Part 1 : What are the golden rules for an effective customer flow?

Why reorganise your shop? 

1.The route to follow within your shop should be logical and intuitive. It is important that customers don’t have to try too hard to find the products they are looking for. If your visitors hesitate upon entering, or think long and hard before they begin to circulate, watch out: they are not in “purchase mode”, they are in “stress mode”! 

In boutiques belonging to the Sephora chain (France), the entire space is visible from outside. The facade is black with a red carpet at the entrance, two strong, contrasting colours. This choice steers customers towards the door, then guides them towards the shelves of products for sale. At the end of this guided flow, the consumer reaches the most brightly lit area of the shop, where the top-of-the-range products are displayed, thus following the route the brand intended. 

2. Departments must be clearly and legibly signposted. Customers should be able to understand the logic of your layout and its various areas at a glance.

Is your message coherent on all levels?

3. The overall look of the shop (logo, colours, etc.) and the feel it creates (atmosphere, style, etc.) must be coherent with what the customer has seen on social media or your website. Your branding should be used both within the shop and in all of your marketing materials, be they physical (business cards, flyers, gift cards, banners, packaging, uniform, etc.), or digital (social media, website, etc.). 

This visual coherence will strengthen your identity, and make your brand more recognisable to customers, as well as raising your profile. So if you change the layout of your window display, consider changing your Facebook cover photo and website at the same time.