Creating a store that welcomes buyers and encourages spending can be tricky. Once shoppers have entered, you want them to do two things: move deeper into your store and browse your collections slowly. Moving deeper means they’ll see more of your products or displays. Going slowly means they’re actively browsing yet comfortable enough to linger and spend time with products that catch their eye. Both lead to more sales.
You can plan your interiors to encourage such lingering by choosing details and fixtures to make shoppers feel safe and comfortable. Keep reading for tips on driving sales through interior design.
1. Keep the threshold clear
Avoid filling the first five to fifteen square feet of space closest to the door, known as the threshold or decompression zone. Shoppers will mentally transition from “outside mode” upon entering and will get their first impression of your store in this area.
Newcomers use their first look around to judge their expected experience, the affordability of your products, and more. They’ll be less inclined to buy from a store with a cluttered threshold and more likely to overlook any displays in this area.
2. Choose colors with care
Colors have a huge impact on customer moods and impressions of your business, as your chosen color palette can give subtle cues about your products or services.
Neutral tones and cool tones in blue or green can be calming and work well for a spa, salon, or medical or dental office. Red triggers a sense of urgency or hunger, so you’ll often see it in groceries or bargain areas.
Color palettes can also help your shoppers feel more comfortable. Lighter tones open up an area, making a small store feel more spacious. Going darker can convey an edgier vibe or seem more intimate.
You can also match your colors to the products or services you offer. Something targeted to small kids will likely use brighter colors, while you might see more pastels in baby stores.
3. Light it up
Use natural light wherever able, as shoppers are predisposed to find this more appealing than artificial light. But you should invest in good lighting even if you have huge windows. Evenly spread out the lights so that no part of the store feels dark or shady.
You can get new light fixtures to update your look. Especially in urban areas, keeping your store well lit makes shoppers feel safe, encouraging them to linger. Make it a point to match the lighting to the ambiance of your store. Fluorescent day lights might be great for a grocery, but warmer light may suit a boutique better.
4. Focus on flow
Try to get into your customers’ heads when planning your store layout. The typical movement of shoppers through your store can affect your sales more than expected.
Many stores set up a “power wall”—the first wall people see, where you would promote new or best-selling products. Studies show that because most people are right-handed, they naturally tend to turn right upon entering a store. So setting up your power wall to the right of the threshold may boost your sales.
You might think long aisles will allow people to browse more. Instead, breaking these up makes shoppers less inclined to rush. It also enables them to easily move to another section once their interest has shifted instead of making their way to the exit or checkout counter. In large stores, placing baskets or carts for people to put their things into every few aisles encourages them to buy more items.
Consider adding areas where shoppers can try your products before buying to promote sales. Examples are lighted makeup mirrors at beauty stores, dressing rooms in clothing stores, and comfy seating in bookstores.
5. Strategize your product placement
The most powerful senses are sight and smell, as temptation can be triggered by one or both. How and where you display your premium or best-selling products can directly impact your sales.
Consider your storefront. Do you have an array of items displayed or a few statement pieces that grab the attention? Variety may work for groceries or department stores because customers are attracted to them for their abundance. However, specialized boutiques may do better grabbing shoppers’ gazes with fewer items—or even just one or two things on display.
Storefronts are the first things to draw people in, making a good design crucial for sales.
Inside your store, place premium items at eye level. The less effort a shopper needs to see or reach for an item, the more likely they are to notice and buy it.
6. Keep your store safe and clean
Safety and comfort are obvious ways to have customers stay and browse through your store. Good lighting goes a long way to achieving this, but don’t underestimate the importance of cleanliness and organization. These tell buyers you care about them and their overall shopping experience.
Invest in commercial door locks, roll-down doors, and other security measures. This protects your goods and real estate while telling your customers they can feel safe in your space. This in turn encourages them to take their time, browse, and spend money.
In a world dominated by digital storefronts, brick-and-mortar businesses can’t afford to ignore the massive effects a store’s layout and design can have on sales.
What’s important to remember is that you don’t have to start with a complete overhaul of your store. Start small! Consider small changes and test what works best to achieve more foot traffic and more repeat customers. Reap the benefits of a well-thought-out store design as you learn more about your customers’ behavior.
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