Tips for providing an attractive retail experience
With the following tips, smaller retail stores can take advantage of the display strategies that make grocery stores so successful.
The power of visuals
When you go grocery shopping, you usually cover a list of essentials, but you might add a few items in your cart that you just had to have because they looked too good to pass up. That is the power of strategic display and atmosphere. Even if you don’t own a food-centric business, you can carry over some of the same tactics used by grocery stores into your retail business.
Get the lighting right
If a store is too dim, items on the shelf will not attract the customer’s eye, produce may appear flat and unappealing, and people may miss some merchandise altogether. Use bright white primary lighting across the store, then utilize accent lighting to spotlight important displays. Some forms of lighting may grow dimmer over time, and while you may not notice, your customers will. So replace lighting regularly, even before the bulbs burn out.
Design displays to inform purchases
Displays aren’t just for telling customers what’s on sale that week. Use end caps at the end of aisles and gondola signs to display promotional items with both a high impulse-purchase rate and a high profit margin for your store. Group multiple, but related, items together to give customers ideas for things they didn’t even realize they needed. For example, hot dog buns stacked with condiments and barbeque equipment.
Organize shelves with white space
Shelves that are too busy can become confusing or overwhelming to customers. Don’t be afraid of white space. It helps to draw attention to what you have, so products won’t get lost in the visual clutter. Organize shelves with the priciest merchandise at the top, competitively priced staples at eye level, and cheaper generics at the bottom. Keep related products nearby so customers don’t have to search too far. For instance, pasta next to pasta sauces. For fresh food displays, alternate greens with brightly colored produce like peppers and carrots, in order to create visual interest.
Build unique experiences
The advantages of having a brick-and-mortar location are one-on-one customer service, supply chain transparency, and selection. Play these aspects up by using your space to host events where you can feature product demonstrations, offer samples, and share personalized suggestions for your customers. And don’t forget to actively market these unique customer experiences.
Providing a pleasant shopping experience for your customers is one of the keys to a successful business. We may be told not to judge a book by its cover, but appealing visuals and atmosphere draw in customers. Use these tips and you’ll likely keep those customers, too.