Posted: 08/03/2019

Six steps to better store design

Rich Ford, Strategy director, Sherlock Studio

Rich Ford, Strategy director of Sherlock Studio gives us six steps to better store design:

Layer up

Think about where you are displaying signs – what messages do you want to appear at high level, eye level and shelf level. Think about message hierarchy. How do you vary your messaging between the three? For example, hang seasonal messaging hung from the ceiling (‘Welcome to autumn’), use category signposting at eye level (‘Canned goods’) and offers or product info (‘2 for £3’ or ‘Sourced from within 15 miles’) at shelf level. 

Entice shoppers inside

Your store entrance speaks volumes about the type of shop you are and it can make or break a customer’s decision to walk inside. Ensure it isn’t too cluttered, that there are clear views through to the shop, and that it’s a welcoming and engaging entrance way. For example, don’t hit customers with a wall of shelving straight away.

Less is more

Don’t cram products on shelves or have aisles that are too narrow or too tall. Allow your product – and your customers – room to breathe. A comfortable and pleasant store will encourage repeat visitors. A stressful shopping environment will not.

Merchandise a meal

To capitalise on the trend towards convenience, assemble all the ingredients – and provide the recipe – for a meal in one display spot in your shop. If you renew this regularly, customers will come to rely on you for meal inspiration and convenience.

Take control of the customer journey.

Think about the route people take around the store. Is it engaging and are there any additional opportunities to sell to customers as they walk around? Use disruptive messaging like ‘Try organic for just 25p more’, to grab attention and upsell.

Think more strategically

Don’t just settle for what fits best where. For example, if you stock beers, wines and spirits, can you see them (and potential shoplifters) from the till area? Or do you have snacking products closer to the till for time-pressed shoppers?

This story appeared in the March issue of Fine Food Digest. You can read more on the digital edition here.

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