Store Design Tips
Brian Christy’s advice for making your store a dynamic selling tool
By Allan Pulga
Brian Christy, president of Ruvela store design firm, shares his expertise with retailers eager to enhance their selling environment.
Going for a walk in your customers’ shoes is an important way to evaluate the esthetics of your store. Christy suggests starting at the very beginning of their journey to your store: in the parking lot.
1. The parking lot. “Your parking lot is often the first impression your customer will receive when visiting your store,” says Christy. Ensure it is accessible, that the best spots are not occupied by employees, that it’s clean and well lit (shoppers need to feel safe at night).
2. Exterior architecture. “Even if you are restricted from making architectural changes to your exterior (due to leasing agreements), you can make cosmetic changes that will still go a long way in creating that lasting first impression,” says Christy. “Make a statement about how much you value your customers’ trust in you, their safety, and their business.” Re-paint if need be; fix the cracks in the wall, attend to landscaping or accent your main entrance – it all makes a difference.
3. Exterior signage. Christy asks four simple questions: Are your exterior signs positioned in the best places for visibility? If you have internally illuminated signs or neon, are they well lit and in good repair? Is your sign easily readable and does it work well with your store’s architecture? Do your exterior signs look fresh and reflect your brand in the best light?
4. Store front windows. Store front windows are a vital part of your store’s visual appeal. Make sure you have an attractive and intriguing product display. Setting a schedule for changing the display will help you keep it fresh. To retailers who don’t have the means to create stylish, varied window displays, Christy suggests window graphics – adhesive or hanging.
5. Cleanliness. Of course having a clean store is essential, but it’s more than keeping things tidy – vendor displays shouldn’t cramp your aisles. “Keep your selling environment neat and clutter free,” says Christy.
6. Way-finding signage. There are generally three zones of signage. Zone 1: General department signage, which can be read from a far distance. Zone 2: Interdepartmental zones that take the shape and aisle directories – located just above the merchandise so customers zoom in on specific products. Zone 3: Point of sale signage: These signs can highlight a specific brand or product features.
7. Store layout. Maximize your floor space without creating dead zones and “bowling alleys,” says Christy. Make sure your aisles are wide enough for your customers to pass without touching each other. Avoid tall shelving as it obstructs customers’ view of the rest of the store.
8. Decompression zone. This area, just inside your main entrance, should generally be the first 5-15 feet of space. It’s the required space for your shoppers to “decompress” – to adjust to your store. It should be attractive and inviting, but not informational or promotional.
9. Lighting. Do you have all the required lighting you need: “general” lighting, “task” lighting and “accent” lighting? Don’t make your customer squint to view your product or read your pricing.
10. Cash wrap. Studies show your checkout counter should not be located to the right of your main entrance. This area, to the right of the entrance, is prime selling space because most shoppers are right-handed and are used to driving on the right side of the road. Locate your cash-wrap area in a space you can associate with the end of the shopping trip.
11. The Five Senses. Most customers employ their senses consciously and subconsciously – you want them to interact with your products as much as possible. Allow sampling and don’t be stingy. “The more sampling, the better,” says Christy. Unpackaged demo products so they’re open for handling or hold live workshops so customers can “experience” the product in a real-world setting. Be creative and entertaining.