Nine Questions to Make Your Retail Store Effective
Nine Questions to Make Your Retail Store Effective
How many times have we heard shoppers exclaim "Those Rococo-inspired chair in the corner make it so I want sweaters in every color!" Never. It's retail store decoration, not retail store merchandising.
Interior decoration is about creating a comfortable, stimulating environment for living and working. It is a matter taste, style, and expression. It's all about these things in visual merchandise - plus sales.
Interior decorators sometimes think they are doing the same job as visual merchandisers. However, creating stunning spaces does not make merchandising easier. Retail store merchandising requires that one answers to a higher authority, the ringing register.
Retail store merchandising's ultimate goal is to increase sales.
This is what a great visual merchandiser knows. The job of a visual merchandiser is to create an environment that presents and frames products and to provide a path for shoppers to experience and discover those products. Then, you can buy them.
Retail store merchandising professionals see their interiors as a work in progress. They plan, they execute, they review, and then they make corrections. True visual merchandisers take the time to look at what is working and then learn from it. They also look at what isn't working and make changes (or completely change it) to increase sales success.
These are very high stakes. Experience-seeking shoppers are increasingly looking for ways to win in-store environments. Retailers must design physical spaces that look great and work hard. This can be achieved with the help of the right visual merchandiser.
Questions for Retail Store Merchandising candidates
- What years have you been in retail design?
- What is your total number of stores?
- What were your best projects' before and after sales results? (Not photos.)
- How do you approach designing retail stores?
- How do you organize your research? (Get details on your research and tactics.
- How do you approach the integration of signage and displays into retail space designs?
- How did you overcome it?
- What was your biggest mistake in store design? And what lessons did you learn?
- How do you measure success?
Out-of-Area Marketing (OOA): Taking up where people vacation
Many of us find February to be the most miserable month. It can be cold, dark and rainy. Retailers need to get their summer plans in motion by February. Your summer strategy could include an out-of area pop-up, one that encourages customer exploration, lingering, and purchase.
Yes, we suggest sending your summer pop-up on an unforgettable vacation. One that is hardworking and pays off well.CLICK TO TWEETAccording to shopping trends, memorable experiences are key when it comes down to consumer choice. This is evident in 72% of millennials who spend their money on unique experiences. This makes sense because vacations allow consumers to be open-minded and flexible, which allows them to loosen their inhibitions, budgets, and purse strings. Perhaps even more important, vacation shoppers report having the time and energy to shop when they don't normally have.
Retail was once about driving foot traffic to your shopfront. We encourage you to bring your storefront temporarily to the places your customers are. Consumers travel more often than ever, so retail marketing should be able to take advantage of this trend by exposing your brand to new locations and surprising ways.
Location, Location and Location
Begin by looking at the lodging and travel data. Once you have a better understanding of your audience's habits and where they drive off to, then create your out-of-area marketing strategy.
J. J. Crew, Ralph Lauren, and Tesla all know that July and August are slow months for foot traffic in their metro New York locations. Many people rent, buy, or rent a Hamptons/Nantucket/Martha's Vineyard getaway. These opportunistic, pop-up shops transform unused storefronts into temporary pop-up shops and take advantage of the summer vacationers. They also place pop-ups in vacant storefronts as "destinations" that beckon in the summer sun.
It's all about the Experience
A pop-up shop outside of your local area can offer convenience and flexibility that shoppers are looking for. They're also experiential, creating rare, fun moments that a FOMO-focused consumer will not want to miss. Brands can tap into this to provide their customers with an interactive and exciting display that is physically closer than e-commerce. Your brand can expand sales by removing the barriers to exploration.
Retailers also love pop-ups. By working in smaller spaces, which are often unusual, temporary, and allowing your creativity to flow, they can have fun with it.
For example, take Ayr. The temporary shop was opened by Ayr, an online retailer of women's apparel. It is intended to serve approximately half a million seasonal customers from five Hamptons villages. Many of those who entered the shop had never even seen or touched Ayr's products. It was an emotional, transformative experience that allowed shoppers to connect with Ayr's brand, and then they could take their experience home.
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You can also try an off-season strategy to bring summer to winter. Rockaway Brewing Company's Playa NYC was an homage to a fun, beach-inspired drinking environment last April.
Pop-ups at places where potential and current customers relax and enjoy time creates a new experience that positions your brand in a refreshing and fresh light. This is a way to capitalize on a memorable experience - namely, a vacation – and tie your brand to that happiness. When you can connect emotionally with customers, it creates a bond that can last for years no matter where your brand is sold.
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