A great deal of retail design is dedicated to encouraging customers to browse beyond the original intentions that first drew them into the store. A well-known example of this is the somewhat misinterpreted concept of placing the milk at the back of the supermarket. Common belief might say that this to ensure customers pass through a large portion of displays and products before reaching one of the most frequently purchased items. While this is certainly a benefit to retailers and grocers, the position of refrigeration units is more likely to be their motivation, since they consume the least amount of space at the back of the store, often being built into the walls.
Despite this misconception, there are, and continue to be, methods that retailers employ and, while browsing is generally classified as a non-purchasing customer behaviour, numerous reasons as to why retailers might seek to gain better insight into the activity can be found, notwithstanding the potential of extra sales and chance advertising.
Such interest has become more closely scrutinised as the retail industry remains cautious of continued hardship as a result of the ongoing international health crisis. Browsing is not only sought to be encouraged but also to be safe and comfortable, a notable challenge as shoppers continue to be aware of their proximity to others and with the handling of shelved products. Many retailers will have already maximised their store’s floorspace in response to the COVID outbreak, ensuring that customers have room to browse and for directional information to be displayed along the floor and walkways.
Such spacious retail layouts will increase the likelihood of customers spending longer in stores, as well as browsing. There is, however, a caveat, which is that space much not compromise the atmospherics of a retail environment. An atmosphere is one of the most important facilitators of browsing, along with staff, brand, and merchandise. Notably, it is achieved through store design.
At Crown Display, we work with a number of clients developing their store designs to achieve their goals. Cultivating an atmosphere, one that promotes and complements their brand identity with high-quality shop fittings and retail furniture, continues to be the most important contributing factor. Regardless of the quality or abundance of merchandise, if items are not organised and displayed in a way that is conducive to customer navigation and comfort, as well as being appealing in aesthetic, customers will not only be deterred from browsing but also from shopping. So, while style might not be at the forefront of a retailers mind during ongoing restrictions, it remains as important as ever, helping customers to feel comfortable.
As modern high street retailers begin to also adapt their stores to Click and Collect culture, often choosing to display fewer items in-store, the greater capacity this endows gives them the opportunity to better redesign their shop shelving and displays, exchanging practicality and necessity for creativity and flourish.
To talk to us about your store design, discuss our catalogue shop fitting products, or to receive a quote regarding handmade retail furniture, please contact our team on 0800 587 5880.
