Creating state of the art visual impact
By Helena Lindblom, Vzualiser
"I love to make a visual impact. An impact that really effects people’s feelings to the better. I have also been fortunate to have the great opportunity to do this for 25 years back in time. Now I would like to share some of my experiences with you. Hope you find it valuable for you. Helena Lindblom."
No such thing can be as important as the Purpose and Goal itself. Put in effort in this phase and really try to be as specific as you can be when formulating your purpose and goal. I find it helpful to use the S.M.A.R.T. – model when formulating goals. Yes, it does work and qualitative aspects such as atmosphere, likeability and so forth as well. It must not only be sales and category share figures. When you have your purpose ready – Use it and use it often. Start your project meetings with it. Use it as a footer in your project mails. Hence this is to be the Polestar for everybody involved. A great purpose makes the whole process smooth to deliver with quality.
I have heard so many ways of using the word concept. It can be a business concept, a paying concept or a branding concept for example. Here I am talking about store concept. I think that the typical brick and mortar shop has had it just a little bit to easy when it comes down to really creating store concepts that differ. Do you remember the time when you where travelling and you could really discover something new on you adventures? It doesn´t differ as much anymore. Maybe this is why retailers struggle with increasing the customer traffic and of course sales in their brick and mortar shops? With all the great opportunities of e-com the retailers tend to be more global than ever before.
To be honest, I think customers are bored and therefore it is more smooth to shop around online instead of going back to the physical store. Now, let´s change this and define a concept that really makes the customer thrilled. The solution for creativeness has been to build Concept Stores. Often quite expensive in terms of set up but also in terms of the often experimental elements that they offer such as cafés, exhibition space to mention some. More of this in tip three – Use the senses.
Great, you have created a purpose with measurable targets to it and more of all you know what kind of concept you would like to have. Now, going in to the goodies of what to fill the concept with. By this I do not only mean how to space your merchandise. I specifically mean how you can affect all our senses. One time we used fragrances in order to reduce dental fear. It worked! Needless to say, so many studies show the same thing, fragrances used in the right manner does increase sales. When used in the right context the fragrance affects the customer positively by increasing the satisfaction, making the customer stay longer in the store and also to shop more pricy products. With the physical store you can also attract senses like hearing, touching and taste. E-com delivers on seeing and partly on hearing. Use these tools in a balanced way and you shall she your customers coming back to your store and to increase their time spent in your store. More of all, it will affect your sales positively. Remember that you can, and perhaps should, use this technique all the way out to the street by having an appealing display that tells your story for passing by potential customers.
If you conduct a survey of people entering a store you should, statistically, se that the majority of the customers first look left when entering and directly thereafter turn right. This very entrance to the store is a chapter, or say a whole book, on its own. The major learnings I had in my work is that you should but your higher-demand items to the right. A zone most known as the Power Wall. In front I think it is wise to have a low built interior with products you really want to front i.e campaigns, season etc. Let this space be even more alive, that the rest of the store, by frequently changing the products exposed.
This is the most important learnings, for me, when it comes to the entry of the store. Now – select what type of layout that suits your available space and products best. And remember that your customers come to your store not just to buy; they come for ideas and inspiration. And they come to be entertained—even when they don’t buy anything, that experience is what brings them back.
There are a number of different store layouts but the most common I have used are as follow:
Needless to say, I can have all the experience in the world. But I have always been able to make better solutions when having access to relevant data. Customer flow analysis, sales figures and basket analysis can make a world of difference to a projects output. Try to gather as much info as you can and start to measure. One great KPI is conversion. By this I mean the amount of potential customers that entry the store actually buys. Over time you will have a KPI that you can measure your improvement when moving your merchandise in the store. It is also a figure that measures your stores overall attractiveness in terms on how good it is to inspire to purchase. There are a number of different traffic counters with its pros and cons. They all have in common that you install in in the entrance in order to count inward going customers. Then you use that total number of incoming customers and divide it by the amount of transactions made at the cashier desk. As I said, there are some better and some less good ways to measure this. Pop me an e-mail and we will discuss it further.
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