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\nHow\u2019s your store looking these days?
\nTired and in need of makeover? We\u2019ve all heard the statement, \u201cthere\u2019s nothing like a fresh coat of paint
\nto change things.\u201d<\/i> It\u2019s true; a fresh coat of paint on your store\u2019s walls
\ncan have a big impact on your business and your customers. But a fresh coat of
\npaint is not enough. When your sales floor is stale or outdated, it can cost
\nyou in sales. Markets change quickly and competition is tough. The local coffee
\nhouse competes with Starbucks, the apparel shop down the street competes with
\nthe national chains, and when your main competitor remodels the store, we can
\nguarantee that your customers will stop in to check it out.<\/span><\/div>\n
\nTired and in need of makeover? We\u2019ve all heard the statement, \u201cthere\u2019s nothing like a fresh coat of paint
\nto change things.\u201d<\/i> It\u2019s true; a fresh coat of paint on your store\u2019s walls
\ncan have a big impact on your business and your customers. But a fresh coat of
\npaint is not enough. When your sales floor is stale or outdated, it can cost
\nyou in sales. Markets change quickly and competition is tough. The local coffee
\nhouse competes with Starbucks, the apparel shop down the street competes with
\nthe national chains, and when your main competitor remodels the store, we can
\nguarantee that your customers will stop in to check it out.<\/span><\/div>\n
\n<\/div>\n
\nRetail makeovers \u2013 store planning and
\ndesign \u2013 have consistently been at the top of our list of things retailers need
\nto do well in order to have a successful store.
\n<\/span>Merchandise will sell itself when a store\u2019s design is good, but when
\nit\u2019s not, even the best product can sit on your shelves gathering dust. The
\npurpose of your sales floor is not merely to look pretty, its purpose is to
\ncreate an environment that attracts customers, entices them to spend time in
\nthe store and encourage them to purchase impulsively while they are there. It\u2019s
\na tall order, but it\u2019s easier than you might think. Here is a checklist of
\nthings you can easily do to keep your sales floor current:<\/span><\/div>\n
\ndesign \u2013 have consistently been at the top of our list of things retailers need
\nto do well in order to have a successful store.
\n<\/span>Merchandise will sell itself when a store\u2019s design is good, but when
\nit\u2019s not, even the best product can sit on your shelves gathering dust. The
\npurpose of your sales floor is not merely to look pretty, its purpose is to
\ncreate an environment that attracts customers, entices them to spend time in
\nthe store and encourage them to purchase impulsively while they are there. It\u2019s
\na tall order, but it\u2019s easier than you might think. Here is a checklist of
\nthings you can easily do to keep your sales floor current:<\/span><\/div>\n
\n<\/div>\n
\nq<\/span><\/span><\/b> <\/span>Store Decor<\/span><\/b><\/div>\n
\n<\/div>\n
\nShoppers make value judgments about your store within the first 10
\nseconds of contact. They don\u2019t even realize they\u2019re doing it, but they are
\nmentally cataloging whether or not it\u2019s a good place to shop.<\/span><\/div>\n
\nseconds of contact. They don\u2019t even realize they\u2019re doing it, but they are
\nmentally cataloging whether or not it\u2019s a good place to shop.<\/span><\/div>\n
\n<\/div>\n
\nOne of the first things shoppers notice inside your store is your d\u00e9cor
\npackage; <\/span>we say package because all of
\nthe design elements \u2013 walls, flooring, fixturing, signing, etc., must work
\ntogether to tell a single story.<\/span><\/div>\n
\npackage; <\/span>we say package because all of
\nthe design elements \u2013 walls, flooring, fixturing, signing, etc., must work
\ntogether to tell a single story.<\/span><\/div>\n
\n<\/div>\n
\nThere are two kinds of colors used in store d\u00e9cor: Primary Colors<\/b> (neutrals) and Secondary Colors<\/b> (bold accent
\ncolors). <\/span>Primary colors are used in 80
\npercent of the store\u2019s d\u00e9cor to create a relaxed atmosphere for customers to
\nshop. <\/span>Accent Colors are used in 20
\npercent of the store\u2019s d\u00e9cor to make it pop.<\/span><\/div>\n
\ncolors). <\/span>Primary colors are used in 80
\npercent of the store\u2019s d\u00e9cor to create a relaxed atmosphere for customers to
\nshop. <\/span>Accent Colors are used in 20
\npercent of the store\u2019s d\u00e9cor to make it pop.<\/span><\/div>\n
