Shelves
How to design your business?
Following our article on the six basic rules of merchandising, we promised to do an article on the layout of its point of sale, and here it is! A good layout means an original, welcoming and warm atmosphere!
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🕐 6 min of reading | Published on: 01/24/2025
An attractive window display to entice the customer to come in
Your shop window is the first point of contact with your customers, hence the importance of its very careful presentation. It must be attractive, make future customers want to come in and discover your products, and above all it must highlight the products offered for sale. Under no circumstances should you neglect it, make it harmonious to hold the attention of passers-by and arouse their curiosity (pedestrians, motorists...)!
To help you in the elaboration of your shop window, you can rely on the AIDA method: attract the customer's Attention, arouse the Interest, trigger the Desire to buy, and thus lead the prospect to the Act of purchase.
The frequency of renewal must be sustained, about every two weeks. You can also play with the seasonality of the products: in winter you can put a white vinyl on the ground to remind the snow. In summer, you can play with summer furniture (deck chairs, inflatable buoys...). For Valentine's Day, attract passers-by with strong colors such as red and fake gifts placed on nesting tables, or install some chocolate eggs and wicker baskets at Easter, and the trick will be done!
💡To remember:
A successful display case catches the eye and encourages the customer to enter. It must be renewed regularly, reflect the season and highlight the key products. The goal is to create a harmonious and captivating first impression.
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An attractive customer journey
The customer path is very important to encourage the act of purchase! An essential point to take into account is the fact that the passage must be free of any obstacle for people with reduced mobility, so that they can move freely.
The customer journey is based on the following four elements: the direction of the store, the lighting and product displays, the furnishings and the location of the checkout counters.
💡To remember:
A well thought-out customer journey naturally directs customers to the strategic areas of the store. It must be fluid, accessible and consistent with the enhancement of products. Clear circulation promotes the act of purchasing and improves customer experience.
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The sense of journey of the store
Your business is composed of two zones: hot zone and cold zone. The hot zone cold zone is an essential merchandising strategy for organizing your products.
Hot zone
The hot zone is the natural circulation area to which customers spontaneously head. It is in this area that you will need to place your products with high margins or those with a lower purchase frequency. This area should be located to the right of your point of sale, since it is the direction most people instinctively head.
Cold zone
On the other hand, the cold area, often located at the back to the left of the store, is a less frequented area where traffic is lower. You can place products considered as safe values or unavoidable (those that appear in a "typical shopping cart"), because customers will naturally look for these items even in a less attractive area. In an effective cold zone hot zone store strategy, it is crucial to make this zone more attractive to limit its negative impact on sales.
Taking into account these key concepts of hot zone cold zone, do not forget to also add additional products at the level of the boxes to capture the customer’s attention and increase the average basket. Good management of hot zones, cold zones and your merchandising can thus positively influence purchasing behaviors in your store.
💡To remember:
The hot zone concentrates high-value or high-margin products, while the cold zone accommodates essentials. Making the cold zone more attractive improves overall traffic and balances sales. Good product distribution optimizes the customer journey and profitability.
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An atmosphere adapted to build customer loyalty
Creating a unique and warm atmosphere in your business is essential to establish an emotional connection with your customers. Beyond the simple act of buying, it is about offering a memorable experience that makes you want to come back, thanks to carefully thought-out merchandising.
Every element of the atmosphere must be thought out to create well-being and confidence, thus transforming a simple visit into a pleasant moment that differentiates your business from the competition and encourages loyalty.
The furnishings
It should reflect your personality and bring out the atmosphere you want to create. Adapt your furniture to your products. Choose furniture such as ladder shelves, tables and consoles, shelves to present your products in a harmonious way. Some display units will be practical to showcase your products. Concerning the finishing of the furniture, it is interesting to choose wooden furniture with the same species, so that your business is harmonious.
The location of the cash registers / counters
In our article on "How to choose the right counter in a store" we give you several tips to choose the right location, such as the strategic place at the entrance or exit of the store to be able to control what is going on, and to be visible.
The cashing area, strategically positioned in the hot zone of the store, represents a crucial point in the merchandising of your business. It represents the strategic place at the entrance or exit of your store, to be able to control what is happening, and above all, to be visible.
💡To remember:
A neat and coherent atmosphere builds customer loyalty and values products. The choice of furniture and the position of the counter must reflect the identity of the business while facilitating circulation. A pleasant atmosphere transforms every visit into a positive experience.
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