A good store layout is a powerful tool in retail, with several aspects to consider.
One area that can often use improvement is the sales counter. Doug Fleener, a retail consultant, offers this advice on improving this space in your store.
- Keep clutter to a minimum.Showing the customer 15 different impulse items usually results in few or no impulse sales. Thoughtfully select one or two key products that customers can pick up and fiddle with while they’re being rung up.
- Don’t over-sign the area.Think of each sign as a separate voice; if you get too many voices going at once the customer won’t hear a single thing. Combine all of your policy signs into one clear sign, visible to anyone standing in line.
- Maximize the space directly behind the counter.Too many retailers create a pretty display area behind the counter that serves little value, since most customers have shifted from buying mode to paying mode. Use the space to reassure customers about their purchase.
One way to do that is to use graphics of a happy customer or of customers enjoying their purchases. Whatever you want to do with the space, do it with the customer in mind.
- Keep it neat and well maintained.The main purpose of this area is to complete the customer’s purchase. It should not be a general workplace for the staff. Insist that it remain perfect during store hours.
Ban or at least minimize sticky notes. Get employees in the habit of putting customer returns away immediately after the transaction. Don’t let any space that customers see become messy with gift-wrapping scraps or store paperwork.
