Retail design on the British high street might have turned to the dark side this week, but your shop should not be mistaken for a haunted house all year round. Read on to unearth the horrors of the deadly sins of retail design…
Changing Rooms
In many fashion stores, the changing rooms are where customers make the decision to purchase an item. So why is it that instead of a boutique-style area that encourages customers to part with their cash, the changing rooms are often a mess of unwanted items, spare coat hangers and forgotten about clothes rails? Yes, there does need to be a focus on good retail design on the shop floor, otherwise items would not even make it this far, but there is no excuse for poor lighting, questionable odours and warped mirrors that are more suited to a fun fair than a clothes shop!
Crowded Floor Space
Customers want a good selection of products to choose from, but they also want to be able to move around a shop easily to see these products. Just look at layout of high-end boutiques. They may appear a little sparse in comparison to certain high street stores, but customers can clearly see all of the products on display without worrying about knocking something over behind them. Having room to breathe makes the shopping experience a lot less stressful, meaning the customer will be happier to make a purchase as they won’t be rushing for the door. It’s all about optimising the space you have with cleverly designed point of sale equipment.
The “Sale Rail”
When we think about the sale section in a shop, messy sales bins and ugly, handwritten price tags and stickers spring to mind. Yes, maybe we do associate the red tag with sale but surely if you’re trying to sell stock quickly, the area must look as appealing as possible to the customer? And as for the bargain bins, how are customers going to know what treasures lie at the bottom if they can’t see them. By presenting your sale area in a neat and appealing way, customers are more likely to be attracted to last season’s stock.
Hygiene
Good retail design is all about making the customer’s experience in your store as enjoyable as possible. In order for people to feel relaxed and at ease, the shopping environment must be clean and hygienic. Potential customers are going to be put off by unclean toilets, questionable smells and stains on the floor and ceiling. Visitors to your store want to be comfortable in the space and feel that themselves, and the products they’re purchasing, have been looked after before they make a purchase. It’s worth spending that extra bit of time and money on hiring a cleaner and giving that stain on the wall a quick lick of paint.
Technology
In this day and age, it’s scary that some stores still haven’t updated their in-store technology. Customers are now used to seeing interactive displays and digital signage in shops. By not keeping up to date with the latest developments, these stores are creating a less engaging in-store experience in comparison with competitors which is potentially costing some retailers important sales revenue. The technology is out there so use it – your customers will thank you for it!
The grim reaper has paid a visit to many stores on the high street over the last few years and you certainly don’t want to be next. It’s a scary thought so take heed and avoid these mistakes!
Happy Halloween.
