Optimizing store layout is theorized through merchandising, a strategy based on product layout principles. These presentation methods value items to seduce consumers: they meet the sales objectives of businesses, while respecting the configuration of points of sale and customer expectations. Optimized, product exposure offers a positive experience designed to encourage the act of purchase. Discover 6 methods to succeed in the layout of your point of sale, a central pillar of retail.
Think about planning beforehand
The layout of a point of sale is a large-scale project to be carried out in parallel with the positioning study, in order to be in line with brand image and customer expectations. It is an important financial and strategic investment that cannot be managed by accident. Develop the layout of a point of sale Upstream is essential for budgetary considerations, but also in order to integrate site-specific planning constraints and compliance with standards.
Attract with a neat window
The window is the first point of contact with a store; it must catch the eye in order to encourage further discovery. At a glance, the passer-by can be seduced by the presentation of the products and enter the store, or on the contrary turn away from it. The window must therefore be the subject of particular attention during the layout of the point of sale at the level:
- Lighting: light guides the eye and should point to the areas where it should be placed, preferably from top to bottom
- Layout: staged items should preferably be placed at or above eye level to be highlighted
- Renewal: the regular change of the window satisfies the thirst for novelty, proves the dynamism of the brand and its ability to create desire and build loyalty
Match faithfully to the brand universe
Once in store, the customer is immersed in the brand's universe. Decoration, furniture, light effects, musical and olfactory ambience are all elements that offer a pleasant experience, built around a perceptible identity. Branding and point of sale layout have every interest in being built in synergy, in perfect coherence with the spirit of the brand.
Play on the levels
According to the basics of layout of a point of sale, there are 4 levels of product placement:
- Hat (over 1.60 m)
- Eyes (1.10 to 1.60 m)
- Hands (0.60 to 1.10 m)
- Feet (under 0.60 m)
The areas of the eyes and hands are to be preferred: the eye is naturally fixed there and the items are the most physically accessible there. Varying the layout of the products enhances the value of the goods and sets the pace, while meeting the commercial objectives of the brand.
Orienting the customer journey
In a store, visitors tend to move counterclockwise. The layout of a point of sale must therefore be based on the customer journey, according to sales objectives:
- In the entrance on the right: the most visited section, where customers linger and tend to buy. It is wise to present new products and products at high margins;
- The second half of the store: the back of the store drains less traffic, you have to give a reason to go there. Products that sell well have every interest in being there, because customers are looking for them and will naturally go there;
- Near the cash registers: inexpensive items and travel-size products are compulsive purchases, which customers tend to slip into their basket just before payment.
Integrate digital signage to design your point of sale
For retailers who want to offer a memorable experience to their customers and achieve their sales goals, the dynamic signage is certainly one of the most versatile and efficient tools. Les screens in the window captivate passers-by, amazed by the beauty and dynamism of moving images. In stores, dynamic signage is sometimes an informative medium and sometimes decorative depending on the content broadcast. It allows you to create a tailor-made and evolving environment, instantly and in one click. It guides the customer and entertains in the areas of tension in the buying journey — checkouts and fitting rooms. To take advantage of the many uses of digital signage, Cenareo offers a solution dedicated to the management of its screen fleet.
Adaptable, accessible and intelligent, the Cenareo solution is the ideal partner for the management of digital signage in store. Digital signage increases the performance of your point of sale layout, to exceed your sales goals and meet consumer expectations.
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