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5.2. Enhancing Retail Sales: Integrating Store Design with Marketing Strategies

Design knowledge alone is not enough to establish a successful store. A designer must also possess a good understanding of consumer psychology, marketing, and merchandising.

Marketing refers to a set of actions aimed at promoting and presenting a product or service to the consumer, with the goal of increasing the seller’s benefit. Through marketing, a seller identifies not only the strengths and weaknesses of competitors but also the approximate profile of the target customer, including their gender, age, marital status, education, profession, social group, average income, lifestyle, hobbies, needs, motives for making purchases (such as price convenience or status enhancement), and shopping frequency.

Effective marketing research can significantly boost profits. But how does this relate to store design? Let’s delve into a story that illustrates how interior design can actually increase sales.

We all know that the more time a customer spends in a store, the more they are likely to purchase. However, in modern supermarkets and hypermarkets, consumers try to save time using various shopping carts, which can reduce sales. To address this, a designer proposed using smaller tiles for the supermarket floor instead of traditional larger ones. The smaller tiles caused the cart to rattle and bounce when moved quickly, leading customers to slow down and notice more products, resulting in increased purchases.

 

This is just one example of how effective design can be a powerful marketing tool. Let’s explore in more detail how the right design can genuinely enhance sales.

 

Regulating Customer Flow with Store Layout

 

This is a task for experienced high-class designers. In the design of supermarkets and hypermarkets, the biggest challenge is the proper organization of customer entry and exit points. The less these streams intersect, the better. The aisle width should be spacious enough for customers to comfortably browse and pick items from shelves, ideally between 1.5 to 1.8 meters.

Hypermarkets present such a variety of products that customers may struggle to find specific items. Therefore, a clear distinction between food and non-food sections is necessary. In mini-markets, the aisle width can be reduced to 1 – 1.5 meters, as they are not designed for large crowds.

For specialty stores, an exclusive interior is essential to compete with larger retail chains.

 

Creating a Unique Store Identity

 

To prevent a store from becoming a “grey” copy of its competitors, designers need to develop a recognizable brand style. This can be achieved by using slogans, corporate colors, stands, posters, and other accessories.

 

Effective Placement of POS Materials

 

As we know, Point of Sale (POS) materials include various signs, price tags, stickers, pennants, decals, wobblers, etc. Since about 75% of purchase decisions are made in the store, one of the designer’s main tasks is to strategically place POS materials to attract attention to the products. They are typically located outside the store, at the entrance, in the sales area, at the product display, and in the cashier zone. It should be noted that all POS materials should visually correspond to the store’s advertising campaign.

 

Concluding my discussion on marketing, if you need profitable design for your store, I, designer Olesya Blashchenko, am here to help you tackle this challenging task.

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