Store Location and Marketing
The appearance of the entrance, foyer, and shop windows play a very important role in shaping the perception of the store. Doors and steps should be clean, not dirty, shop windows whatsapp number canada should not have flashy banners about discounts, reminiscent of a market from the 90s, and presentable retail premises should be located closest to the entrance, not fruit and vegetable stores.
If the above conditions are difficult to meet, then it is necessary to look for original ways to arouse the interest of the audience.
To evaluate the effectiveness of your location, refer to the trading area map.
This is done as follows. First, on the map of the area, we mark the store that occupies a central place. Then we indicate the following objects within a 15-minute walk from the outlet: competitors, partners, customer flow.
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Interior space
Bright lighting is very important, which will provide a good overview of the retail space. Naturally, all display cases and glass surfaces must be clean.
The air must be fresh. The presence of aromas corresponding to the products sold is allowed: baked goods - for a bakery, perfume - for cosmetics stores (but only neutral). At the same time, even a store selling elite alcohol should not smell of this very alcohol.
Merchandising is a set of rules that must be followed when displaying goods on the counter. Over the past decades, merchandising has become a whole science. Products are displayed in a given sequence at eye, chest, and leg level. The goods are also laid out horizontally, observing intervals, color compatibility, belonging to the same product category, etc.
The top product should be located at the back of the sales area. The idea is that the buyer will look at other products while searching for this product. The experience of IKEA is indicative in this regard, where furniture is displayed in such a way that the store visitor does not miss a single group of products.
Ikea
It will be useful to use the golden triangle rule, at the vertices of which are the cash register, the entrance, the counter with the goods of the main demand. In the center of the triangle are the top goods that arouse the greatest interest.
Banners located inside the sales areas with discounts and promotions should be bright and eye-catching. In many cases, photos of happy people with the goods sold in the store are also used. This has a positive psychological effect on customers.
Product price tags should be clearly visible at least at a distance of 30–40 cm, and this applies not only to the cost, but also to the description of the properties. The text should help to arouse interest in the product. The information on the packaging indicated by the manufacturer will help to compose it.
The uniform of the sellers inspires confidence and creates a sense of solidity. A good alternative would be to introduce a dress code, in which the store staff wears formal office clothes. It is also advisable to use badges indicating the position and name of the employee.
An unobvious point is the direction of the flow of visitors. Did you know that the optimal arrangement of goods is such that buyers move around the hall counterclockwise? The reason is that most people are right-handed, and this order of inspection is more convenient for them.