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Store Design Tips to Enhance Marketing and Increase Sales
By Douglas Horst
Retail is a highly competitive arena, especially for children's
products. When you are designing a juvenile or baby shop, it is important
to keep in mind that the environment plays a key role in your marketing
and sales efforts. Consider the interior design of the store as your silent
salesman putting people in the mood to buy.
Whether you hire an architect or do it yourself, remember that you can't
be all things to all people. Find your niche and build on what you do
best. First, identify and define your customer profile so you can target
the audience with design elements that are important to them. For example,
a large number of shoppers may be expectant mothers or grandmothers. If
this is the case, keep the merchandise easy to see and reach, so your
customer doesn't have to wade through a myriad of products. When
appealing to a more upscale clientele, you might use wood floors instead
of vinyl tile and more elegant materials such as leather. For mothers
with kids, it's necessary to have enough space between the fixtures
for strollers.
Image is the key to a store's success and should be adapted to your
customer's profile. Remember, that first impression counts. You only
get one chance to "wow" the customer and translate your message
with proper visual props, graphics and merchandising displays.
Creating the right interior doesn't follow hard and fast rules. However,
the layout design, product displays, image, colors, materials, lighting,
etc. depend on such factors as the consumer, merchandise mix, size of
store (physical constraints) and customer service. Often the shopper is
new to purchasing this type of product, so make it easy and comfortable
to buy in your store.
Simple ways to achieve this are:
• Avoid narrow aisles.
• Keep the space visually open.
• Arrange the product in a visually striking way.
• Direct your customer to the merchandise, customer service area,
cash wraps, etc.
by creating interesting focal points and clear traffic patterns.
Here are some simple ideas that retailers can easily implement on their
own:
• Keep the product fresh—don't buy in too much depth as
to prevent a sell through.
• Clearly identify the merchandise by size, style, category, etc.
• Tag product properly for price visible signage and graphics.
• Provide service/assistance for first time shoppers.
• Keep small merchandise like hats, booties and gloves organized
and neatly displayed. Layette items can be bagged, hooked or folded over
hangers.
• Kid's stuff is considered "happy" and should evoke
a joyful, fun mood with lighting that is not dim or too theatrical.
• Cleanliness is critical for a baby shop, so be sure everything
is tidy.
• Mother's wants fresh smelling air that can be achieved through
aromatic systems.
• Play soft baby music such as nursery rhymes that may remind mom
of home
• In-store promotional events like exercise classes for new moms,
nutrition, feeding and baby care will help to increase traffic.
For an advanced retail design project that requires construction, renovation,
or a new image, consider hiring an interior design firm that is well versed
in the retail industry.
If you want to get personal attention and a fresh design approach, it's
best to go with a small to medium sized firm. First, you will usually
work directly with the principals ensuring more concern for the job and
quicker turnaround. Keep in mind that designers who have created unique
environments on lower budgets can certainly do even more on a higher budget.
Design firms that have won awards and been published in magazines are
a plus. This shows that they have been recognized for their work. The
designers should be energetic and excited about the project. (Retail design
is a lot of work – make sure they'll tackle it).
When meeting with your designer, be sure to:
• Identify your objectives clearly.
• Articulate your company philosophy and the visual message you want
to convey to the customer so the designer can create a unique concept
to fit your needs— analyze problem areas, customer complaints and
requests.
• Know the merchandise and be prepared to thoroughly explain its
quantity, style, display preferences, seasonal fluctuations, required
merchandising, flexibility, etc.
Douglas Horst, President, Horst Design International (HDI),
based in Cold Spring Harbor, NY, is an award-winning retail planning and
design firm ranked among the top 30 in North America. The firm is credited
with over 45 million square feet of successful store imaging for all types
of merchandise.
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