\n<\/div>\n
\nYou\u2019ve shopped in many stores in your lifetime, but we bet you
\nhaven\u2019t spent too much time pondering the interior d\u00e9cor colors. If you felt at
\nhome in the store, chances are someone thought long and hard about the color of
\nthose walls. <\/span>Once you decide it\u2019s time to make a change you have a few
\nchoices: You can call a design expert for help, or you can do it yourself. Doing
\nit yourself is a whole lot easier than you might think because paint companies
\nhave already done most of the work for you. Stop by your local paint store and
\ntalk with one of the color experts on staff. These trained professionals can be
\na big help and their expertise is free. So are the paint charts.<\/span><\/div>\n
\nhaven\u2019t spent too much time pondering the interior d\u00e9cor colors. If you felt at
\nhome in the store, chances are someone thought long and hard about the color of
\nthose walls. <\/span>Once you decide it\u2019s time to make a change you have a few
\nchoices: You can call a design expert for help, or you can do it yourself. Doing
\nit yourself is a whole lot easier than you might think because paint companies
\nhave already done most of the work for you. Stop by your local paint store and
\ntalk with one of the color experts on staff. These trained professionals can be
\na big help and their expertise is free. So are the paint charts.<\/span><\/div>\n
\n<\/div>\n
\nq<\/span><\/span><\/b> <\/span>Y<\/span><\/b>our store
\nsigning plays a key role in your store d\u00e9cor.<\/span><\/b> <\/span>Signs need to be professionally made and
\ndisplayed in sign holders. <\/span>Unless you
\nhave killer handwriting and specific rules as to how your signs should look,
\nhandwritten signs are a big no-no. So are cutesy signs, like \u201cUnattended children will be given an
\nespresso and a free puppy.\u201d<\/i> <\/span>Even if
\nkids are driving you crazy, don\u2019t do it. These signs just irritate customers
\nand make your store look bad.<\/span><\/div>\n
\nsigning plays a key role in your store d\u00e9cor.<\/span><\/b> <\/span>Signs need to be professionally made and
\ndisplayed in sign holders. <\/span>Unless you
\nhave killer handwriting and specific rules as to how your signs should look,
\nhandwritten signs are a big no-no. So are cutesy signs, like \u201cUnattended children will be given an
\nespresso and a free puppy.\u201d<\/i> <\/span>Even if
\nkids are driving you crazy, don\u2019t do it. These signs just irritate customers
\nand make your store look bad.<\/span><\/div>\n
\n<\/div>\n
\nq<\/span><\/span><\/b> <\/span>Store <\/span><\/b>Layout<\/span><\/b><\/span><\/div>\n
\n<\/div>\n
\nYour sales floor is <\/span>affected by your store\u2019s footprint: the
\nshape and size of the sales floor. Grocery stores typically use a Grid Layout,
\nwhere the fixtures run parallel to the walls. A Loop Layout,<\/b> frequently found in big box stores, offers a clearly
\ndefined main aisle that circles through the store like a race track.<\/span><\/div>\n
\nshape and size of the sales floor. Grocery stores typically use a Grid Layout,
\nwhere the fixtures run parallel to the walls. A Loop Layout,<\/b> frequently found in big box stores, offers a clearly
\ndefined main aisle that circles through the store like a race track.<\/span><\/div>\n
\n<\/div>\n
\nIn most
\ncases, a Free Flow Layout <\/b>is the
\nbest choice for quilt stores. This layout is typically used by specialty retailers
\nbecause it allows for the most flexibility and creativity.<\/b> <\/span>In a Free Flow Layout,
\nthere are no set aisles or straight lines: fixtures are placed to at angles
\nthat encourage shoppers to easily move throughout the store.<\/span><\/div>\n
\ncases, a Free Flow Layout <\/b>is the
\nbest choice for quilt stores. This layout is typically used by specialty retailers
\nbecause it allows for the most flexibility and creativity.<\/b> <\/span>In a Free Flow Layout,
\nthere are no set aisles or straight lines: fixtures are placed to at angles
\nthat encourage shoppers to easily move throughout the store.<\/span><\/div>\n
\n<\/div>\n
\nKeep in
\nmind that The Americans with Disabilities Act requires a minimum of 3\u2019.6\u201d in-between
\nfixtures. 3\u2019.6\u2019\u201d just makes sense; anything smaller and shoppers will be
\nuncomfortable. Can customers easily walk through your store? Can shoppers with wheel
\nchairs, strollers, or motorized scooters do the same? <\/span>If customers can\u2019t shop with ease, they can\u2019t
\nbuy. Visit the ADA website <\/span>for more information.<\/span><\/div>\n
