As we all know, there are loads of different approaches when designing the interior layout of your store. However, there are also many ways that a retailer can employ someone to design your store to help you get sales. Designing your store's interior is much different to how it used to be, with all the digital technology used in shops these days.
When designing your store's interior you need to think about the key things. You want to tell a story of your brand, create amazing experiences for your customers. You want window displays that catch people's eye and draws them in, and you want to use signs to make things clear around your store. You want detail.
In this article, I will be covering all the basics of creating an effective store design that will help you get the customers rolling. You want them browsing more products and heading towards the checkout. The most important thing to know is that from that first moment that someone walks into your store, to the time they decided to buy something (or not buy something), a smart looking design in store will make a massive difference to whether you make a sale with that customer or not.
The Decompression Zone
The decompression zone is the first thing that customers step into when they enter your store. It usually consists of the first five to fifteen feet worth of space. Obviously though, it does depend on how big your store is. This is also the space where your customers make the transition from being in the outside world to their first experience of what you offer in your store. They also use this zone to make judgements of your store. For example, how cheap or expensive your store is, how well coordinated your lighting, fixtures, displays and colours are. As the customers are in the transition mode, they're more likely to miss products, signage or carts that you place there.
To The Right
It's a known fact in the retail community that 90 percent of customers, when entering a store, will turn right unconsciously. The first wall that your customers will see is referred to as a "power wall", and it acts as a high-impact first impression of your merchandise, so be sure you give it extra attention and decide carefully what you choose to display there and how you display it.
You want to grab your customers attention and make them intrigued with the products you choose to display, whether that's your new items or seasonal items, high profit items or high demand items, or whether you'll decide to do a story on your products or create a decorative vignette.
Walking The Path
It's a good idea to have your customers walking a path, although this will vary greatly depending on the size and layout of your store, but you know that your customers want to turn right, so as they do that you want to get them to continue walking through the rest of your store. This will gain maximum exposure of all your products. This doesn't only increase the chances of customers buying your products but it can also be a good way to control the flow of traffic through your store.
Each store has a different way of doing this. Some stores will use a circular path, taking the customer from the right, to the back of the store and then back round to the front. Some will make it easier just by covering the path with a different look or texture on the floor so customers are inclined to follow.
Something else to keep in mind is that you want your path to lead your customers somewhere, which means you need eye-catching and attention-grabbing displays, perhaps, for example, having a display at the end of an aisle.
You've put a lot of effort into properly displaying your products; the last thing you want is for customers to just hurry past them and then limiting the number of products that they'll purchase. The best way to beat this is by creating obstacles. This can be anything that gives customers a visual break and it can be achieved through signs, special displays or seasonal displays.
Merchandise Outposts are effective ways to move customers where you want them. These are special display fixtures featuring products near the end of the aisles or in between aisles that encourage unplanned buying while complementing products on display close by.
However, it's unlikely that you'll have "aisles" in your store, but it's still important to think about how you're going to group products in a way that makes it easy to see what goes well together in a shopper's perception. Remember to keep the most popular products displayed at eye-level. Anything else can be placed lower or higher up.
When you create these obstacles to slow down your customers, you will need to change them every week or regularly enough to keep your customers reacting the same way as they did the first time they saw it.
Are They Comfortable?
A typical customer, especially women, will avoid trying to reach something in an aisle where it's likely that they'll end up brushing another customer's backside or have their backside brushed. This is true even if the customer is really interested in a product. The best way to avoid this problem is to make sure that your aisle, floor and displays allow your customers to have room for personal space while they're browsing your products.
You can also make your store more comfortable by having some comfy seats and benches; it will also influence customers to spend more time in your store. If a shopper is shopping with someone that's not interested in making a purchase or if they have kids, the comfy seats will come in handy and make your customers feel more relaxed. It's also best if you keep the seats facing your products so that customers can browse while sat down, you'll be top on their mind while they're sat there, and you never know... They might see something that they like and want to buy.
Time To Checkout
A good rule for placing your checkout counter(s) and your POS stands is that the checkout should be placed at a natural shopping point in the shopping experience or in the path that you've created.
If you're customers naturally turn right when they enter, and you've managed to get them to go through the circle, you'll realise that the left side of the store, at the front, is the ideal location for your checkout counter. Although, this decision depends on the size and layout of the store, which means you'll need to consider everything before deciding where the most natural point to have the checkout is.
You also want to keep in mind that if you don't have any staff watching the store then it'll be important to keep an eye and see everything from where you're set up.
Below are other tips to keep in mind when designing your checkout counter:
- Have a counter big enough for your customers bags and/or personal belongings
- Create an interesting and/or engaging display on the wall behind
- Encourage impulse or last minute purchases by stocking items that customers love and commonly use/need close by
- Be polite! Ask questions like "Were you able to find everything that you were looking for?" and have signs explaining your exchange and refund policies.
Designing your interior is an ongoing process. You can always be switching up, tweaking, adding or taking away things, which will create a different experience for your customers each time that they shop.
Overall, that's what you want to focus on, the customer journey. You'll want to test it out and change it constantly. Have a walk through yourself and see where your path and obstacles guide you, or get your staff, friends or family to try it and give you honest feedback, whether that is good or bad.
