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When Your The Target Syndrome<\/span><\/b> <\/span><\/span><\/p>\n Think When Create and Control the Shopper Journey<\/span><\/b> <\/span><\/span><\/p>\n We\u2019re 1. <\/span>The 2. <\/span>The 3. The Set 1. <\/span>Create Potential Intricate 2. <\/span>The Stand 3.<\/span><\/b> <\/span><\/span>Consider The Color Primary 4. <\/span>Check While 5. <\/span>Work your Decompression Zone<\/span><\/b> <\/span><\/span><\/p>\n Every 6. <\/span>Choosing It\u2019s There Grid layout: Loop Free-flow 7. <\/span>Watch for d<\/span><\/b>esire paths<\/span><\/b> <\/span><\/span><\/p>\n Have you ever skipped the 8. <\/span>Choose the right fixtures<\/span><\/b> <\/span><\/span><\/p>\n Fixturing 9. <\/span>Optimize your Lake Front Property<\/span><\/b> <\/span><\/span><\/p>\n There 10. <\/span>Cause a pause<\/span><\/b> <\/span><\/span><\/p>\n \u201cSpeed Bumps\u201d Create Change 11. <\/span>Be Say you 12. <\/span>Vary Displays 13. <\/span>Utilize The The 14.
\ndid you last make a major floor move? And we don\u2019t mean moving product from
\nover here<\/i> to over there.<\/i><\/span> <\/span><\/span><\/p>\n
\nsales floor is a living, breathing entity that should change (frequently) in
\norder to flourish. If your store is full of the latest product, but your sales
\nare in a rut it, it could be because your customers are bored. They come to
\nyour store not just to buy \u2013 they come for ideas and inspiration. They come to
\nbe entertained, and even when they don\u2019t buy anything, it\u2019s the experience that
\nbrings them back.<\/span> <\/span><\/span><\/p>\n
\nabout the last time you shopped at a Target store. How much did you spend?
\nChances are, even if you went in to buy a bottle of glass cleaner you spent at
\nleast $50 on things you hadn\u2019t planned on purchasing. We call this \u201cThe Target
\nSyndrome\u201d because it doesn\u2019t happen in other big box stores.<\/span> <\/span><\/span><\/p>\n
\nyou look hard at a Target store you see a largely neutral box that allows the
\nmerchandise to pop. The sales floor serves as a backdrop for powerful signing
\nand creative displays that encourage you to fill your cart with things you
\ndidn\u2019t realize you needed until you got there. The store layout is designed to
\nmove you easily throughout the store.<\/span> <\/span><\/span><\/p>\n
\nknown for our store makeovers \u2013 both physically and virtually \u2013 on all sorts of
\nstores. We begin each one by observing how people shop the sales floor: Where
\ndo they go? Where do they linger? Which areas do they avoid or miss altogether?
\nAfterwards, we take a hard look at \u201cThe Big 3\u201d \u2013 the three critical things that
\nmust be assessed before beginning a layout overhaul:<\/span> <\/span><\/span><\/p>\n
\nEnablers.<\/span><\/b> These are the important but often overlooked things that
\nallow customers to shop comfortably. Enablers make shoppers feel welcome: Think
\ndisplays and signing that attract attention, carts and baskets that do the
\nheavy lifting, clear, easy-to-navigate aisles, and strong displays that make
\nshoppers excited to interact with the merchandise, and most importantly, buy.<\/span> <\/span><\/span><\/p>\n
\nInhibitors.<\/span><\/b> These are the potholes, the shopper-stoppers that disrupt
\nthe buying experience. Good examples include empty fixtures, messy or
\nunorganized displays, product that\u2019s stacked too high, or displays that are
\npacked so tightly they turn customers away. The Inhibitors give us a strong
\nindication of how well the store is run.<\/span> <\/span><\/span><\/p>\n
\nImpression Points.<\/span><\/b> These things start outside of your front door \u2013 sometimes
\neven in the parking lot if your store is free-standing or located in a strip
\ncenter \u2013 and continue throughout the sales floor. The Impression Points create perceptions
