Joan Treistman

BrainTrust Query: Four Reminders About Effective Store Design

August 27, 2010

FROM RETAILWIRE:
Organization of a store is crucial to building sales because the merchandise can only do so much with clever packaging. What are some of your pet peeves around store design and merchandising? Are there any tips you would add to those given in this article?      [more...]

I couldn't agree more. If you don't have consumers' eyes, you can hire them by conducting research. Not every marketer has the intuitive insight that Bob has. However, even without those special eyes with discipline and focus on what makes sense to the shopper the strategy evolves.

Aesthetics don't always create a satisfying experience. When you can find the intersection of satisfaction and sales, the rest takes care of itself.

It's easy enough to follow a shopper and look at the facial responses and often the barely audible verbal reactions in front of a display. See how long it takes to make a purchase from one display versus another and again, try to understand the emotional connection with the experience.

Consumers prefer a path of least resistance in the store (as they do on a website). You want to be the retailer who fosters that sense of ease and satisfaction.