Shopping will be all about the experience rather that about transactional purchases – shoppers can buy what you sell in any number of places, so you have to think about how you influences your customers emotions. Page 25 is now what Amazon GO is about

1. Shoppers can buy what
you sell in any
number of places!

2. Your sales floor and displays require constant
reinvention so that shoppers don’t get bored
and go somewhere else.
Let’s take a look at areas that typically need
attention.

3. GRAB THEIR ATTENTION
Create a sensational first impression

4. Many retailers don’t pay enough
attention on windows
It takes eight seconds to walk by a typical
storefront. Once someone is two seconds past
the door, they won’t turn round.
That means retailers must capture customers
attention in the first four seconds of their
approach.
Each window should tell a story and remember
that it's also important to avoid mess. If you
cram items together in a window they'll look
cheap.

5. THE DECOMPRESSION ZONE
The very first area that customers step into
DECOMPRESSION
ZONE

6. Minimal sales in the
threshold area
The threshold area, also known as the
"decompression zone", is the very first area that
customers step into when they enter your store.
The decompression zone is typically the first 1
to 4 meters inside the front door depending on
how big your store is.
Understand that shoppers will miss anything you
place here, that’s why is not the ideal place for
any product, signs or carts you place there
because customers will walk right past them!

7. ROAM THE SALES FLOOR FREELY
Avoid aisles that ends at nothing

8. Take control to
increase sales
Typically shoppers never see more than 50% of
your sales floor? That’s why your floor plan plays
a critical role in managing store flow and traffic.
The choice of which floor plan is right for you
will depend on a number of factors including the
size of your store, the products that you sell and
more importantly, your customer segment.
What are your customers like? Are they
shopping in a hurry or can they take their time,
do they prefer self-service or..? These are just
some of the questions you have to ask when
deciding on your floor plan.
The more they see, the more opportunity they
have to buy!

9. Different types of
floor plans
Straight floor plan – Involves positioning
shelves or racks in straight lines to create an
organized flow of traffic. It’s mostly used in large
retail spaces and supermarkets.
Diagonal floor plan – Offers more visibility for
staff and shoppers. It’s recommended for
smaller retail spaces and self-service shops.
Angular floor plan – Consist of curves and
angles to give off a sophisticated vibe. Is usually
adopted by high-end retailers and it reduces the
amount of display area you have but focuses
instead on fewer, more popular lines.
Geometric floor plan – Utilizes racks and
fixtures to create a unique store feel and design.
Go with this layout if you’re showcasing trendy
products.

10. THE HERO WALL
The first wall after turning right

11. Design the customer
journey
Despite being one of the most important
elements in any retail design, customer journey
are often an afterthought by many retailers.
Customers typically shop the same way they
drive a car, customers have a tendency to turn
right when they enter a store if they drive on the
right side of the road.
The first wall they should see is often referred to
as a "Hero product presentation Wall" and acts
as a high-impact first impression.
If you use this area to house basic product you
are making a mistake. This Hero Wall has to
display new and seasonal items, high demand
and high profit items.

12. LOOK, TOUCH AND PLAY
Let customers experience your products

13. Create multisensory
experiences
The brain loves multisensory experiences. In
other words, people enjoy being able to look,
touch, and play with products.
If your are a tech Retailer try to create a place
where our customers can experience the
wonderful technology that are available to today,
along with a glimpse at what’s to come in the
future.
You can also include an explorer area, where
customers can try out new apps in an apps bar
or a lifestyle area where customers can see how
the latest mobile devices can enhance their lives
when matched with the right applications or
accessories.

14. CREATE ”SPEED BUMPS”
Inspire your customers to slow down

15. Slow them down with
“speed bumps”
The last thing you want to happen is for
customers to hurry past your merchandising,
ultimately limiting the number of products they'll
purchase.
Create speed bumps. Essentially, this can be
anything that gives customers a visual break
and can be achieved through signage, and
special or seasonal displays.
Also, remembering to keep high-demand
products displayed at eye-level is important
while placing lower grossing products at the
bottom or higher-up. And be sure to rotate the
product on your speed bumps to create a
continued sense of novelty for returning visitors.

16. MAKE THEM SPEND MORE TIME
Incorporate some type of waiting area

17. Make sure they are
comfortable
Be aware of something known as the "butt-brush
effect, that a typical customer, especially
women will avoid going after merchandise in an
area where they could potentially brush another
customers backside or have their backside
brushed. This holds true even if the customer is
very interested in a given item.
An easy way to avoid this problem is to ensure
that your sales floor and displays allow them to
have more than adequate personal space.
Make your store comfortable by incorporating
some type of waiting area, which will encourage
customers to spend more time in your store.
Especially, if a shopper is accompanied by
someone not interested in making a purchase.
(( ))

18. WHAT DO YOU SMELL?
Scents can increase sales

19. If it smells,
it sells
Take a big breathe, what do you smell? If you
answer is nothing then Aromacology – the
science of scents, can help you increase sales.
Remember that old retail adage: “If it smells, it
sells”? It turns out to be true, pleasant smelling
environments have a positive effect on how
customers shop.
The scent of grapefruit energizes shoppers,
vanilla is calming, and cinnamon is said to
attract money.
So put out the potpourri or purchase scent
diffusers and place them throughout the store.