\nmind that The Americans with Disabilities Act requires a minimum of 3\u2019.6\u201d in-between
\nfixtures. 3\u2019.6\u2019\u201d just makes sense; anything smaller and shoppers will be
\nuncomfortable. Can customers easily walk through your store? Can shoppers with wheel
\nchairs, strollers, or motorized scooters do the same? <\/span>If customers can\u2019t shop with ease, they can\u2019t
\nbuy. Visit the ADA website <\/span>for more information.<\/span><\/div>\n
\n<\/div>\n
\nq<\/span><\/span><\/b> <\/span>Store
\nFixtures<\/span><\/b><\/div>\n
\nFixtures<\/span><\/b><\/div>\n
\n<\/div>\n
\nStore
\nfixtures play a critically important role in how your sales floor is perceived
\nby shoppers. The true purpose of a fixture is to house merchandise: you aren\u2019t supposed to see them.<\/i> That
\nbeing said, it\u2019s easy to get carried away. You see a beautiful fixture showcasing
\nfabric at a tradeshow, and think how great it will look in your store. Maybe it
\nwill. Or perhaps it will work for awhile, but since you paid good money for it,
\nit becomes a fixture housing merchandise it wasn\u2019t meant to house. Sound
\nfamiliar? We know retailers who spent so much on fixturing that there wasn\u2019t enough
\nmoney left over to properly stock the store. And we\u2019ve been in stores with
\nbeautiful product housed on whatever was handy. You\u2019ll want to choose fixtures
\nthat showcase product while blending into the background.<\/span><\/div>\n
\nfixtures play a critically important role in how your sales floor is perceived
\nby shoppers. The true purpose of a fixture is to house merchandise: you aren\u2019t supposed to see them.<\/i> That
\nbeing said, it\u2019s easy to get carried away. You see a beautiful fixture showcasing
\nfabric at a tradeshow, and think how great it will look in your store. Maybe it
\nwill. Or perhaps it will work for awhile, but since you paid good money for it,
\nit becomes a fixture housing merchandise it wasn\u2019t meant to house. Sound
\nfamiliar? We know retailers who spent so much on fixturing that there wasn\u2019t enough
\nmoney left over to properly stock the store. And we\u2019ve been in stores with
\nbeautiful product housed on whatever was handy. You\u2019ll want to choose fixtures
\nthat showcase product while blending into the background.<\/span><\/div>\n
\n<\/div>\n
\nq<\/span><\/span><\/b> <\/span>The
\nDecompression Zone<\/span><\/b><\/div>\n
\nDecompression Zone<\/span><\/b><\/div>\n
\n<\/div>\n
\nEvery,
\nsingle store has what\u2019s called a Decompression Zone (DZ) \u2013 its important space
\nthat\u2019s located just inside your front door. (If your store is comprised of
\nseveral individual rooms, then each room has its own DZ.)<\/span><\/div>\n
\nsingle store has what\u2019s called a Decompression Zone (DZ) \u2013 its important space
\nthat\u2019s located just inside your front door. (If your store is comprised of
\nseveral individual rooms, then each room has its own DZ.)<\/span><\/div>\n
\n<\/div>\n
\nThe
\nsize of your Decompression Zone depends on the size of your sales floor, but
\nit\u2019s generally the first 5\u2019 to 15\u2019 inside the front door. Its purpose is to
\ngive shoppers a chance to transition from the parking lot (or sidewalk or mall)
\nto your store. Understand that shoppers will miss anything you place in the DZ
\n\u2013 it needs to be an open, uncluttered space. Place signs, baskets, class
\nschedules, etc. just outside your DZ where shoppers are more likely to see
\nthem.<\/span><\/div>\n
\nsize of your Decompression Zone depends on the size of your sales floor, but
\nit\u2019s generally the first 5\u2019 to 15\u2019 inside the front door. Its purpose is to
\ngive shoppers a chance to transition from the parking lot (or sidewalk or mall)
\nto your store. Understand that shoppers will miss anything you place in the DZ
\n\u2013 it needs to be an open, uncluttered space. Place signs, baskets, class
\nschedules, etc. just outside your DZ where shoppers are more likely to see
\nthem.<\/span><\/div>\n
\n<\/div>\n
\nLake<\/span><\/b> Front<\/span><\/b> Property.<\/span><\/b> Some
\nareas of your sales floor are more important an others, we call these areas Lake
\nFront Property (LFP). Pay close attention to your LFP because a big percentage
\nof your sales come from this space. Displays in this area should house new, hot
\nand high margin product. And just like in a grocery store, the basics \u2013 think bread
\nand milk \u2013 should be housed in the back of your store. Since 90% of customers
