E-Newsletter
An Electronic Publication of the North Central Massachusetts Chamber of Commerce
Designing the first 15 feet of your store
They say that you only get one chance to make a first impression, and nowhere is that more important than in the retail industry. You’ll need to draw customers into your store from the moment they step foot inside, and this requires care and attention to detail when planning the entrance to your shop. Here’s what you’ll need to consider.
Cleanliness
Of course, you want to keep your entire store clean, but you should pay particular attention to the entrance. If prospective customers see dust and dirt when they first walk into your store, they’ll likely turn around and walk back out again. From their perspective, how can they expect you to offer quality wares when you can’t even care for your store? Dust the shelves and sweep or vacuum the floors daily, and clean any permanent fixtures, like lighting and ongoing displays, at least weekly. Depending on your location and the local weather conditions, you may need to clean more often.
Window Displays
Your store’s front windows are your most powerful tools for drawing in prospective customers. Aim to display your best offerings right at the front so that customers will want to come in to see more. When placing those products inside your store, though, you’ll want to place them near the back so that customers have to walk by all your other wares to find what they are looking for. This encourages impulse purchases, making it more likely that customers will buy more than just the single item they originally sought.
Product Placement
You’ll need to carefully consider the placement of the rest of your products as well. The front of your store should show off some of your most desirable items, but you don’t want the best things to be up front. Aim for a mix of popular items and those that don’t sell as frequently. By dispersing your best products throughout the store, you can guide customers through the aisles so that they’ll see as much as possible.
Be Prepared to Make Changes
Over time, you’ll likely discover that some products do better in particular areas of your store. Try to identify any patterns that emerge so that you can make adjustments to your displays as needed. Take note of customer feedback in this area as well. After all, it is your customers who matter most when it comes to making decisions about purchasing your products. Listen to what they are telling you.
Of course, none of this matters if you don’t offer the products your customers are looking to buy, so take care in choosing the products you offer. Look to strike a balance between quality and affordability. If you notice that the quality of the products from a particular supplier seems to be diminishing over time, it may be time to find a new supplier. Design your store to draw in customers in the first place, and keep up the quality of your products to keep those customers coming back again and again.
