6 Costly Retail Shopfitting Mistakes You’ll Want To Avoid
THE FITOUT FAUX PAS OF THE RETAIL WORLD
The success of your retail shop ultimately falls into the hands of your fit out. Yet time and time again we see retailers directing too much of their attention towards products and sales, and not enough towards the overall aesthetic of their retail or shop fit out. Then comes the confusion when the sales numbers aren’t up to scratch – but what could they have done better?
It goes without saying that the quality of your wares is a key ingredient when it comes to boosting sales, but how your customers perceive your brand and interact with your merchandise can be just as important.
So please, take it from the expert shopfitters, and avoid these common retail fit out oversights to take your business further into the realms of success.
1. Inadequate/Poor Choice Of Lighting
“Illuminating your merchandise with an attractive source of light is one of the simplest measures you can take…”
Playa (image source: Vogue Living)
Many retailers make the mistake of underestimating the power of great lighting and other mood-setting enhancements. But shopfitting isn’t just about shelves, counters, and racks. It’s about displaying your items in a way that allows customers to conceptualise what they’re buying. Illuminating your merchandise with an attractive source of light is one of the simplest measures you can take when fitting out a retail store.
You can showcase your products and prompt your customers to purchase by paying attention to details like lighting temperature, efficiency and placement.
Every retailer can afford to highlight their store’s products, because skimping on this aspect couldn’t possibly pay off in the long run. Consider custom-designed fixtures or accent lighting to highlight specific areas or displays.
2. Prioritising Sales Over Customer Satisfaction
“...make sure you take your sales hat off, just for a second, when visualising your store’s fit out.”
Your customers need to feel comfortable about spending time in your store if you want to see them return – so make sure you take your sales hat off, just for a second, when visualising your store’s fit out.
First impressions can make or break any business, which is why a fit out can influence consumer behaviour far more than the products themselves. A fit out needs to offer sufficient stock levels – but at the same time, avoid clutter and invite a sense of calm as customers enter, navigate, and exit the store.
3. Inflexible Shop Design
“The ability to reconfigure your merchandise is a staple ingredient when it comes to boosting sales…”
The retail landscape is becoming more and more challenging for business owners, which is why it’s necessary to explore measures that’ll reduce costs and optimise space – without cutting corners, of course. The ability to reconfigure your merchandise is a staple ingredient when it comes to boosting sales, so it’s important for any shop fit out to be designed and structured in a way that accommodates flexibility.
Think custom-built and interchangeable counters and display fittings, as well as shelving and racking solutions that are easy to install and shift.
4. Neglecting The Point Of Sale
“You need to treat your sales counter as one of the most important features of your fit out.”
L'épingle à linge (image source: Taktik Design)
Paying close attention to the very space where all the purchasing happens seems like a no brainer, but it’s an aspect too often overlooked by shop owners. You need to treat your sales counter as one of the most important features of your fit out. Think luxe materials like marble or glass, or Nordic wood for a natural yet contemporary vibe.
By offering more space and the comfort of a clean and slick counter, you’ll set your business up for the ultimate efficiency in transactions. Allow for the ultimate customer experience with custom-designed and built joinery, counters and other shop fittings.
5. Ignoring The Store’s Exterior
“Your shopfront will be the first point of contact for many of your prospective customers…”
Another key consideration you ought not to ignore when fitting out your retail space or shop will impact every individual’s first impression of your store. Your shopfront will be the first point of contact for many of your prospective customers, so it’s important to create an exterior that’s enticing enough to meet the rising expectations of the people passing by.
Strong customised signage and branding displays are essential for exterior recognition, which allows your shop to stand out from its neighbouring competition.
6. Disorderly Shop Layout
“...you’ll need to decide which traffic direction will keep your customers moving and interested…”
Consider your shop or retail store from a customer’s perspective before choosing a layout, and think about how you can influence customer flow and purchase behaviour. Consider the size of the space, as well as the length of the walkways to ensure maximum accessibility. Be sure your choice of furniture and use of exterior space is suitable for customers to gather and interact for that store “buzz”.
Remember, the goal of of any retail or shop fitout is to create value and have a positive impact on the customer experience, so you’ll need to decide which traffic direction will keep your customers moving and interested, and thus, promote higher sales.
If you’d like to enhance the in-store customer experience and tell a story within your retail space or shop, speak to Adam and the experts at Fast Fitouts to assist you from concept all the way through to completion. Call 1300 303 831 or email firstname.lastname@example.org for a free concept design and pricing service
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