Brick and mortar stores must find ways to engage better with their customers. The planning and design of your store is a key factor in the overall success of your business; with the right store plan, brands can directly communicate with their customers, "merchandise will sell itself when there is a great store design, but when it is wrong even the best product can sit on a shelf gathering dust" says Karen Estrada, Director of Luxury Goods at Artco Group!
The way your store is arranged and your display fixtures are placed can make a big difference; walls, flooring, primary and accent colors, fixtures, signage, wall striping etc, must work together to tell a single story. A mixture of human psychology, retail security, and design trends gives retail designers and store planners the necessary background to revitalize your store. if you are in the process of opening a brand new store or perking up your existing one, make sure to do your own research, establish a visual design , theme or concept, here are five things you should know before meeting up with your store designer, that will help you to get the best results.
1. Know your Brand
Your brand is the communication of a promise to your costumers, a promise on the quality of product, level of services and overall shopping experience. a successful business ingrains it's brand so clearly in all of its offerings that it becomes part of them, a simple icon, tone of voice or a design style will instantly affiliate with the brand. Think about your ultimate business goal, what exactly do you want to communicate to your costumers? What makes your product different and unique?. Effective branding influences costumers and encourage sales; it plays a huge role in the retail costumer jou. It’s been proven that design-driven brands such as Apple outperform their competitors commercially.
2. Know your Product
The service and presentation of your product is critical, merchandise must be at the core of your store plan and design project, therefore specific equipment such as fixture and lighting needs to be selected based on your product selection. Think of materials and colors that complement your product, signage, and other brand elements; keep in mind though that the true purpose of your fixtures is to house merchandise, you are not suppose to see them, try not to fall in love while searching for options, your product is the star, make it "shine". a store planner can also give you suggestions for enticing impulsive buyers and recognizing when is best to display a small selection of products versus packing shelves with merchandise.
3. Know your Customers
One of the biggest mistakes brands make when it comes to offer great shopping experiences is second guessing their customers. Do not make assumptions about your audience demographic , utilize collected data about your costumers; everything from age, income, location, emotional triggers and lifestyle choices, this would allow you and your store planner to come out with display ideas that would tap into your costumers psyche, effective displays appeal to the shoppers and can also drive them to convert. Retailers are incorporating new lighting and technology trends to attract new generation shoppers; bold neon lights and holograms, are some examples of new ways to excite your costumers. Also background music can dictate a mood, a special atmosphere, maybe a sense of mystery. Which of this can you incorporate to make your store engage with your costumers as soon as they walk in?
4. Know your Budget
Your budget should be clear and realistic from the beginning, financial misunderstandings can lead you and your store planner in the wrong track to unrealistic designs, this can cause delays and unfinished projects. consider investing in smart and convertible fixtures, standard fixtures make difficult to upgrade or even accommodate new products, smart fixtures are more expensive up front, but it will save you money in the long run do to their great flexibility. If your store has built-in fixtures and you want to get rid of them, notify you store planner beforehand since these have to be taken down. Since you’ve done your research, once the final plan drawings are done, avoid making changes, this may cause even more changes in the electrical, lighting and millwork plans. when many changes are made additional design and installation fees may apply.
5. Specific Requirements.
Professional store planners know that every single square foot of the retail sales floor has a job to do. Set specific goals, ask yourself what expanded, or represented features will create more sales, nobody better than you knows what needs to be improved inside your store, think about areas that get crowded, analyze your POS location; are you satisfied with the costumer flow? Maybe you should reconsider the floor sales layout? These are the examples of questions you need to ask yourself, every sales floor is different, your store planner needs to have this specific requirements in mind to be able to solve all the existing problems that your store may have.
Overall, retail designers and store planners are being paid to boost your sales. The best way to meet a design that meets you store, is by expressing your specific brand goals and desires. New generation shoppers are demanding products that demonstrate their individuality, therefore brick and mortar stores must deliver shopping experiences that challenge their customers perceptions. In the process of designing your store communication is the key, and by having these aspects in mind you will be able to clearly express your ultimate retail design goal and let your store planner respond to you with amazing proposals.