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I was walking down the halls of an exclusive mall the other day. My eyes were having a field day, trying to absorb so many visual impressions. Some stores seemed to scream “come in”, while others were as bland and boring as a blank sheet of paper. Creating an inviting store environment for your customer is just as important as offering the most fashion- right merchandise.

Your customer’s first impression of your store is in the window displays. The windows set the tone for your store. What you show in your windows can either welcome the customer to enter or tell her to keep walking. Merchandise should be presented in a clean, uncluttered manner, with signage kept at a minimum. You want to have a central theme, be it color, fabric, or style. If you have windows on either side of a central doorway, make sure that the displays are coordinated, so you have an uncomplicated visual for your customer. Windows are a form of advertising, and in many cases, can be more effective than an expensive newspaper ad. When you are at market, keep your display windows in mind when you buy new and exciting items. If possible, have your window lighting on a timer, so that even when your store is closed, your merchandise is still front and center for prospective customers. At your cash wrap, keep a list by size and price of what is in the windows; your staff needs to be able to be knowledgeable for customer questions when they arise. Lastly, make sure you change your window displays weekly.

Now that you have enticed the customer to enter your store, make sure that once she enters, she will not be disappointed. The careful selection of wall color and floor covering is an important element of store design. In a clothing store, for example, soft rose/peach tones on the walls compliment most clothing while flattering the skin tones of female customers. Neutral floor colors in wood or carpet complete the “shell” of the store. Your merchandise is what you want your customer to focus on, not the store’s walls or floor! In working out a layout of your fixtures, keep in mind traffic flow, allowing for an unobstructed view of your entire store. Placement of the cash wrap should be strategic for security purposes, and within eyes’ view of fitting rooms. Your basic merchandise can be allocated to the walls, while your more fashion forward items deserve prime floor space. Purchasing versatile fixtures allows for easier changes to your floor layout. Use a variety of coordinating fixtures to add interest. Displays tell a story, so keep it simple by having only one theme to each rack. Spotlight new trends with mannequins or single hooks attached to pillars or walls. Be sure to replace sold items from displays quickly. As with the windows, changing the merchandise around on a regular basis ( preferably weekly) keeps the store looking new and fresh, especially for frequent repeat shoppers. Advertised items should be located in a prominent place.

Lighting is important. Just as attention was paid to lighting your display windows, you should also pay heed to highlighting your merchandise within your store by the use of spot and flood lighting. Spotlights zero in on a single rack or display, while floodlights give a broader range of light. Track lighting is popular and inexpensive to install. You can use both spots and floods on the same track, depending what displays you are looking to emphasize.

Signage, if used properly, can enhance the customer’s experience. Long and elaborate messages only confuse and annoy, so keep it simple. Examples of good signage would be to highlight a particular trend, vendor, or theme. Designating your sale or clearance merchandise area is appropriate, but keep the number of signs to a minimum. Store return polices are often displayed on the counter of the cash wrap in a small upright sign holder. Your sales staff should be your “human signage” to explain about the merchandise.

Housekeeping is what will differentiate your customer’s shopping experience from the competition, so make sure you and your staff make every effort to keep your store clean and appealing at all times. Basics look better when arranged by color or size. Accessory items should be placed close to what they are complimenting. In a clothing store, make sure that all buttons, ties, and belts are regularly checked and hangers straightened, all facing in the same direction. Fitting rooms should be emptied promptly, and merchandise returned to the appropriate display rack.

Well thought out store design, layout and merchandising takes time to perfect. However, that time can make the difference between a ho-hum shopping experience and an exciting one. Your staff will enjoy working in a constantly changing environment, your customer will be eager to return more often, and you, the owner, will see a better bottom line. Once again, everyone wins!

Nancy Proman, Dynamic Experiences Group,
nancy@dynamicexperiencesgroup.com (612) 281-9415.