Part 2 : How to set the scene in your retail space?
Take inspiration from the seasons, your target audience or your shop’s own style... the possibilities are endless!
18. Create a “shop within a shop”, according to the season or time of year: a Halloween scene, or Christmas decorations on a tree. Ideally, displays of this type, linked to a season or event, should be positioned near the entrance, to create an impression as soon as customers step through the door.
19. When considering how to display your products, ask yourself one question: who is your target audience? If your target audience are young and single, you will need to create a different environment to a store aimed at families.
20. The “set design” or scenography of your retail space can be permanent or temporary.
21. Find your own style, which will give your space a strong character and keep it on-trend. Kitsch, classic, eco-friendly, minimalist, boho-chic… the possibilities are endless!
22. The era of “blunt” retail (hard discount style merchandising) is over: people are looking for beauty, wellbeing and quality. Presentation is key to convincing shoppers to choose one product over another.
23. If you are unsure, don’t hesitate to consult a professional retail designer. They will understand how to interpret your personality and best position your business through a tailormade design.
Create a unique environment: music, fragrance, lighting, temperature... (almost) anything goes!
24. Don’t forget background music! When we talk about “setting the scene”, we instantly think about the layout of furniture and decor, but don’t forget background music! Different rhythms can actually encourage customers to buy more. Your choice of playlist must reflect your brand identity. Contact Sabam to find out if you have to pay royalties to artists for broadcasting their work.
25. Fragrance is also important (particularly if you sell food). Some major brands, such as Abercrombie & Fitch, have a signature scent. But be careful not to overuse room fragrances, which may make customers uncomfortable.
26. Show off your history and expertise. If you are a family business that has been passed down through 3 generations, let people know. Tell people how you choose your range and what criteria you use to select the best products. People like to know what makes you special. It builds a reputation for your business that goes beyond the products you sell.
27. Lighting and temperature are also important factors when setting the scene. For more information on these topics, check out our Energy guide.
