Retailers must be tuned in to the psychology behind shop design after research revealed 93% of consumers take visual appearance into account when deciding whether to buy.
A study published in Digital Information World also suggested 52% of shoppers would never go back to a shop if they disliked the aesthetic appearance and layout.
© fiphoto / Shutterstock
The psychology of shopping is a serious business, and it comes as no surprise that the most successful retailers in the world have been expertly designed with the greatest appeal for customers in mind.
Taking it to the extreme is tech giant Apple’s flagship store in New York, ranked number one on a list of the world’s greatest retail designs published by LinkedIn. The stunning entrance greets shoppers with a 30ft tall glass cube – a unique art piece modelled on the Apple logo. The main store is underground and includes the 45ft long “Genius Bar”, where expert staff members assist customers with tech and other queries. The rest of the floorspace is devoted to displaying a myriad of products and hosts educational events to help customers understand and enjoy their purchases.
While a 30ft tall logo is something your average high street store won’t be considering, every retailer should think carefully about their shop fronts, interior design and decor to provide the greatest consumer appeal.
Eye-catching window display
The consumers’ journey starts outside your store. Maybe they’ve seen a product online and want to take a closer look, or perhaps they’re simply walking down the high street searching for inspiration?
Make your window display stand out from the rest to entice people into your store. First impressions are crucial, and the exterior of your premises represents how shoppers will perceive your brand.
A survey published by Retail Customer Experience reveals 95% of customers say a store’s exterior appearance is an “important factor” when considering where to shop. More than half say they will avoid going into a store if the exterior looks tatty, as a poorly maintained shop front suggests the interior and products may be in the same condition. In addition, 80% of people say they will try out a new shop if the exterior looks inviting and clean.
It’s apparent that first impressions really do count and can have a significant effect on your profits.
Don’t let your exterior become dirty, out-of-date or untidy. It should be an accurate reflection of your brand that moves with the times, without losing the business’s ethos.
It goes without saying that you should make sure the doors and windows are cleaned every day and the doorway should be swept to keep it free from litter.
According to the experts, the perfect window display should avoid clutter and too many different colours. Cramming too many products into a space gives customers an impression of “low quality”, while less items and more space creates a feeling of “luxury”.
Interior displays
Once you’ve enticed shoppers into your store, the first thing they see should be an eye-catching display right in front of them. This is why many supermarkets have flowers just inside the entrance, as a large, colourful display attracts the attention and looks and smells welcoming.
Don’t try to put all your most important products in the foyer display. Instead, you can put seasonal stock there, or products on special offer.
As well as the products playing an important role, so do the general decor, lighting and music, so make sure everything gels together in the best possible way. Whatever you have in your first display area, make sure it looks good, because if browsers don’t like what they see, they may just walk out again.
Eyes to the right
It’s a well-known part of retail psychology that you need to create a clear pathway through the shop. Research has shown that most customers tend to turn right as they enter a store, moving in an anti-clockwise direction.
Canny retailers make the most of this by steering shoppers in this natural direction, putting an attractive display on each aisle, including a seasonal stand, or a U-shaped display that makes them stop and look.
Another retail tip is to keep the most important and popular items away from the door, as this maximises the amount of time customers spend in the shop. There’s also a good chance they’ll pick up something else on their way to the back of the store.
Have the right shelf height
Never have the shelves too high or too low, as this makes it inconvenient for customers.
When products are too low, customers might not see them; too high and some might not be able to reach – the pulling power of your display might go over the top of their heads!
Using colour correctly
Retailers should learn how to use colour combinations effectively, as they can convey a psychological message about your brand. Studies show people associate the colour combination of blue, white and green with trust, while a combination of green, black and blue conveys security.
Swapping a couple of colours in your display may not seem like a big deal, but if this alters the perception of your brand in a positive way, it’s worth doing.
Finding out what makes customers tick, motivating them to shop with you, can be the difference between success and failure.
At CAS Shopfronts, we are dedicated to creating the perfect first impression of your store with our shop front designs & installation. Contact us for more information.