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Designing
retail space takes careful planning. Attention should be paid to what
research tells us about consumer behavior. Stores must be designed with the
comfort of shoppers in mind. The aisles should be wide enough to allow
shoppers to move through them comfortably. Items should be placed where they
can be easily seen by shoppers. Nothing should be put on high shelves where
it cannot be reached. Pleasant lighting and music also contribute to the
comfort and good feeling of shoppers. Shoppers who feel happy and relaxed
will make more purchases.
When
organizing the merchandise in a store, the trends of each season should be
kept in mind. Picnic and beach equipment should be prominently displayed in
the summer, for example, while warm clothing should be featured in the
winter. Then, shoppers will return to the store because they will see it as a
place that provides what they need.
There should be
plenty of checkout aisles so that long lines are avoided. Many people cannot
bear long waits, and long checkout lines scare shoppers away from stores.
Many stores are now using self-service checkout aisles, although they have
not yet been completely accepted by shoppers. They are often confusing to
use, and many shoppers find them impersonal. The old-fashioned human cashier
is still popular in most retail outlets. Therefore, it is still considered
mandatory for stores to have at least some full-service checkout lines manned
by cashiers.
When
a store is properly designed, shoppers have a pleasant experience and will
want to return. This helps the bottom line of the store owner which is, of
course, increased sales.
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