How to improve store design with 6 quick and easy changes
May 30, 2014
Store design can make or break sales
Barbara Crowhurst, a retail business coach from Retail Makeover , maintains the number 1 marketing tool for any shop is store design. Easily implemented, try any one of these 6 inexpensive store design tips.
#1 Signage needs to tell what you do
Crowhurst asked the key question, “Can prospective customers look at your sign and tell exactly what you sell?” She added that changing the name of your shop isn’t what’s necessary. If shoppers can’t tell what you sell by your name, add a 5 – 7 word tagline that quickly identifies you.
#2 Make window displays talk
Bold, colorful window displays that are changed at least twice a month speak volumes. Your windows say your shop is busy, professional and up to date. Ask shoppers “How do we have the pleasure of your company today?” You’ll find out if your window displays are effective in bringing new customers through the door.
#3 Retail lighting is the #1 sales influencer
Want to make more sales? Improve your store lighting. Place lighting so that:
- All corners of your shop are illuminated
- You are creating focal points
- Each shelf is carefully lit
- Your POS area is bright
- A dedicated light track is set up for your front window displays
#4 A hidden branding spot
Don’t let the wall behind your cash counter be underutilized. For better branding, enlarge your logo image and place it on the wall behind your POS. For impulse buying or to promote your latest promotion, use this area as a focal point. Most importantly, the register should never be a place for the staff to “just hang out.”
#5 Changing store colors
Regardless of whether you own your building or rent, the color of your shop’s walls should change at least twice a year to reflect the current color trends. Pick 1 or 2 focal walls to add bold trendy colors, leaving the rest of the walls neutral. A cheap way to add color is to buy canvasses or canvas drop cloths from your local discount or dollar store and paint them the latest popular color.
#6 Look up and down
Believe it or not, your floor and ceiling speak volumes about the safety of your shop and your professionalism. Is your carpet worn and dirty? Does it lay flat? Is the ceiling clean and fresh or are you missing ceiling tiles? If so, negotiations with the landlord are a must for your success.
I have been a writer for various forms of marketing for over 40 years. I've written my share of radio and TV scripts, magazine and newspaper ads as well as direct mail brochures and newsletters. Currently, as the Marketing Director for Traxia, home of SimpleConsign software, I've moved into blog posts, eBooks and website text. It's been an ever changing and ever challenging journey but I've loved it all along the way.
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