Shops: 5 ways to make people want to come in
A shop is won or lost in a few seconds, on the pavement. Here are the five things I look at first when I study a retail space.
1. A window that tells one story
A window is not storage: it should say at a glance what you sell and to whom. One hero product, one display, dedicated lighting. Change it at least every season to stay visible to regular passers-by.
2. A clear entrance
The first metres of a shop are a transition zone where customers slow down and adjust to the light. Keep displays and the till out of it: give people time to come in.
3. A focal point
Facing the entrance, or slightly to the right, place a strong display: a presentation table, a suspended piece, a graphic wall. It sets the tone and draws people further in.
4. A loop layout
Spread points of interest all the way to the back and draw a natural route that leads back to the till. The more customers move around, the more they discover.
5. Light for the products
General lighting is not enough: add adjustable accent lighting on products. A warm colour temperature and good colour rendering make all the difference.