\ncustomers carry with them as they shop your store. They also contribute to what
\nthey share with friends afterwards. Impression Points create customer Moments
\nof Truth \u2013 aha moments, both good and bad. A typical visit to your store could
\nresult in more than 25 moments of truth.<\/span> <\/span><\/span><\/p>\n
\nYour Sales Floor to Sell!<\/span><\/b> <\/span><\/span><\/p>\n
\nwinning windows<\/span><\/b> <\/span><\/span><\/p>\n
\ncustomers should be able to take in your window displays in eight seconds or
\nless. Your displays should capture the eye and hold attention long enough for
\nthe passer-by to absorb what\u2019s being shown and entice that person to come into
\nyour store.<\/span> <\/span><\/span><\/p>\n
\ndisplays with lots of little parts are hard to set and the details are often
\nmissed by shoppers. Instead, create displays using props and larger products
\nthat will be noticed in those critical eight seconds. Add vinyl lettering to
\nthe display that highlights what you sell and consider replacing window
\ndisplays with vibrant photo graphics that fill the space when the window
\nsize\/shape is less than ideal.<\/span> <\/span><\/span><\/p>\n
\nfirst 10-second impression<\/span><\/b> <\/span><\/span><\/p>\n
\njust inside the front door and look around. In the first 10 seconds inside your
\ndoor shoppers are making value judgements about what they see, thinking \u201cShould
\nI grab what I need here or head to another store to browse at my leisure?\u201d View
\nyour sales floor from just inside the door each day, checking to ensure you are
\ngiving shoppers the impression you intended.<\/span> <\/span><\/span><\/p>\n
\nyour store decor<\/span><\/span><\/b> <\/span><\/span><\/p>\n
\ncolors and textures you choose for your decor matter. Do all the design
\nelements you have chosen work together? Does the paint color on the walls work
\nwell with the flooring? Does your signing incorporate your colors and is your
\nbrand well represented on the sales floor?<\/span> <\/span><\/span><\/p>\n
\naffects people in different ways; some colors cause people linger, others
\nto leave. Color is typically categorized in two different ways in in store
\nd\u00e9cor: primary colors (neutrals) and secondary colors (bold accent colors).<\/span> <\/span><\/span><\/p>\n
\ncolors are used in 80% of a store\u2019s d\u00e9cor to create a relaxed atmosphere for
\ncustomers to shop and to make the merchandise the star. <\/span>Accent Colors are used in 20% of the store\u2019s
\nd\u00e9cor to make it pop. Think of accent colors as attention grabbers.<\/span> <\/span><\/span><\/p>\n
\nyour sight line<\/span><\/b> <\/span><\/b><\/span><\/p>\n
\nyou are still at the front of your store check its sight line. You want
\nshoppers to be able to see into and through the sales floor. Get rid of tall
\nfixtures near or at the front that block displays housed behind them. A good
\nrule to follow is to place shorter fixtures near the front and taller fixtures
\ntowards the rear of the store. Remember, the more shoppers see, the more they\u2019ll
\nbuy.<\/span> <\/span><\/span><\/p>\n
\nstore has an area located just inside the front door that\u2019s known as the
\nDecompression Zone, the size depends on your store\u2019s square footage. This space
\ngives shoppers a chance to transition from whatever they were doing outside of
\nyour store to shopping. Understand that the Decompression Zone is a no man\u2019s
\nland and that shoppers will walk right by anything you place there. It makes
\nsense to place floor signs, carts, baskets, product displays, etc. just beyond
\nthe Decompression Zone where shoppers are more likely to see them.<\/span> <\/span><\/b><\/span><\/p>\n
\nthe right layout<\/span><\/b> <\/span><\/span><\/p>\n
\nsaid that 50 percent of your sales floor is never seen by shoppers so a big
\npart of your job is to create and control how they move about the sales floor.
