Inexpensive Tools to Improve the In-store Experience
Retailers often think major remodels are the only way to update their store and the customers’ in-store experience. For alternative ideas, Steven Cohen, GSP’s Vice President of Design Services, and Lester Morrow, Industrial Design Creative Director, recently visited various stores to look for merchandising areas with room for improvement. As a result of these store visits, they provided some simple and easy-to-implement solutions to improve the in-store experience and create impact. Here are their recommendations.
Create a system to communicate your offer. Customers only have so much time to find and purchase the item they’re looking for. Make it easy for them to navigate the store space by creating focus—and establishing visually appealing destinations for the main store categories, such as coffee, fountain and foodservice. Consider using a “graphics system” for identifying key areas (see the image on the left above) rather than creating widely varying graphics for each area. A simpler, uniform system will often make it easier for consumers to make purchasing decisions and shop.
ORGANIZE PRODUCT AND EQUIPMENT
Create visually appealing category destinations—organization is key for an improved in-store experience. Equipment is often different heights which creates a visual disturbance or “skyline effect” as shown in the image to the left. By arranging the equipment so that they line up at the top, and by also creating centralized storage for condiments and utensils, you will ensure your category destination areas look neat and organized.
ORGANIZE BULK DISPLAYS
Create your own “Wall of Value.” Make sure that bulk displays do not detract from the overall presentation of the store. For example, in the image on the left, the multiple stacks of packaged drinks result in visual clutter. A moveable platform solution with packaged drinks grouped together with branded background signage can help market and bring focus to your products.