How would you define a successful store layout? Is it one that looks good? Is it one that by virtue of its design pulls customers into all of the zones of the store? Is it one that appeals to an ideal customer and based upon this fact encourages that ideal customer to linger longer in the shopping environment? Well to my way of thinking, a successful store layout does all of these things.
A successful store layout is not an accident. Before a sales space can be designed the designer has to have accumulated extensive knowledge of whom his design is ultimately targeted to appeal to. This is an elemental step that many designers fail to consider. Don’t get me wrong, I’m all for making a store look good. But the store should look good through the eyes of a customer profile that you have predetermined offers you and your store the best chance for success. Your store will not appeal to everyone…no store does.
Take a mental walk through your store right now. What makes it different and more appealing than the competitors down the street? Is it a traditional layout that offers nothing unique? If so, I can hear you yawning. For heaven’s sake, I’m beginning to yawn myself. A store layout should help your store create relevance. It should be different. The term “store branding” is bantered about constantly in retail. Did you ever consider the fact that a store’s layout is part and parcel of that branding? Branding is an overall mental concept that you are trying to create. Your store’s layout is part of that concept and therefore, part of your branding. Now with that thought in mind take that mental walk again and think about the way your store is being branded. Is it fresh and exhilarating or drab, traditional and booooring.
Your store is a living entity (or a dying one) and therefore must stay dynamic, interesting and relevant. A good store layout is a necessary part of this dynamic nature of your business.
