Within the retail industry, the festive season is seen as a fantastic opportunity. As the high street becomes illuminated with seasonal cheer, footfall and sales increase, with customers seeking out the purchases they need to make the holiday season extra special. Retailers are able to capitalise upon this, not only by growing profits but by reaching new customers too, making it an important period of annual focus.
There are, however, limits to this potential and both shoppers and retailers alike are undoubtedly familiar with the likelihood of stress that can occur during the festive times due to increased demand and customer traffic. Stores are designed and operated with a general capacity and custom in mind. If this is far exceeded, as often happens in December, then there can occur a negative impact upon sales, as well as other important retail factors, such as customer satisfaction.
Thankfully, there are ways in which a store can avoid such risk, with the most effective being through a considered shop design.
Navigation
Deterring stress among shoppers will increase their willingness to browse and the potential for sales. At a time when a greater number of customers will be frequenting your shop floor, especially those who are perhaps visiting for the first time, it is important to scrutinise your design’s ability to support navigation because the inability to orient oneself can be remarkably frustrating. In fact, alongside poor staff attitude and crown density, it is one of the most influential factors in prompting shoppers to leave a shop space.
So, this year, when putting care into your Christmas decorations and displays, be sure to also give the same attention to signage. Refining your store’s navigation system with improved directions, prints, and stand offs, can go a long way in supporting the comfort of your customers.
Density
As your store welcomes a greater number of customers, it will begin to feel more crowded. If shop furniture and shelving is not designed in such a way that can accommodate potential crowds, you will both find yourself preventing new customers’ entrance while lowering the quality of experience for those currently in store.
Before the festive period, it is valuable to reassess your shop’s floorplan and even choose new, potentially flexible, furniture and shelving. While some retailers may be inclined to fill the shop floor with abundance, such a decision can be detrimental. Instead, consider your displays and stock, prioritising customer space over store content.
Aesthetic
Your store design’s relationship with Christmas has a great influence upon customers and, when done effectively, it can be used as a way to promote your brand to both new and loyal customers. High-quality shop shelving products, as well as bespoke retail furniture designs, can be implemented into a shop space to create a festive atmosphere without the need for over-the-top lights and displays.
Seasonal necessities, such as greeting card units and display cases, should also exemplify your brand’s quality since, at this time of year, they will be under the spotlight. Be sure to consider their presence, location, and quality meets your store’s seasonal needs.
