It started with a simple question we asked in a few LinkedIn Groups. The types of groups and their members were professionals in the Retail, Marketing and Sales industries. The question was:
When it comes to creating a high-converting store there's a lot to consider ensuring that the consumers experience is successful. Based on 334 answers from all over the globe, with more comments posting hourly, this simple question generated data and findings that may surprise or confirm what you already knew. We wanted to share this data with you as a resource to apply towards your store initiatives and planning.
We featured the top 7 areas captured from 253 people that gave 334 things they immediately notice upon walking into a store. Use this sampling to identify where emphasis should be placed to enhance your consumers experience and yield higher products sales.
#1 MERCHANDISE DISPLAY
87 people said Merchandise Displays are the first thing they noticed when walking into a store. This is great news since this is what is used to attract and entice the buying public.
They are predicated on basic principles designed to increase product purchases. So, if this is the #1 thing people notice and like then you should focus a large majority of your efforts to your displays. As Shopify explains: When walking into a typical retail store, you'll likely notice tidy, curated product displays that visually highlight their items for sale.
Those products aren't arranged that way by accident — the merchant is using visual merchandising best practices to help the products sell themselves.http://bit.ly/1U3XG6I
56 said the store’s Lighting is the first thing they noticed when walking into a store. Generally lighting is an afterthought, however being 2nd on this list, lighting proves to provide simple ambiance. This basic utility can also impact your sales and customer experience. Lighting can help guide customers through your store, and increase the average spend per customer.
In the right light, at the right time, everything is extraordinary.” — Aaron Rose, photographer
45 people said the store’s Ambiance is the first thing they noticed when walking into a store. The role that store atmosphere plays in its success is huge. Customers not only care about how a store looks and feels, it is a direct contributor to customer experience, which is the most important element of retail today. Maintaining a clean, orderly store by eliminating clutter around the cash register or on the floor and dusting are simple ways to keep up with your stores ambiance.
38 people the store’s Layout is the first thing they noticed when walking into a store. Store layout plays an important role in enhancing your brand by creating a memorable customer experience. Layout is used to influence a customer's behavior by designing the store's flow, merchandise placement and ambiance as well as the prevention of shoplifting and logistics. The easier it is for customers to locate and interact with merchandise, the more likely they are to purchase.
24 people said the store’s Cleanliness is the first thing they noticed when walking into a store. Cleanliness plays a more Important role than you might think in the purchasing decision. Customers notice most "merchandising" between their shoulders and knees, so it is important to make those areas a priority of cleanliness. If you have public restrooms, keep them sanitary and clean the windows and mirrors frequently to keep them free of dirt, sticky hand-prints and streaks. 80% of a customer's buying decision happens in a fitting room, keeping them clutter free and clean are a simple way to make the purchasing decision easy.
21 people said the store’s Smell is the first thing they noticed when walking into a store. Does your store "smell clean"?
Customers will assume of whether a store is clean based on what they smell. The combination of visual, tactile, and intangible elements in a physical retail space is so important because these factors can influence shopper. Human beings can remember about 10,000 distinct odors that can trigger important memories that can take us all the way back to our childhood. "Men don't like to stick around when it smells feminine, and women don't linger in a store if it smells masculine."
19 people said being Welcomed and having a Welcoming experience is the first thing they noticed when walking into a store. Feeling important and welcome are two of our most basic needs. Being genuine and sincere when you greet customers can either positively enhance the customer's experience or turn them off. Finding their way around your store or looking for an employee to answer questions can be intimidating. Good customer service and a warm welcome can convince a shopper to make a purchase, feel welcome, stay longer and return to shop again.
116 Responses: https://www.linkedin.com/groups/105450/105450-6368861747582955523
105 Responses: https://www.linkedin.com/groups/78629/78629-6368861881561595904
32 Responses: https://www.linkedin.com/groups/100358/100358-6368861407164846081