Kirsty Kean from retail transformation agency Visual Thinking shares her tips for transforming retail performance without breaking the bank
1. Break the routine
Regular shoppers will quickly become familiar with your space and will shop the store in a “routine” manner, so don’t let your instore environment become too static. Subtle changes to position and layout will keep things fresh and shoppers browsing for longer.
2. Know the principles
Do the basics well by getting to grips with core principles, from coordination and outfit building to chequerboarding and triangular balance.
Any product that is placed repeatedly in an artistic way creates impact and clearly communicates range choice.
3. Reduce choice
Shoppers are normally only in store for a few minutes, so the retail space needs to be easy to navigate, promotions must be clear and easy to understand, and displays need to be very impactful. Also consider incorporating advice in the display theme to create an authoritative feel, with recommendations from your own expert staff or highlight your “shoppers’ favourites”.
4. Frame purchase decisions
Consider merchandising techniques such as “good, better, best”. As shoppers, context drives a lot of our intuitive thinking, so providing a quick frame of reference for comparing products will help you to nudge shoppers toward appropriate value, price and quality, which often gives higher profit margin.
5. Create destination zones
Group all relevant products together in a “destination area”. This shows specialist knowledge and will encourage shoppers to buy more in themed ranges, as opposed to single items. Allocate product lines retail space and instore visibility according to their profit potential.
6. Lower fixture heights
Consider reducing the height of central fixtures in store to introduce space, create a change of pace in store and make displays feel less oppressive. “Eye level is buy level”, so place items with the biggest margins at eye level to maximise profit.
7. Think like a shopper
It’s all about understanding the shopping “mission” and providing shoppers with solutions. Grouping different, yet related, products together to provide usage ideas and pairing suggestions makes it easier for shoppers and saves them time.
Discover more on Twitter @shoptactics or visit visualthinking.co.uk