So, you have spent time and money in establishing a meaningful retail brand. You stand apart because of who you are and what you represent as a retail experience. But is that enough? Once the folks you are talking to enter your store what will keep them from buying? It’s worth looking at the nitty gritty of the in-store experience to answer that question.

As a retailer, you might know the importance of offering quality products and quick service to your customers. But do you realize how important good retail space design is to the success of your business? Those that think they can cut corners on retail space design, skimp on lighting fixtures, or product placements, are in for a rude shock!

The possibilities for retail space design failure are many, and we’ll show you exactly how retail space design failure can impact your bottom line.

Messy shelves

If you think you’ve achieved success by getting customers into your store, think again. Getting them in is actually the easy part; helping them buy is a different ballgame altogether. And it’s not going to work in your favor if your retail display looks like this:

This image is from a JC Penny store; it’s not surprising why they suffered a 5.5% decrease in first-quarter sales for 2019, and why they’re closing over 27 of their stores this year. Having far too much merchandise can frustrate your customers. Have you imagined what happens when a customer manages to knock a few hangers onto the floor? Optimizing the amount of merchandise is a logical thing to do. You can either move it to another location or put it in your inventory room. Systematically organizing your products can make shopping a pleasant experience and that will bring your customers back to your store again and again.

Lackluster display

When customers enter your retail store, they expect to find products displayed in an attractive manner on your shelves. But how can you expect to drive sales, when your shelves look like this?

After decades of successful business, Walmart is gradually closing many of its brick and mortar stores. Having empty shelves or displaying products in a cluttered manner can drive your customers away. If the products do not look good in the store, they can never look good on your customers! If you want to engage customers and help them easily find what they’re looking for, vary the visual elements. Add colour and depth to your displays, and showcase products on different levels. Create adequate visual drama and excitement to keep customers engaged.

Excessive stock

Despite the growth of online shopping, there are thousands of customers who still prefer visiting a retail store to physically see and feel products, try them on, understand their features and just to enjoy the whole retail experience. But, unless you are a warehouse, how can you provide a fulfilling retail experience if your store looks like a warehouse?

Despite being around for over 70 years, Toys R Us filed for bankruptcy in 2017 – although after having re-strategized their business and having worked through their flaws, the company is back in business. What Toys R Us taught is, is that a retail store needs to display products in a manner that is pleasing to the eye and offers customers an experience that is gratifying. If you have too much stocked up – in boxes that too – it’s a turn off for customers. If you have excess inventory, move them to your inventory room, or just place them in a corner and offer them at reduced prices.

Unending queues

Everyone is living busy lives. Yet, customers take out time for their hectic schedules to drop by your store and purchase products to fulfill their needs. But if your POS counter has a queue as long as this, how do you expect your customers to come back to your store again?

After having been in business for close to two centuries, Sears filed for bankruptcy in 2018 and closed 142 of its stores last year. Offering a pleasing in-store experience is critical to have customers coming back to your store. While having a big queue like this is a sign that you’re doing good sales, it is important you minimize the checkout time. Put up more POS stations at peak hours, install self-service kiosks, and move complex billing to a different counter altogether.

Shoddy interiors

A retail store is supposed to offer an experience that is fulfilling, exciting, and enjoyable at the same time. However, if a retail space looks like this, you can be sure to experience a sudden slump in your footfall:

Despite being one of the most innovative retail companies, Kmart’s future is anything but certain. The company has already filed for bankruptcy and is looking for ways to retain its foothold and employees. What Kmart teaches us is that retail spaces are supposed to be modern, clean, and certainly not wrecked. Frequent inspection of fittings, fixtures, shelves, walls, and floors is vital, and any damage should be immediately repaired. Make your customers feel they’re valued and offer them an experience that is pleasant and enjoyable.

Your retail store is a unique entity. It is the embodiment of your offering, your place of business, and the physical representation of everything that your brand stands for. If your retail store suffers from any of these design failures, then there’s a fair chance that it’s not just the immediate shopping experience that will be negatively impacted. The greater concern should be the risk you run of your brand appearing inauthentic and incompatible with the values you claim to espouse. Once that happens, it’s a long road back to gaining the trust of your target audience again.

 

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