\nwill enter your store and look or turn to the right, this piece of LFP needs to
\nbe particularly merchandised with care. Our V & Vista Exercise<\/b> will help you find your store\u2019s unique Lake Front
\nProperty:<\/span><\/div>\n
\nareas of your sales floor are more important an others, we call these areas Lake
\nFront Property (LFP). Pay close attention to your LFP because a big percentage
\nof your sales come from this space. Displays in this area should house new, hot
\nand high margin product. And just like in a grocery store, the basics \u2013 think bread
\nand milk \u2013 should be housed in the back of your store. Since 90% of customers
\nwill enter your store and look or turn to the right, this piece of LFP needs to
\nbe particularly merchandised with care. Our V & Vista Exercise<\/b> will help you find your store\u2019s unique Lake Front
\nProperty:<\/span><\/div>\n
\n<\/div>\n
\n1. <\/span>Stand inside your front door just beyond the
\nDecompression Zone and spread your arms out at shoulder height with your index
\nfingers extended. <\/span>What\u2019s inside the V<\/b> your arms make is called is the Vista<\/b> \u2013 the
\narea that builds a shopper\u2019s first impression of your store.<\/span><\/div>\n
\nDecompression Zone and spread your arms out at shoulder height with your index
\nfingers extended. <\/span>What\u2019s inside the V<\/b> your arms make is called is the Vista<\/b> \u2013 the
\narea that builds a shopper\u2019s first impression of your store.<\/span><\/div>\n
\n<\/div>\n
\nThe V<\/b> will help you find your store\u2019s Power Walls.<\/b> <\/span>Follow your nose down your right arm to the
\ntip of your right index finger \u2013 the wall you are looking at is your front
\nright Power Wall; the most important selling wall in your store. Use this wall
\n(and the sales floor at the front right) to feature not-to-be-missed
\nmerchandise.<\/span><\/div>\n
\ntip of your right index finger \u2013 the wall you are looking at is your front
\nright Power Wall; the most important selling wall in your store. Use this wall
\n(and the sales floor at the front right) to feature not-to-be-missed
\nmerchandise.<\/span><\/div>\n
\n<\/div>\n
\nA big
\nmistake some retailers make is placing the cash wrap at the right front of the
\nstore, smack dab in the middle of the Lake Front Property. <\/span>You may argue that it\u2019s nice to have someone
\nright up front to say hello to shoppers as they enter the store, but that
\nproblem can be solved by an alert store associate. Your cash wrap should be located
\nat a natural stopping point in the shopping experience: <\/span>the left side of the store, close to the
\nfront is good choice.<\/span><\/div>\n
\nmistake some retailers make is placing the cash wrap at the right front of the
\nstore, smack dab in the middle of the Lake Front Property. <\/span>You may argue that it\u2019s nice to have someone
\nright up front to say hello to shoppers as they enter the store, but that
\nproblem can be solved by an alert store associate. Your cash wrap should be located
\nat a natural stopping point in the shopping experience: <\/span>the left side of the store, close to the
\nfront is good choice.<\/span><\/div>\n
\n<\/div>\n
\n2. <\/span>Now, follow your nose down your left arm to
\nthe tip of your left index finger. This left front Power Wall is also important
\n\u2013 display it with as much thought and care as your right front Power Wall.<\/span><\/div>\n
\nthe tip of your left index finger. This left front Power Wall is also important
\n\u2013 display it with as much thought and care as your right front Power Wall.<\/span><\/div>\n
\n<\/div>\n
\n(Note: <\/span>If your store\u2019s footprint makes it impossible
\nfor shoppers to enter your store and turn right, then everything is reversed:
\nthe front left becomes your Lake Front Property.)<\/span><\/div>\n
\nfor shoppers to enter your store and turn right, then everything is reversed:
\nthe front left becomes your Lake Front Property.)<\/span><\/div>\n
\n<\/div>\n
\nq<\/span><\/span><\/b> <\/span><\/span><\/b>Next
\ncome Speed Bumps<\/b>, product displays
\nyou place just past the Decompression Zone, in the front center of the Vista. Speed Bumps, like their cousins in the parking
\nlot, slow customers down and get them shopping. Choose small fixtures or
\nstacking tables that hold an assortment of product, and are low enough to allow
\ncustomers to see through the store. Use them to feature new and seasonal items,
\nand to tell product stories. Your Speed
\nBump displays need to be changed at least once a week.<\/i> This keeps your
