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House is paramount, this forms the foundation of your emerging brand and how your potential clients are going to perceive you and buy into your products/services. Therefore, the moment your customer STEPS into your shop take them on a journey, create a clear flowing pathway from the entrance through the space and guide them using signage or bold displays highlighting products/services your customer is looking for.


THE FIRST STEP is to understand why your customer shops in your store or buys into your product/ service and the categories they tend to focus on.


THE SECOND STEP is to identify your customer/client ‘Decision Tree’, how they shop into any category, for example, when shopping for handmade gifts is standard/quality or price the main driver, at what stage do they consider factors such as design and colour.


25 | ukhandmade | Winter 2011


THE THIRD STEP is to segment your product range accordingly, for example, if your customer buys gifts primarily lead by trends, ensure merchandise is displayed first and foremost by on-trend product. For maximum impact create a power wall of related items with the full range of products, speeding up your customer’s decision making process; colour, price and any other factors can follow.


About Zoë Hannam: ‘Visual identity or silent selling is the most underused form of retail advertising within the Independent Retail Sector’


Working with a blend of art and science, together with her experience in retail, Zoë Hannam advises and mentors shop owners, artisans and craftspeople on how to maximise the visual appeal of products in order to promote sales. On trend and always tempered with commercial thinking, she believes that regeneration can be sustained


through entrepeneurship within the independent retail sector.


Connecting suppliers with outlets zoë-H offers small retailers a solution on how to maximise the return of the square footage of their retail premises, using a unique technique for merchandising to create clean retail spaces in order to enhance sales and increase profit margins.


Website : www.zoe-H.com


Images courtesy of Kellie Spicknell Photography www.kelliespicknell.co.uk


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