How to make your customers comfortable and treat your staff right
From the counter to the fitting rooms, and the doormat to the mirror, many elements require careful attention to ensure the comfort of your customers. This will enhance their experience in store, making them more likely to buy. Store design embraces concepts from the world of marketing, particularly in terms of ease of movement and buyer psychology. And it’s a well known fact: happy customers return! This matters, as it is estimated that the chance of selling to a new customer is generally 5 to 20%, while the chance of selling to a customer who has shopped with you previously is around 60 to 70%. Good to know, right?
Optimise your till area
Located in the “cold area” - the least profitable part of the shop - service at the till is a key moment in the shopkeeper - customer relationship. It is therefore important to make this area warm and welcoming through appropriate design (soft lighting, warm colours, etc.), and by offering little extras - customers about to complete their purchase are more easily tempted. Choose products that encourage impulse buys. These small items, which the customer did not originally set out to purchase, contribute to the turnover of the shop by increasing the average spend per customer, sometimes significantly.
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Finetune your fitting rooms
70% of purchase decisions in a fashion boutique are made in the fitting rooms! So this area deserves significant attention. Safe and out of view, customers must feel comfortable and confident when trying on clothes. In terms of location, it is best to choose an area close enough to the tills to ensure customers can reach them easily, but far enough away to avoid obstructing the checkout area. In terms of layout, every detail matters: a closing system that provides privacy and insulation, a pleasant floor covering, appropriate lighting, a full length mirror... When chosen wisely, all of these factors can encourage your customers to complete their purchase.
Take a little extra care of staff
The “staff and stockroom” area is the most overlooked part of any retail outlet. Although, by its very nature, it is hidden from public view, it is worth giving it due consideration when planning your store layout. Varying in size and purpose depending on your business, it may include a kitchen, a changing room, toilets, and a shower, as well as the stockroom. This space requires just as much attention as the shop floor. There are three key criteria: safety, functionality and comfort. Just as the till area must be immediately identifiable, clear and accessible to customers, the “staff and stockroom” areas must be practical and convenient for workers.
To find out more, consult Aménagements commerciaux: se différencier pour réussir (Retail design: stand out to succeed), by Benjamin Stoz.
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