20. AVOID FRUSTRATION
Strong correlation between waiting time and experience

21. Reduce perceived
waiting time
There are a strong correlation between waiting
time and customer experience.
Free Smart Cellular Shop use a unique
interactive bench. It’s an interactive-waiting-station
that allow the customers to connect their
smartphones and play video games on the huge
power wall in the shop.
Give the customers an indication of when their
wait will be over, it will make the process for the
customer seems more finite, rather than
endless. Any of your attention-diverting
techniques should be targeted towards the
2nd or 3rd person in the queue – the first person
will be too busy watching the sales staffs signal.

22. CHECKOUT COUNTERS
Can create an “us vs. them” mentality

23. Minimize your
checkout counters
Checkout counters is what customers
experience last and they often often separate
employees from customers, at least
psychologically. This doesn’t benefit sales
because it can create an “us vs. them” mentality
and sends the wrong signals.
If a counter is essential then remember to create
enough room for your employees, at least one
meter per person behind the cash register.
Avoid overcrowding the counter with impulse
items because if you put too much up there all
at the same time, the customers are just going
to ignore all that stuff.

24. The front right is not the best place
for checkout counters
Where to place your checkout counter is a
question you can ask yourself for days and
generate pros and cons and still end up
confused.
You may argue that it’s nice to have one right up
front to say hello to shoppers as they enter the
store, but a greeter can solve that problem on
busy days.
So if customers naturally turn right when they
enter, and you've managed to have them go
through and circle all the way around, you'll
realize that the left-hand side at the front is
probably the ideal location for your checkout
counter.

25. The future will take checkout
even further
In the not-too-distant future a customer will be
able to walk into the store, grab what she wants
and simply leave. Electronic virtual networks is
going to dramatic change the customer
experience.
People will say that when checkout is working
really well, it will feel like stealing, you simply
grab a pair of shoes and you just walk out.
A population of sensor technologies placed
strategically within stores, retailers will recognize
customers when they walk in the door.
Stores will have payment cards on file and
customers will be billed when they leave the
store, essentially bypassing the checkout.

26. SHOP-IN-SHOP AND KIOSK
The success and failure

27. The success of one kiosk and
failure of others?
At Envirosell, they researched that question in
depth for some of the leading kiosk-based
retailers in the US.
The bottom line is that retailers who know how
to take advantage of people per hour passing
their kiosk are those who will succeed and live
on to multiply. A small increase in the
percentage of customers noticing a kiosk can
lead to a healthy increase in the location’s
bottom line.
For example, if the percentage of passersby
noticing a kiosk increased from 20 percent per
hour to 30 percent per hour, then the number of
purchasing customers would increase from four
to six per hour.
550
people per hour passes a kiosk per day
(based on average mall traffic on a
weekend day)
110
of all passing customers per hour per
day will notice a mall kiosk.
15
percent of those who notice a kiosk
will actually stop to shop—or about 16
customers per hour.
25
percent will make a purchase, which
translates into four purchasing
customers per hour.

28. By showing what you are selling
you increase capture power
One of the best ways to increase the capture
power of a kiosk is to emphasize how it looks
from a distance. Mall customers walk at such a
speed that it takes a lot to slow them down. It’s
important that customers can tell what a kiosk is
selling from at least 14 meters away.
Kiosks that sell small items need to work on how
the product itself can actually work as a sign. A
blowup of a product’s packaging can work
effectively to project from a distance what is
being sold. Kiosk retailers should put up as large
and strongly noticeable signage as possible.
Getting a passing customer to notice and stop
does not start at the kiosk itself—it starts 14
meters away, from both directions.

29. Not all mall traffic is the
same
Take a close look at the traffic flow on both
sides of the kiosk, as well as the sightlines of the
approaching customer. One side of the kiosk
may receive much more passing traffic than the
other.
Product and employee placement, needs to be
based on mall traffic flow and first-sight lines. If
the first thing the customer sees is the back of
an employee sitting on a stool, then capture
power will be “compromised.”
You can make all the fine adjustments, but it
won’t matter if customers don’t notice the kiosk
in the first place.

30. Landing the
sales
Of course, getting noticed from a distance is not
the only factor that determines the success of a
mall kiosk. Salesperson-assistance is key.
Studies made by Envirosell have found that
customer conversion rates at kiosks go from
less than 10 percent to more than 40 percent
when the customer is assisted by a salesperson.
Product-accessibility also makes a difference. If
product is displayed on multiple levels (shelves
of varying heights) the product is much more
easily shopped and therefore more likely to be
purchased.

31. Designing your retail experience is a never-ending
process, where you can always be switching up,
tweaking, adding, or taking away to create a
resonating customer journey and experience.
At the end of the day though, that's exactly what you
want to focus on, the customer journey, which you'll
want to test out and optimize for constantly.

32. Thank you
Contact information:
thorleif@hallund.com

33. Source:
Brian
Dyches,
chief
experience
officer
of
retail
branding
firm
Ikonic
Tonic
in
Los
Angeles
Store
design
and
display
consultant
Linda
Cahan
of
Cahan
&
Co.
in
West
Linn,
Ore
Colin
Shaw
is
the
founder
and
CEO
of
Beyond
Philosophy
Bob
Phibbs,
owner
of
the
Retail
Doctor
Michael
Chui,
a
partner
at
the
McKinsey
Global
InsMtute,
the
business
and
economics
unit
for
consultant
McKinsey
&
Co.
Consumer
behaviour
expert
Paco
Underhill
Craig
Childress
Envirosell