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If running a business were easy, all you
would have to do is lease a space, fill it
up with merchandise, unlock the door and
turn on the lights. But it’s not. Today’s
shoppers demand a store with visual
excitement and interest. They want to be
captivated and entertained as long as they
intend to shop. They want store owners to
WOW them into buying. Because if they aren’t
wowed, they become bored, disenchanted and
move on to other stores. This applies to
all stores, retail or rental, tools or
party. Stimulating environments will make
a return customer out of a first-time
visitor. It will also offer the customer
an opportunity to express to friends what
their experiences in your store were all
about. This equates to great word-of-mouth
marketing.
To develop a new store or remodel
program, start with a plan. It isn’t
hard work, but you have to be focused and
have a sincere desire to make a statement
with those four walls, ceiling, floor and
more.
Most retailers start with a checklist
of sorts, prioritizing their specific
store needs after a thorough evaluation.
Look over the following categories and see
which best depicts your situation and
needs.
ENTRANCE AREA
Is the entrance to your store open or
cluttered? Can you determine exactly which
way you want to travel to meet your
specific shopping needs?
More importantly, this part of any
store should be clean and exciting with
change of floor colors and materials. It
is the perfect place for a floor logo
representing your store.
MAIN TRAFFIC AISLE
The main aisle should always be wider
than any other, allowing clear access from
the entrance to the back or service
counter area. This is especially important
if the customer must return items by that
means versus an outside entrance or
drop-off area.
When placing fixtures along the main
traffic aisle, always have endcaps facing
out with exciting merchandise offerings,
graphics and signage. Keep the opportunity
open to change fixture types or materials.
SECONDARY TRAFFIC AISLES
When it comes to secondary aisles, they
should be simple, open and easy to travel.
FOCAL WALL AREAS
The customers’ eyes will locate and
examine specific parts of the store’s
upper wall, both close or far. Use these
areas for important messages, service
opportunities and stimulating images. A
simple option is to use paint to
differentiate these areas from other parts
of the store. And, of course, illuminate
these areas differently if you are really
making a statement.
SIGNAGE/GRAPHICS
The area between the main focal areas
on walls can be used for smaller, less
important messages, departmental or
branding statements. Use just enough to
direct or depict important factors of
shopping your store. These areas also can
be used to finish off the tops of display
fixture systems.
CASH WRAP LOCATION
The jury is always out on a specific
location for the cash register since it
really depends on how the store is built.
However, having it on the side or near the
back forces visitors to walk past and
through the store, exposing them to
offerings they may not have realized are
available.
For more in-depth information on this
topic, see Rental Management, January
2001, page 46.
TOILETS
These should be as accessible as
possible from the sales floor, but not
openly located in main areas. Along the
back or side wall is ideal. Most
importantly, add some color so they have
some personality and always keep them
clean.
WALL FINISHES AND MATERIALS
A can of paint can go a long way, and
paint can easily be redone when it becomes
dated. In addition, wallpaper or panels
can help to define focal areas or certain
merchandise offerings.
FIXTURE HEIGHTS
The general rule of thumb is low to
high, aisle to wall. What this means is
that taller fixtures should always be in
the back and not on main aisles. This
visually opens the space in the middle and
exposes a greater number of products off
the main aisle. This also breaks up a same
height approach allowing the visitors’
eye to roam too freely. Give them items of
interest to look at and be stimulated.
You can get more in-depth details on
fixtures in Rental Management’s March
2001 issue, page 94.
This article doesn’t discuss any
lighting issues, but it is important. You
can check the February 2001 issue, page
124, which goes into the necessary level
of information.
It really is most important to use some
common sense when developing your store
design and layout program. You owe it to
yourself to visit other types of retail
environments outside the rental industry
and see what is new and exciting. Don’t
jump into this quickly and accept your
first solution. Develop options and
compare the pros and cons of each version.
You will most likely find that the end
result is a combination of several great
ideas.
It’s also most important to develop a
store package for the customers. They are
the ones who must feel comfortable and
want to return.
One easy approach when laying out new
store fixture programs and aisles is to
place tape on the floor. This will quickly
define the main plan. Walk through these
newly developed aisles and see how
comfortable and easy to navigate the store
will be. It’s much easier to start with
this system than to move fixtures later.
Good luck and have FUN! |
