Does Store Design Matter?

Ever walk into a store and find something just feels off?  This feeling can occur in a poorly laid out store, an overcrowded store or an outdated store.

Poor layout - Studies suggest that people natural move to the right when entering a store.  Therefore, if your store is designed to send people to the left, you are upsetting natural patterns.  While this may seem silly to you, it may cause an unknown unease in your client.  Keep this in mind as you set up store displays.

Overcrowding - Do you feel overwhelmed in a store with too much product, too little aisle room?  When retail stores overstock, it impedes the flow of traffic around product displays and racks.  How many have attempted to push a cart or stroller between clothing racks only to find the stuff on these racks drooping into their cart or even over their children because of insufficient space to move?  Outlet stores are particularly bad for this.  In addition to lack of space for movement, it can cause subconscious fears of smothering or being trapped.  Overloading your store stock will not get you more sales as many will want to leave sooner, even if it means missing a "good deal".  The space feels uncomfortable and confining.  Solve this issue by reducing amount of stock or displays on the floor and make sure there is adequate room for people, carts and strollers to move.

Outdated Stores - Does your store still contain original fixtures from a prior owner or from your original opening several decades ago?  Chances are that your slat wall, wall systems or other store fixtures may not only be outdated but may also be broken or simply unattractive.  While a mismatch of unique products may work well for a thrift store, the general overall feel your location promotes will affect your product.  It may also reduce the overall worth of your products in the subconscious mind of your customer.  If one looks at large chain stores, you will notice that they constantly change their layout, appearance and fixtures.  This keeps the store (and products) fresh in the mind of the consumer.  The excitement of change actually encourages people to come in, look around and stay to purchase product.  Small businesses may not be able to afford to change fixtures and displays as often as a large retailer but keep in mind that old and broken displays are going to turn off the customer.  Invest in new fixtures as needed and make sure to change up your store by using paint or other methods to keep the store looking fresh.  Pay attention to what your store looks and feels like when you walk in.  Change may be as simple as moving displays, replacing broken, mismatched slat wall with new slat wall, or, even painting walls surrounding slat wall.  While replacing old product may be a significant cost, the overall benefits will increase your sales and comfort feeling of clients.

Overall, your store layout and design will affect your consumer.  Take a day or two and visit a variety of stores including a regular mall, a busy outlet store (perhaps a Sears outlet on a weekend), a used/thrift store, and some small stores.  Remember to use a cart/stroller to get the full feeling.  Think about how you feel as you visit each location.  What did you like/dislike about the overall feel of the store?  Forget about the actual product and concentrate on the flow and overall environment. 

Always remember that the subconscious mind is always operating and your customer's subconscious can affect your business!