Give customers a clear path

A cluttered, disorganized store introduces an unnecessary barrier to customer purchases. As you diversify and increase the products you offer, it’s important to keep your store organized with frequently purchased items displayed in prominent places. Spending a little time revamping a store’s layout can result in a big increase in profit. Follow these simple steps to make sure you’re getting the most out of your space.
 

Create an inviting entrance

Store organizers refer to the space directly inside a store’s doors as the “decompression zone.” Ideally stores have an open space so customers can get a feel for the store without immediately being distracted by products.

One way to balance a clean entrance with a sales opportunity is to place a well-organized display 10 to 15 feet in to show customers the types of products they can expect throughout the store. High quality nesting tables are a great way to organize a wide variety of products.

Customers should see premium, unique offerings when they first enter the store. First impressions are important, and these items will set the tone for the rest of the shoppers’ experience. Recommended items include high-quality patio furniture, fire pits, and large, lush plants to help spur creative ideas for their own gardening.
 

Guide customers’ experience

A common challenge for retailers is managing a cluttered, disorganized layout. Take a step back and think about the path you want customers to take through your store. Make sure that route passes as many categories as possible to maximize sales. Rows of aisles, like those found in grocery stores, offer a clear and organized path through the store. If you are working with a circular space, remember that most people turn right upon entering a room.

Consider using freestanding fixtures and high quality tables to efficiently lay out your store. These versatile options keep your inventory organized and offer the flexibility to change layouts and featured items for each season. Shoppers may gloss over large sections of tightly packed shelves, but a neatly organized table could grab their attention so they stop to browse.

Also keep in mind the height of items displayed in your store. Shoppers are less likely to grab large items from the top shelf, and dislike picking up heavy items such as large plants from the ground. Make the transition from display to shopping cart as easy as possible. Consider keeping a few heavy items at waist level and storing extras high on shelves or on the ground. This way, customers will be more likely to purchase items and restocking will be easy for your employees.
 

Don’t forget checkout

One of the most often overlooked parts of the store is also one of the most important — the space where customers pay. To encourage customers who might be waffling about making a purchase to decide and buy, checkout counters should be easily accessible and clear of obstructions.

This is also a great place to show small, inexpensive items that customers are prone to purchase on impulse. Frequently purchased items, gift ideas and small items that might get lost in your aisles are a great place to start. Cards and wrapping paper also are strong sellers near the checkout.

Make sure your checkout counters are large enough to lay down a customer’s entire purchase. A cluttered or unprofessional checkout can dissuade purchases and turn customers into browsers. It can also create a poor lasting impression and stop visitors from returning.
 

Selecting new displays

One of the most important aspects of store organization is selecting proper fixtures to place items on. Not all displays are created equal. Below are some features to consider when purchasing new fixtures.
 

Quality

Pay attention to the quality of the construction and materials when looking for fixtures. These are items that customers will interact with and see up close. In order to give customers confidence in your products, choose strong, premium materials, such as solid wood and thick metals. Flimsy, wobbly displays subconsciously tell shoppers that your products may also not stand up over time.
 

Durability

High-quality displays also pay off in the long run due to their durability. Fixtures are an investment that can benefit from for years to come.
 

Customization

In order to gain an edge on your competition, you may opt for customized solutions to display your products. You can also choose specially sized and shaped fixtures to fit odd spaces, or select a color to match the overall style of your store. Ask potential suppliers about the customized options they provide to see what’s right for you.
 

On-time delivery and customer support

When selecting a company to design and deliver your displays, make sure you find someone with a reputation for on-time delivery and strong customer service. Looking for ratings online on sites such as Yelp, Angie’s List or Google is a great place to start. You can also ask for a list of referrals to call for more background on working with the company.

Misty is the marketing director for Gabriel Logan, which has been designing, building and installing custom fixtures since 2002 and is based in Logan, Ohio.

www.gabriellogan.com