Ensure a Great Retail Space!

The world is changing rapidly every day. Businesses must adapt and refine in order to survive. While these times may seem unprecedented, disruptions in the marketplace have been present time and time again.

 

Whether it be technology (i.e. the Internet), major event (i.e. 9/11), or a pandemic (i.e. COVID-19), the entire marketplace has shifted. Where we are today, will not be where we are tomorrow.

 

As our marketplace shifts from in-studio pottery to at home pottery, the method in which we choose to sell products will change. Currently we are seeing a shift to retail as another fantastic way to adapt and refine your studio to adjust to the new normal.

If you are looking to transform your pottery painting space into a retail one, it’s time to get serious on how to layout your store to maximize your customers time and attention. Here’s how:

 

1.     Layout products in a shopper friendly manner

 

People like order. People like patterns. These are two facts that are proven to be true and lie within all of us innately. Therefore, layout your products in an organized way. Picture yourself as a customer in your store. Now think about the end result, or the sale. Then, take yourself through the journey of the customer from entrance to purchase. What will they see? Where will they go? What layout makes the most sense and will be the easiest to follow? Attract attention by positioning and creating displays using colour, size, motion, position, contrast, and novelty. All of these aspects can be used to attract attention and make meaning!

 

2.     Don’t put merchandise in the decompression zone

 

What is the decompression zone you may ask? It is small area in the front of the retail space where customers become acquainted in their new environment. Whether they are coming into your space from indoors such as a mall, or outdoors such as a plaza, the first few moments that your customers will experience in your store are crucial for allowing them to begin to feel comfortable and get the most out of their shopping experience. Don’t place your merchandise near your entrance ways or shortly after. Allow them time to decompress and adjust to their new environment before they begin to seriously consider purchasing your products.

3.     Include speed bumps or breaks (I.e. finished pieces, tv with video, etc.)

 

Include items that are not products that will help immerse customers in your shopping experience. This helps you engage customers in two ways. First, using displays and other mediums can be used as a marketing tool as you will be able to highlight new products, inspire customers, and ignite their imaginations for painting pottery. Second, this may slow the shopping process. If all your customer’s see is products, they may become desensitized and may take less time in your store, making them less likely to purchase. Therefore, include speed bumps in your store such as displays with finished pieces, or pictures of people painting pottery, or even a TV display with videos displaying your product. Be creative and strategic!

 

4.     Use Checkout to display impulse buy items

 

Do you ever wonder why items like gum, magazines, and candy are displayed in the isles of the checkout lanes at grocery stores? You just spent over thirty minutes pondering over different food items, and now you are being bombarded with even more items to choose from? This is done on purpose. All of the items that we see here are easy to display and are almost add-on items. These are the items that you ponder over while checking out. This strategy isn’t just used by grocery stores. Your pottery studio can use it too! Items like decorative stickies or special paint brushes or product catalogues can be displayed by checkout. Every sale counts, and every minute that your customer spends in your store is an opportunity to sell them something. Make the most of it!

Studies have been conducted for years on buying behaviours and shopping patterns in retail spaces. While there have been many ground-breaking ideas, they may take space and money to implement. These four tips above will allow you to enhance your retail space in a cost effective way, and will bring your store to adapt to these precedented times!