6 principles for successful store design

The optimization of store layout is theorized by merchandising, a strategy based on product layout principles. These presentation methods enhance the value of products to appeal to consumers: they meet companies' sales objectives, while respecting point-of-sale layout and customer expectations. Optimized product display offers a positive experience designed to encourage the act of purchasing. Discover 6 ways to successfullydesign your point-of-sale, the central pillar of retail.

Upstream planning

Fitting out a sales outlet is a major project, to be carried out in parallel with the positioning study, in order to comply with brand image and customer expectations. It's a major financial and strategic investment that can't be improvised. It's essential to plan thelayout of a sales outlet in advance, not only for budgetary reasons, but also to take into account site-specific layout constraints and compliance with standards.

Attracting customers with an attractive window display

The window display is the first point of contact contact with a store; it must catch the eye and encourage further discovery. At a glance, the passer-by may be seduced by the product presentation and enter the store, or on the contrary, turn away. The window display must therefore receive special attention whendesigning the point-of-sale in terms of :

• Lighting: light guides the gaze and should point to the areas where it should land, preferably from top to bottom;
• Layout: Staged items should preferably be placed at or above eye level to stand out;
• Renewal: regular changes to the window display satisfy the customer's thirst for novelty, and demonstrate the brand's dynamism and ability to create desire and loyalty.
  
  

Faithfully match the brand universe

Once in the store, customers are immersed in the brand's universe. Decoration, furnishings, lighting, music and scents all contribute to a pleasant experience, built around a perceptible identity. Brand image and point-of-sale design should be built in synergy, in perfect harmony with the spirit of the brand.

Playing with levels

According to the basics ofstore layout, 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 (below 0.60 m).

The eye and hand areas are the best places to place products, as they are the most natural to look at and the most physically accessible. Varying the product layout enhances the merchandise and adds rhythm, while meeting the retailer's sales objectives.

Orienting the customer journey

In a store, visitors tend to move counter-clockwise. Thelayout of a sales outlet must therefore be based on the customer journey, according to sales objectives:

• Right entrance: the most visited section, where customers linger and tend to buy. It's a good idea to present new products and high-margin products here;
• The second half of the store: the back of the store attracts less traffic, so it's important to give customers a reason to go there. Products that sell well should be there, because customers are looking for them and will naturally go there;
• Close to the checkout: inexpensive items and travel-sized products are compulsive purchases, which customers tend to slip into their shopping baskets just before payment.

Integrating digital signage into your point-of-sale layout

For retailers who want to offer their customers a memorable experience and achieve their sales targets,digital signage is certainly one of the most versatile and effective tools. Window displays captivate passers-by, who marvel at the beauty and dynamism of moving images. In stores, digital signage can be both informative support and decorative, depending on the content displayed. It creates a customized, evolving atmosphere, instantly and at the click of a button. It guides customers and entertains them in tense areas of the shopping experience, such as checkouts and fitting rooms. To take advantage of the many uses of digital signage, Cenareo offers a dedicated solution for managing its screen inventory.

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Adaptable, accessible and intelligent, the Cenareo solution is the ideal partner for managingdigital signage in stores. Digital signage boosts the performance of your point-of-sale layout, so you can exceed your sales targets and meet consumer expectations.

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