Stores with the best merchandise, the most recognisable brand or the most outstanding customer service can still fail if they neglect shopfitting basics. If products are difficult to find, the shopping environment unpleasant or the testing or trying on of products impractical, chances are your customers will leave without buying anything.
Properly fitting out your store will not only ensure your products are displayed in the best possible way, but it will also create a practical and pleasant browsing experience for your customer.
So, whether you’re updating your shop fitout or preparing to launch your first store, beware of these 6 common shopfitting mistakes.
Using Poor Lighting
You don’t want to blind customers nor do you want them stumbling in the dark. Choose lighting options that illuminate the shop but don’t give customers a headache.
Most importantly though, your lighting should draw the customers’ attention to key and featured products to encourage sales. Make sure displays are well lit. Try using accent lights to highlight desirable items too.
Having a Fixed Shop Design
A great shop fit-out can be easily customised without needing to call in a construction crew. Your staff should be able to move merchandise and displays around to boost sales and make the store feel new all over again.
Consider getting custom-built counters and displays that are easy to install and move. They should be easy to restyle to fit changing trends too.
Having a Poor Layout
Your customers should easily be able to move around the store. If customers cannot easily reach desired items or they find it difficult to get to all products, you’re unlikely to have repeat business.
The layout should direct customers towards featured and discounted items, and then the sales counter for maximum sales. A flexible shop design can help you experiment to find the best shop layout.
Having too much or too Little Product
Before your shop fit-out is underway, take time to consider the ideal amount of product to have on view. Too much can make a store feel cluttered, while too little can make the store seem empty, understocked or even failing.
When choosing shelving and displays, think about how the products will be displayed. Will there be samples to try or test products out of their packaging? You should also consider the right amount of test or sample product. Too much, and your displays can quickly get messy.
Forgetting the Exterior
First impressions count and, for many customers, their first impression of your store will be the exterior. It should be inviting and enticing; it needs to encourage people to come inside.
Make use of custom signage and branded displays. Don’t forget about window displays either. Even customising the door through which customers enter the shop is important. Try using bright colours or quirky touches to stand out from other stores. And remember to make sure your shop exterior matches the theme and tone of your interior.
Neglecting the Sales Counter
You want customers to come to your sales counter, so make the sales counter attractive, visible and approachable. It should be comfortable for employees to work behind and customers to approach.
Start by ensuring there is enough space for transactions to occur. Treat the sales counter like a statement piece of your store as well. Make it attractive and make customers want to go there. Don’t forget your shop’s layout should ultimately direct customers to the point of sale.
Don’t rush shopfitting. A perfect shop fit-out entices customers in, gets them to spend and leaves them with an overall positive impression of the store.