Don't forget! Observe your customers and see what it is that they're drawn to, what they avoid and how they move around the store. Then use that within your design. Keep your eyes and ears open, by doing that you'll be sure to create an environment that is best for you and your customers. http://www.rockinghamdisplayshop.co.uk/latest-news/rds-retail-display-news/how-to-display-for-easter
What are the best points of sale and signage accessories to guide the customer through your store? https://www.sishop.com.au/blog/in-store-signage-guide-customers-through-the-purchase-path
With over 400 stores in Australia, Repco requires a reliable ongoing supply of general point-of-sale products to fulfil their ‘new and refurbish’ program.
Always one step ahead
By anticipating and forecasting Repco’s needs, we are able to fulfil their requirements for fixtures such as shelving and retail displays. We also hold stock to ensure Repco always has a reliable supply of these products available.
The support we give Repco with forecasting and stock holdings has allowed our relationship to grow for over 10 years.
“Repco has been purchasing from SI Retail for over 12 years now and they have consistently provided us with quality point of sale products. We can always rely on SI Retail to have stock available with quick turnaround time to our stores.
Sometimes our store programs can leave us with very short notice to roll out a store. However, we can always count on the team at SI Retail to support us and ensure stock is sent out to stores as soon as possible. We will continue to work with the SI Retail team and we hope to continue to grow our relationship with them for many years to come.”
GPC Asia Pacific (Repco Brand)
Check out more of SI Retail's case studies on our new corporate website at www.siretail.com
In 1994 Supercheap Auto required a reliable partner to supply all the display fixtures and fittings for their stores and have them on hand for their store expansion program.
Working hand in hand
Based on a handshake, we put a deal in place that would create a 26 year-long partnership. They constantly look to us for improvements and new ideas on how they can adapt and optimise different retail environments.
Today, we’re still thriving together, supplying display fixtures and fittings across all the Super Retail Group’s brands.
A major player in our growth
“SI Retail has been a major player in the growth of the Supercheap Auto Group for some 16 years now.
From early on with only a few retail outlets in Brisbane through to our mass expansion over recent years, SI Retail have been there to supply the fittings we have needed on time, every time. It is with suppliers like SI Retail that we as a group can achieve great things.”
Supercheap Auto Group
Check out more of SI Retail's case studies on our new corporate website at www.siretail.com
Over 200 store products, up to 70% off for a limited time only.
We have selected a wide range of quality store products covering all your in-store needs in terms of signage, displays and fixtures. All these products are on sale so you can improve your store merchandising at low cost for the New Year. This offer is available only in February so don’t miss out and visit www.sishop.com.au/specials/sale-products now.
Every week we will feature different types of products from slot wall gondolas to ticket frames and data strips so don’t miss out and visit SI Shop regularly.
Week 1 Sale – Brochure Holders – Slotwall Gondolas – counter displays
Display a combination of products on shelves and hooks with the stylish slot wall gondolas. UP TO 60% OFF
- 4 way Star
- H rack, perfect for fashion retailers
- Trapezium to shelve product
- Fix tower on castors, ideal for finding the best selling positions in-store
Display multiple booklets with our range of brochure holder displays, ideal for hotels, travel agencies, newsagencies and real restates. UP TO 55% OFF
- Brochure Holder Trolley
- Brochure Holder stands
- Wall Brochure holder
- Business cards
- Menu Holder perfect for restaurant and cafe
We also have a great deal on our spinner display, which is perfect to display small items such as jewellery, key rings and stickers
Week 2 sale – Display hooks – Data Strips
Various point of sale accessories are also on sale at up to 70% off so you can display pricing and product information clearly and cheaply.
- Flat data strips
- Angled data strips
- Top tape data strips
- Jaw data strips
- Standard clip strips
- Economy clip strips
- Piggy back strips adhere to back of existing data strip for added pricing or promotional use, Ideal for promoting your brand or special
- Shelf talkers
- Shelf Talker Grips
We have also selected various display hooks, which are on average 50% off:
- Single prong grid wire hooks 25mm
- Single prong grid wire hooks 75mm
- Flip scan grid wire hooks 25mm
- Flip scan grid wire hooks 75mm
- Fastback flip scan pegboard hooks, designed to save time moving hooks on display without removing the whole hook
- Uniform single prong pegboard hooks, designed to sit at the same level as a flip scan hook for a neat display
- Plastic pegboard hooks
We will add products featured on week 3 and 4 of February soon with the direct link to the product pages for easy browsing and shopping.
Client: Road Tech Marine
Location: Underwood, QLD
Fit Out: SI Retail
SI Retail and Electus Distribution have had a strong partnership for many years so when the latter launched new retail brand Road Tech Marine, SI Retail was the obvious choice for the new store fitout.
Road Tech Marine is positioned in a niche market; they supply parts and accessories for travellers who regularly hit the road or the water in search of adventure.
It offers thousands of products making them the go to retailer in this retail segment. The store displays a large portion of their range in-store and the rest is available through catalogues and online.
The main challenge for the store layout was to be able to display a wide range of accessories while keeping it simple with a clean look. The aisles are wide and the gondolas light grey to add a sense of space. They also use colours to signal main categories so they avoid cluttering the store with signage.
"The strength and flexibility of SI Retail’s metal work such as the gondolas allowed versatility and flow in our floor plans, which then became reality, says Mark Rogers, Merchandising and Technical Manager at Road Tech Marine
SI Retail’s range of displays is the key factor for Road Tech Marine to present a shopping experience to the consumer and not just a store", says Mark Rogers.
SI Retail provides all the metal gondolas, garment racks, hooks and data strips, shopping baskets, wall strips, counter and customised displays.
“SI Retail’s product range and our account manager, Daniela have been instrumental in the fitout and look of all Road Tech Marine stores throughout Australia", says Rogers.