\nThis isn\u2019t done by building or moving walls but rather by how you specifically place
\nyour fixtures.<\/span> <\/span><\/span><\/p>\n
\nare many variations of layouts to choose from but the following the three most
\npopular:<\/span> <\/span><\/span><\/p>\n
\n<\/span><\/b>Grocery
\nstores use a grid layout where fixtures run parallel to the walls. Shoppers
\nhave been trained to pick up a cart at the front door and walk up and down
\nevery aisle. In a grid layout end features are the stars.<\/span> <\/span><\/span><\/p>\n
\nlayout: <\/span><\/b>Best Buy, Target and Macy\u2019s rely on a loop layout to move
\nshoppers through the store. Loop layouts utilize a clearly defined main aisle
\nthat circles through the store like a race track. Loops offer maximum product
\nexposure because the perimeter walls and gondola valleys are just as important
\nas the end features. Loop layouts generally work best in a larger footprint.<\/span> <\/span><\/span><\/p>\n
\nlayout: <\/span><\/b>Boutique and specialty retailers benefit from a free flow
\nlayout.<\/b> In this layout, customers
\nshop the sales floor according to how and where you place the fixtures. Free
\nFlow Layouts are completely flexible and easy to set and easy to change.<\/span> <\/span><\/span><\/p>\n
\nsidewalk and cut across the grass because it was a quicker way to get where you
\nwere going? In doing so you created a shortcut called a desire path. You have
\nthem on your sales floor too. Check your carpeting for excess wear in certain
\nareas or spend time watching how customers shop the store. Once you identify
\nthe shortcuts they prefer, you can place displays directly in the middle of
\nthat space.<\/span> <\/span><\/span><\/p>\n
\nshould add to the ambiance of your sales floor but it should never be the focal
\npoint: Good fixtures let the merchandise stand out. You need basic fixturing
\nlike wall units, gondolas, and shelving to maximize dollars per square foot, plus
\nspecialty fixturing for feature displays such as Speed Bumps. The Americans
\nwith Disabilities Act (ADA) requires a
\nminimum of 36\u201d in between fixtures so all customers can shop comfortably on
\nyour sales floor.<\/span> <\/span><\/span><\/p>\n
\nare parts of your sales floor that are more important than others; we call
\nthese areas Lake Front Property. <\/b>Use this<\/span> <\/b>space to feature new, important, and high-margin product.
\nMerchandise the basics toward the rear of the store so shoppers have to walk
\npast fashion and seasonal merchandise to get to them. If your store has a
\ncenter door, the majority of customers will enter and either look or turn to
\nthe right. Items here should be merchandised with particular care.<\/span> <\/span><\/span><\/p>\n
\nare the first displays a shopper sees when entering the store. Located center
\nstage, speed bumps slow shoppers down and set the tone for what they can expect
\nto find as they browse the sales floor.<\/span> <\/span><\/span><\/p>\n
\na focal point using small nesting tables that are cross-merchandised with
\nattractive groupings of related products. Tell a story. Why just sell a handbag
\nwhen you can add on a wallet, makeup bag, keychain and a scarf, too?<\/span> <\/span><\/span><\/p>\n
\nyour Speed Bump displays at least once a week, whether they need it or not.
\nMore often, if you have frequent, repeat customers or the displays sell down or
\nbecome shopworn.<\/span> <\/span><\/span><\/p>\n
\nstrategic with merchandise outposts<\/span><\/b> <\/span><\/span><\/p>\n
\nare at the grocery store a few days before Thanksgiving. As you round the
\ncorner to get to the turkeys you have to pass a series of displays of other things
\nyou\u2019ll need to complete your holiday meal. These displays, called merchandise outposts,
\nallow you to cross-merchandise throughout your sales floor. They encourage
\nimpulse purchases and are especially effective during the holidays to highlight
\nimmediate gifting needs.<\/span> <\/span><\/span><\/p>\n
\nthe heights<\/span><\/b> <\/span><\/span><\/p>\n
\nwork best when they incorporate height and depth, so add props and risers to
\ntable displays to add interest. Vary the arm heights on apparel fixtures, on
\ngondola shelving, and wall units. When everything is the same height nothing
\nstands out.<\/span> <\/span><\/span><\/p>\n
\nthe power of 3<\/span><\/b> <\/span><\/span><\/p>\n
\nhuman brain is wired to seek out the asymmetrical. That\u2019s why we are drawn to
\ndisplays that feature products grouped in odd numbers, especially in groups of
\nthree. These odd numbered groupings force the eye to move around, causing the
\nshopper to see more of the items on display.<\/span> <\/span><\/span><\/p>\n
\nPower of 3 also benefits from the Pyramid Principle. <\/span>This is where you place the tallest item in
\nthe center and flank it with smaller items. The eye unconsciously seeks the
\ntallest item first before scanning the smaller items at its side, creating a
\npyramid-like step down. Again, shoppers see more of what\u2019s on display.<\/span> <\/span><\/span><\/p>\n