Presenting Your Store
Establishing the Look of Your Store - Matching Fixtures to Your Brand
Image can be described as the overall look of a store and the series of mental pictures and feelings it evokes within the beholder. For the retailer, developing a powerful image provides the opportunity to embody a single message, stand out from the competition and be remembered.
As a rule, image is the foundation of all retailing efforts. While store layout, presentation, signing, displays and events can all change to reflect newness and excitement from week to week, season to season, they must always remain true to the underlying store image.
Studies indicate that a retailer has roughly seven seconds to capture the attention of a passing customer. The following elements combine to form a distinctive image that not only reaches out and grabs the customer's attention, but makes a positive impression within those precious few seconds.
The Image Makers
- Distinctive Store Name
- Store Windows that Stop Traffic
- An Inviting Store Flow
- Consistent and Compelling Store Fixtures and Displays
1. Distinctive Store Name
An effective store name sets the tone and provides a store's identification by conjuring up an image in the customer's mind.
A store name should be easy to say and remember, indicative of the images and feelings you want the customer to retain and unlikely to sound dated in a few years.
2. Store Windows that Stop Traffic
Customers simply don't have the time to "read" into the store, so just as your store name and trademark -- the title of your" book" -- must provide instant recognition and recall, your exterior storefront -- the cover of your "book" -- must project a welcoming, clear and concise image of what' s in-store.
A store's exterior windows or glass storefront provide an additional opportunity to reach out and grab the passing customer. Windows are integral in creating a positive impression since they offer an opportunity to begin telling your store's unique merchandise story immediately.
Many retailers underestimate the powerful pull of an effective window, treating the area more as additional stock space than the true image-maker and magnet it can be. This prime real estate should be approached as a showcase for the newest seasonal merchandise dramatized with props and themes in keeping with your store image. Since this display can and should be changed frequently to showcase new products and promotions, it might be worth it to consider customizable window displays so you aren't constantly replacing your previous fixtures in order to showcase something new.
3. The Store Flow
Once customers have been drawn into your store, you need to be able to further entice them to browse the entire store, not just the entrance. This is where a well designed store flow comes into play.
Often, plans that look good on paper fail miserably because they are developed from the retailer's vantage point, not the customer's. Many retailers plan their flow based the positioning of a few product lines. But is that the customer's vantage? Not typically. Usually, the direction of customer traffic flow is influenced "by the location of a parking lot, a public transportation terminus or some other physical feature...displays canted or slanted to that dominant direction of traffic will get more serious attention."
In all types of store entrances, customer's need to get the impression that they (and their children) will be comfortable and welcome. Obstacle courses, visual clutter and "Do Not" signs on the doors are negative turn-offs that often result in a negative first impression and a lost customer.
Creating a consistent positive impression is important -- particularly so if you have more than one store. Customers should be able to recognize and identify with your store, whether it is in Victoria or Moncton. Even if your multiple locations differ in size, shape, design and even merchandise mix, you can create continuity of image by having common elements throughout the chain. Consider applying the same store trademark to all of your marketing, using the same fixtures and window displays, and having a consistent layout and flow.
Smart Fixtures offers free store planning assistance where a design specialists will create a custom 3D layout for you that allows you visualize the placement of displays and placement of merchandise for maximum use of space and optimal store flow.
4. Consistent and Compelling Store Fixtures and Displays
Once you have developed an enticing flow to draw customers into the store, you will need to continue the look and image of your store with a coordinated set of fixtures that fits the color scheme, signage, and merchandise you have selected. Price should not be the single determinant for your fixtures selection. Functionality, versatility, durability, and color options are all more important than price when it comes to creating a shopping environment that works.
Vary the eye level of shoppers as they move through the store. This will engage them in looking all over, helping to ensure that merchandise on upper or lower shelves does not get overlooked.
Have sufficient displays so that shelves are not overcrowded. Crowded displays look unorganized and un-compelling.
Use nesting tables and hanging racks as needed to to engage customers with focus product lines.