\nstore\u2019s first impression fresh and it keeps your store associates on their
\ntoes. Don\u2019t be surprised if you hear, \u201cWhen did we get that merchandise?\u201d more
\nthan once.<\/span><\/div>\n
\ncome Speed Bumps<\/b>, product displays
\nyou place just past the Decompression Zone, in the front center of the Vista. Speed Bumps, like their cousins in the parking
\nlot, slow customers down and get them shopping. Choose small fixtures or
\nstacking tables that hold an assortment of product, and are low enough to allow
\ncustomers to see through the store. Use them to feature new and seasonal items,
\nand to tell product stories. Your Speed
\nBump displays need to be changed at least once a week.<\/i> This keeps your
\nstore\u2019s first impression fresh and it keeps your store associates on their
\ntoes. Don\u2019t be surprised if you hear, \u201cWhen did we get that merchandise?\u201d more
\nthan once.<\/span><\/div>\n
\n<\/div>\n
\nYour store
\nhas other key display areas that will become apparent when you do the V and the
\nVista exercise. <\/span>Walking
\nyour sales floor, with your customers\u2019 eyes on<\/b> will help, too.<\/b>
\n<\/span>Take along pen and paper when you walk your floor and write down
\neverything that needs to be changed, moved, updated, closed out, tossed or
\ngiven away. <\/span>Make a list of things to do;
\nnoting what needs to be changed ASAP and what can be fixed over time. <\/span>If you do this exercise and only find two or
\nthree things to do, you are not being objective. <\/span>Open your eyes and do it again.<\/span><\/div>\n
\nhas other key display areas that will become apparent when you do the V and the
\nVista exercise. <\/span>Walking
\nyour sales floor, with your customers\u2019 eyes on<\/b> will help, too.<\/b>
\n<\/span>Take along pen and paper when you walk your floor and write down
\neverything that needs to be changed, moved, updated, closed out, tossed or
\ngiven away. <\/span>Make a list of things to do;
\nnoting what needs to be changed ASAP and what can be fixed over time. <\/span>If you do this exercise and only find two or
\nthree things to do, you are not being objective. <\/span>Open your eyes and do it again.<\/span><\/div>\n
\n<\/div>\n
\nYou may
\nalso want to take photos.<\/b> A camera
\nhas no personal investment in what it sees \u2013 it only sees what is in front of
\nit. <\/span>That\u2019s why you sometimes look at
\nphotos of your store and think, \u201cIt doesn\u2019t look that<\/i> bad!\u201d Yes, it does \u2013 the camera doesn\u2019t lie. <\/span>Digital cameras are great because you can
\ninstantly compare your perception with what is actually there. <\/span>Keep a reference book of before and after
\nphotos, it will come in handy year after year when you need display ideas.<\/span><\/div>\n
\nalso want to take photos.<\/b> A camera
\nhas no personal investment in what it sees \u2013 it only sees what is in front of
\nit. <\/span>That\u2019s why you sometimes look at
\nphotos of your store and think, \u201cIt doesn\u2019t look that<\/i> bad!\u201d Yes, it does \u2013 the camera doesn\u2019t lie. <\/span>Digital cameras are great because you can
\ninstantly compare your perception with what is actually there. <\/span>Keep a reference book of before and after
\nphotos, it will come in handy year after year when you need display ideas.<\/span><\/div>\n
\n<\/div>\n
\nTo keep
\nyour store fresh you need to follow these guidelines: Change your Speed Bump displays
\nat least once a week; fully remerchandise your Lake front Property once every quarter;
\nand every three to five years, your store needs a complete makeover. <\/span>In the meantime, remember that w<\/span>hether
\nyou\u2019re gearing up for a new store, a mini-makeover or a complete sales floor upgrade,
\nyou are not alone. If you\u2019re not <\/span>sure
\nwhat to do first, give us a call, or email photos, and we\u2019ll share ideas to
\nhelp get you started.<\/span><\/div>\n
\nyour store fresh you need to follow these guidelines: Change your Speed Bump displays
\nat least once a week; fully remerchandise your Lake front Property once every quarter;
\nand every three to five years, your store needs a complete makeover. <\/span>In the meantime, remember that w<\/span>hether
\nyou\u2019re gearing up for a new store, a mini-makeover or a complete sales floor upgrade,
\nyou are not alone. If you\u2019re not <\/span>sure
\nwhat to do first, give us a call, or email photos, and we\u2019ll share ideas to
\nhelp get you started.<\/span><\/div>\n