Before we return to the project, it would be helpful to revisit key terms in retail merchandising. A “power wall” showcases similar merchandise in an entire section. For example, an entire display of candles from a single company could form a power wall. By having a strong showing of a specifi c product line, customers’ attention is engaged not only due to the repetitive display of similar products but also because the store shows strength in a specifi c line of inventory. A “strike zone” is a main intersection in the layout and signals the start of a new home for a merchandise category.
Implementation For the store, the goal was to create a large racetrack with mini racetracks–essentially creating shops within shops. There are three distinctive product categories. The fi rst includes natural earth-toned products ranging from handmade clay pots to soaps and candles. The second category is comprised of casual fun furniture and home accessories and the last category includes higher-end accessories.
Traffi c Stoppers
The pictures below show the centre back of the store after redesign. This section
displays colorful items and draws customers in. What strategies do you use to attract customers?
These three categories—Casual Fun, Natural Earth and Classic Elegance—readily lend themselves to having a shop within a shop, their own mini vignettes. For the new layout, one category was chosen for each side and one for the middle. The new layout outlines the proposed power walls and
strike zones. Color O Living used strike zones to delineate not only the three main categories but also used these zones to further divide subcategories. For example, the right side of a strike zone may house kitchen accessories and the left may house a totally different subcategory such as stationery. As can be seen in the schematic above right, the new arrangement sets up a defi ned traffi c path, identifi ed strike zones and four power walls. Each section of the store is now a designated home for a specifi c category. For example, the orange circles mark locations for
Casual Fun products that range from kitchen accessories to stationery and furniture such as compact dining tables and chairs. The green area houses “Natural Earth” merchandise such as handmade clay pots and the blue section showcases the higher-priced mango wood products. There is a small section in the middle of the store, encircled in pink in the schematic. This section is called a “bridge” area and is used to spotlight one or two select products every week. The bridge features any product from any of the three categories. For example, mulberry papers from the Casual Fun category may be singled out as the featured product for the week. When comparing the before and after of the new layout,
it is apparent that well delineated categories and a clear traffi c pattern emerge. When the transformation was completed, the sales for the succeeding months surpassed the store’s holiday sales. Unit sales per transaction went up 140% and overall sales increased 61%. The bottom line take-home lesson is that having the
best products in the world might not be enough if your customers can’t access them in a relaxed and easy fashion. Paying attention to your store’s layout—and even mixing things up occasionally—will be sure to have you reap rich dividends.
Editor’s Note: This store redesign was implemented by Natalie Tan from Retail Excellence Consulting. Tan is also the author of this article.
A retail specialist passionate about store atmospherics, Natalie Tan loves working with retailers and speaks at gift shows and conventions. Visit her website at
retailexcellence.com or follow her blog at
natalietanretail.blogspot.com.
150 GIFT SHOP n Winter 2012
GiftShopMag.com
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