You may not have realised it, but the way in which you set out your store can actually influence your customers’ buying behaviour. Obviously, product quality and good customer service are still the main factors involved when persuading customers to give you their money but simply optimising your store layout could make a big difference. Today, we’re going to talk you through some key tactics to help you convert more browsing customers into paying ones.
Bring Customers into a Buying Area
Print shops aren’t like most high-street stores. You can’t simply walk into a print shop, pick up something off the shelf and take it to the counter to pay. Every purchase from a print store is a custom order and therefore everyone who comes into your shop will need to speak to somebody at some point. Your store needs to have space to display the different product types that you can supply but the main action is going to happen at the counter so make sure that this area is spacious and inviting. Remember that you could be discussing options with your customers for quite a while so think about having your counter as more of a desk, with chairs to sit on and a computer that can turn so that you can show them how their end product will look.
You could even try to create a browsing area that’s separate from your buying area. By putting product information away from your desk/counter, you’ll keep waiting customers away from those who are ready to make an order. This allows you to give a fully personalised service to each customer without the distraction of having a queue build up behind them.
Placing your Products
As we’ve previously mentioned, print shops are a little different in that you’re not going to have aisles of products to walk through. That being said, there are still some guidelines you can follow for positioning your products within your store.
Firstly, place your staple products as far away from the door as you can. Just as a grocery store will put the essential foods towards the back, so should you put your business cards and flyers towards the back. The aim is to draw your customers through the store so that they have a chance to see everything else you have to offer too. Maybe they came in wanting some folded leaflets but then they caught a glimpse of your table talkers and realised their business could have a use for those too. Also, try to place complementary items close together to encourage cross-selling. For instance, don’t leave a massive gap between your compliment slips and your letterheads, keep all business stationery together instead.
Wherever you choose to place things, make sure you have clear signage to point customers in the right direction. You want to reduce customer frustration as much as possible because any bad experience could lead them to look elsewhere for their next print job.
Make Room for your Big Sellers
It can be hard to know how to balance the amount of attention given to any one product. As a general rule of thumb, it’s suggested that you allocate space according to how much an item earns you. So, if poster sales make up 15% of your profit, say, you should give roughly 15% of your floor space to poster displays. That being said, if you hide away your lesser-known products then they’ll forever remain your lesser-known products. Make sure you give them some attention by bringing them out onto a promotions display occasionally.
You should always be giving attention to your high-profit items however. Be sure you don’t cram loads of distracting products around your more expensive items, you’ll want to leave a little bit of space around them so that they have the spotlight. This applies within product categories as well as in your overall store layout. For example, within your business cards display, make sure that the most luxurious and quality business cards are placed at eye level and without much else around them. Then place the cheaper variations in its peripheries.
Create an Atmosphere
This is the part where you need to have a clear target audience in mind and a strong brand identity. Are you hoping to attract customers who are looking for a bargain? Or are your customers going to be wanting to splash the cash for something that’s quality assured? Either way, you need to ensure that your overall image matches what your customers will be expecting of you. Think about the differences between Waitrose and Aldi. Waitrose stores have a clean, tidy feel to them because it adds to that sense of luxury whereas that isn’t necessary for Aldi because customers go there for the cheap prices and the deals. What sort of vibe do you want your customers to get when they walk into your shop?
You can appeal to more than just the visual sense as well. The use of music and smell has been found to have significant effects on how people behave within shops. While different scents have been found to be more influential in stores aimed at a specific gender, you can at least still ensure that your shop doesn’t have a nasty smell so that customers aren’t in a hurry to get out. As for music, slow tempos can encourage your customers to slow down themselves and the longer a person stays in your store, the more likely it is that they’ll make an order from you.
Have Samples Available
Sampling products is possibly the single most effective way to convert a browser into a buyer. Letting customers pick something up and feel it for themselves can really increase their confidence in the item. So, don’t just have a load of pretty pictures of your products with information about them, let your customers have a flick through a booklet or have a hold of a business card. It’ll also help them get a grasp of the different stocks and lamination types. This can then help you when it comes to customers making an order as you may be more able to persuade them that better stock types are worth the extra cost. Take a look at our reseller tools to find out what unbranded sample products we can provide you with.
After reading this we hope that you now feel inspired to have a think about how you could optimise your store layout. You could also learn how to optimise your online store by signing up to receiving our Digital Marketing Guides.