Clear Layout Improves Flow and ProfitabilityRon Johnson made his name at Apple, where they created the idea for the Apple Store. At a time when electronics retailers were going for bigger stores with more departments and retail items, Johnson took the opposite approach: offer fewer products but make them high-value and have the whole store's layout be visible from the moment a customer enters the store. In an age of web commerce, where customers seek variety and value online, retail stores cannot compete with online vendors on choice or cost. Successful retail store design offer a compelling, convenient experience to customers and that experience begins with a clear layout.
Colors MatterSuccessful retail stores get their customers to spend time in their stores. Customers with longer visit times are more likely to buy items, impulse purchases. Some retail businesses make the error of painting their store with fascinating or fun colors because they think it will draw attention to their store. They are right -- it draws negative attention from customers. A store with bold colors will make customers require to spend less time there, as bright colors hurt the eyes and overstimulate customers' senses, distracting them from products on the shelves and drawing their eyes toward the walls. In lieu, pick cold colors in a pastel shade. Customers will be most relaxed and focused in a room with seafoam green walls; this color has been used in public schools and hospitals for years because of its soothing properties.
Light Their WayCustomers love well-lit stores, but stores that are bright will be distracting and disorienting. To find the right balance, try to incorporate natural light as much as feasible. Customers will already be acclimated to the outside light on entering the store, which ends up in less squinting on entering. Natural light also gives stores an authentic feel; retail stores competing against "big box" stores ought to utilize natural light to differentiate their shopping experience from competitors. It also helps that natural light reduces electricity bills, which helps boost the store's bottom line.
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