In the industry of retailing, there are lots of factors that contribute to the success or to the failure of a business. Some of which cannot be easily identified within a short period of time because they are not mainstream, unlike the typical reasons why most of the businesses break. Hence, retailers must realize the things that should be stopped or, their business may just die.
One of the least identified reasons for a business’ downfall are poorly designed store sections. Thus, here are seven common store spaces that retailers usually make a muck of, and some strategies to refrain from committing the same mistakes:
Unwelcoming Decompression Zones – Decompression Zones are commonly referred to the first few feet of a store where customers use to “decompress” or adjust to the new area or place. According to Paco Underhill, author of Why We Buy: The Science of Shopping (Simon & Schuster, 2000), what is actually unwanted to new, fussy customers—who usually approve (or not) on the first impression—are decompression zones that are cluttered with merchandise. He said, “By the time the person is starting to engage with the physical environment, some of the stuff you’ve put by the door is blown past.” He then suggests that retailers must display just a few key items and use good lighting and flooring that’s divergent with the environment outside. The various color shifts would surely make the customer slow down their walking and glance at the things around them.
Badly Confined Checkout Counters – If the decompression zones establish the first impression, the checkout counter makes the last. Unfortunately, retailers disregard it. They don’t prioritize the area for their staff, enough storage space, and the quality of the countertops and fixtures. According to Seanette Corkill, a retail design consultant in Vancouver, Wash., avoid loading the counter with impulse items that make it overcrowded. “You put too much up there all at the same time, and [customers] are just going to ignore the white noise of all that stuff.”
Feebly Lit Spaces – Most customers don’t venture into dark areas in your store. So, closing your wallet for lighting investment might not be a good idea. Jennifer Carpenter, a New York architect, suggests that retailers shall install the second level of track lights that throw off shadows to avoid dark spots caused by track lighting.
Badly Stuffed Merchandise – Although it may seem good, displaying too much merchandise in one area is actually a mistake retailers frequently commit. You might have to refrain from doing such, and counter to intuition, you will actually help ring up your sales. Not to mention, Carpenter says, “If you walk in and everything is dense, visually it’s exhausting.”
Clogged Pathways – “Butt-brush factor,” or the instance when people who are looking through the stuff around them get brushed from the rear by other shoppers, can actually make customers less likely to buy. To avoid this, Underhill suggests that that merchandise that customers spend a lot of browsing time must be placed in a more remote area of the store. He added, “Think of it in terms of highways, local streets, residential streets, and alleys.”
Unpleasant Views – Take note of the things that may displease or bother the customers while they are inside your store. Corkill—while he was walking into a bike shop them—spotted an open bathroom with a lifted toilet seat. From there, she recommends hiding these unexpected and unsightly views with screens or curtains as an alternative to traditional doors that require much space to open.
Non-strategic Signage – Signage must be strategically created and placed in the store. As much as possible, signs must not be bombarded with so much copy. “The purpose of the sign is to get somebody to ask a question rather than to close a deal,” says Underhill. Also, refrain from creating too little signage that can cause your customers not to be in knowledge of some areas of your shop. Underhill emphasized also that the retailers must make sure that their signage doesn’t obstruct their customers’ views down the length of an aisle.