In the last few years, many outlets reported that physical stores were soon to become nothing but a memory, but as we’re coming out of the pandemic, new opportunities to create an unforgettable in-store experience are rising.
Retailers’ biggest competitors aren’t other physical stores anymore. Instead, e-commerce sales are driving the shopping experience forwards, with online sales rising to account for 33.9% of all retail spending in the UK in 2020.
However, this shows that there is still a heavy dependence upon physical stores, and adaptability is key to remaining useful to customers. Business owners are urged to focus on how to improve customer experiences. From store layout to “retailtainment”, there are countless ways that you can redefine what makes a good shopping experience for your brand.
Create a brand experience with an intuitive store layout
What your customers are looking for when they enter your facility is a quick and seamless shopping experience. If you want to successfully convert those window shoppers into actual customers, you need to dive into the psychology of the consumer and apply it to your shop layout.
The store layout refers to the way product displays, fixtures, and merchandise are set up in your store. A good layout needs to be intentional and intuitive, guided by your customer flow – that is the number of customers that pass through your store and their shopping patterns. Here are a few design layout tips to help you score a sale.
Layout tip #1: first impressions
First impressions count, and you don’t have long to make one. If those who are heading towards your store don’t like your window display, they might do a runner.
To avoid that and make a lasting first impression that keeps your customers coming back for more, use your window display to grab their attention. Tell the story of your brand but don’t give everything away – you’re only teasing them at this point. Bold colours that match your brand and external window graphics can be very enticing. If it fits your style, customise your window display with drawings and messages.
Layout tip #2: display your must-have merchandise to the right
Several studies show that people tend to look first left and then immediately turn to the right when they enter a shop. That being said, make sure you maximise your high-power location by arranging your merchandise in an awe-inspiring and creative way that tells a story in line with your branding.
Layout tip #3: use signage to guide your customers
Customers need your layout to be logical and easy to navigate. Bold internal signs that point to the goods displayed in each aisle, the fitting rooms, and the counter will make visiting your shop feel like a walk in the park.
Take Iceland’s Catford store, for example, which underwent a design revamp. Through adept project management, every last surface has been utilised to provide a bright, engaging, and easy-to-navigate store experience. Way-finding signage guides customers through the aisles, wall graphics inform consumers about the latest deals, and checkout vinyl wrapping encapsulates a great branding experience.
Enhance the store ambience
Once you’ve grabbed your customers’ attention from the get-go with your impeccable store layout, you need to sustain it throughout the whole shopping journey. The reason why physical stores still exist is that customers want to see, feel, and smell the products you offer – something they can’t do online. Get personal with your consumers by playing with the store ambience.
Lighting to enhance product appeal
Instore lighting might have been underrated until recently, but store owners and designers are realising the importance of good lighting to enhance customer experience and increase sales.
Say goodbye to outdated lights and hello to modern LED systems that highlight product colour and quality and, in return, build trust. Lighting also has psychological effects on consumers. Warm lighting is likely to create a homey feel, while bright light feels are great for 24-hour convenience stores that grab attention through the night.
A fragrance to remember
Scent marketing is a real thing and marketers all over the world are subtly using this technique.
To facilitate an immersive experience, implement a scent that complements your brand image and story. The science behind scent marketing is vast, and companies are already reaping its benefits. For example, a gas station increased its coffee sales by 300% by implementing the smell of fresh-brewed coffee. What’s your brand’s signature fragrance?
Provide “retailtainment” to your customers
If you’re wondering how to improve customer satisfaction, “retailtainment” is your answer. Retail meets entertainment in this new concept, and it’s set to pervade the industry. Its purpose is to provide customers with unique, immersive experiences that bridge the gap between the brand and the consumer.
Experiential marketing works with all the senses in order to position a product in its best light possible. Think product testing, VR technology, and augmented reality. Perhaps one of the best examples of “retailtainment” is the House of Vans in London. The well-known streetwear brand Vans has established a creative venue that includes a cinema, café, art, mini ramp, and live music.
The fusion of the digital and the retail space is what defines “retailtainment”. Since e-commerce is what’s driving the majority of sales, it’s really important to create a loop between your physical and online stores. For example, make your store ‘Instagrammable’ by adding an Instagram backdrop where customers can take photos and tag you on the platform. Creating an omnichannel experience is the way forward.
Having a physical store is still on the cards. Now more than ever, you are presented with the chance to reinvent your retail space, enhance customer experience, and attract new business. Be the leading force in the industry!
Sources
https://www.shopify.com/retail/the-ultimate-guide-to-retail-store-layouts
https://www.entrepreneur.com/article/223808
https://cloudcovermusic.com/research/retail-marketing-survey-2019
https://retailinasia.com/in-telligence/how-retail-lighting-design-affects-customer-experience/
https://www.tokinomo.com/blog/retailtainment-is-the-future-of-shopper-engagement
