Let's say that you've decided it's time for some sprucing up around your store. You may have a very limited budget and only want to spend a relative small amount, but on the other hand you may have decided that you want to go "full steam ahead", replace your store fixtures and really reinvent your operation. We thought we might offer some tips on how to guide yourself through the planning stage.
The first question one needs to ask is: What do I wish to accomplish with the remodel? Here are some likely answers.
1. My store looks tired, I just want to give it a bit of a face lift.
2. I really haven't spent that much on this type of thing and I know I should.
3. I want to improve the looks of my business and attract more customers.
4. My competition is taking some of my customers and I think it's because their store's presentation is better than mine so I want to give my store a complete makeover.
5. There is a new store coming to town soon and I know that it will look better than mine so if I don't reinvent my store I may be dead in the water
Of course the real world truth is that you may have grand ideas but a limited budget. So the next thing to determine is whether your goals are congruent with the budget that you've established. Since there are so many variables in store size and in budget, instead of attaching a dollar amount, let's consider budgets this way:
(Budget D, the smallest, budget A, the largest)
D = $
C = $$
B = $$$
A = $$$
Because a "D" Budget mighty involve only a few thousand dollars it would not be congruent with answers 4 and 5 above, BUT would probably work just fine with answers 1 and 2... and possibly even three.
So let's say now you've identified what your main objective for the remodel and you've established a working budget. What things should you address depending on the budget you've opted for? Here are some guidelines.
D-Budget
Ø Paint your interior walls.
Ø Utilize some wall graphics to add interest and additional color.
Ø If yours is a tiled ceiling, make sure that the individual tiles are not dark or water stained, and replace any that are.
Ø Make sure that all of your lights are operational.
Ø Hire a specialized service to strip, clean and wax the floor and implement a plan to make sure they stay that way.
C-Budget
Ø All of the points of D-Budget plus:
Ø Remodel and retrofit the check out area. This is an area of the strongest customer/clerk interactions. The experience should be pleasant. Along with the redesign of the area, institute a "customer is king" training regiment for your clerks to make sure that this most important final interaction is positive.
Ø Reset the front of the interior to insure that your store has an adequate "decompression zone."
Ø Also add some additional hanging graphic elements throughout that feature your store's logo.
B-Budget
Ø All of the points of C-Budget and D-Budget plus:
Ø Address the facade and exterior identification elements of your business. Because the exterior of your store is your primary billboard you should make sure that it looks attractive, up to date, and inviting. Consider elements of texture, color and lighting.
Ø If your area is zoned to allow them we highly recommend digital electronic sign boards as they have a strong ability to direct more traffic into the operation.
A-Budget
Ø All of the points of B-Budget, C-Budget, and D-Budget plus:
Ø A new floor layout plan designed to make your store appear larger, and expose shoppers to more products. The new layout should adhere to the principal of the "inherent right" and utilize ambient and accent lighting to guide shoppers to all areas of the store. A new store layout of this type will encourage shoppers to linger longer which will encourage more impulse buying.
Ø More elements of decor should be added. The elements should all be complimentary but utilize different materials, colors and shapes to maximize interest and create an intriguing and pleasant environment.
Ø With this type of remodel make sure your store fixtures are of adequate quality to compliment the endeavor.
The reality that retailers must face is this: Your store needs to have a facelift every 5-7 years. Perhaps during one of those cycles you'll opt for the D-Fix and perhaps even an A the next time, new store fixtures and all. But remember that your store's presentation is critical to its success and that it must remain dynamic!
