling store. Visual merchandisers know this, which is why you’ll often find featured items grouped in threes in department stores.
Exploit colour psychology
We unconsciously interact with colours on a psychological and emotional level, and retail merchandisers have long used this as a tactic to encourage customers to buy more and buy more often.
Reds and yellows communicate a friendly warmth – but they shouldn’t be overused. Red is more exciting than yellow, but should be used with caution, as it can be overpowering in excess. Blue, on the other hand, is a more placid colour which communicates authority – and if you pride yourself on the reliability of your products, a dash of blue can help you to communicate that.
A healthy lifestyle brand or a health foods store should consider green detailing, as that colour is primarily associated with clean living and being environmentally friendly. Darker shades can evoke a more premium shopping experience, but remember to exercise restraint in your colour usage – overstimulating the consumer can leave them feeling confused and disinterested in making a purchase.
Combined, these retail design and merchandising hacks can create a smooth and streamlined shopping experience for your customers, leading to a welcome revenue boost – so don’t be afraid to make some big changes. Browse our full range of shop shelving today to find the foundations for a brick-and-mortar store that’s optimised to perfection.