Tips for
g n i z i m i x Ma Profits
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With Your Retail Space
by Misty Wilfing, marketing director, Gabriel Logan
hen trying to grow their businesses, many retailers often overlook the importance of optimizing the space for customers. Spending a little time to revamp a store’s layout can result in a big profit increase. Follow these simple tips to make sure you’re getting the most out of your space:
1. Make An Entrance
The space directly inside your store’s doors is referred to as the “decompression zone.” Keep this space open so customers can get a feel for the store without feeling bombarded by products. Placing a well-organized display 10 to 15 feet toward the back of the space will show customers the quality and type of toys they can expect throughout your store. High-quality nesting tables are perfect for a welcoming entranceway. While the displays are set back from the windows, impressive toys will still grab children and adults’ attention. Premium, new, hard-to-find, or unique offerings from your stock will have the biggest impact on consumers when they are seen right away.
2. Guide the Customer’s ExperIence
Consider the path that you want customers to take through your store. Focus on designing a route that takes visitors past all of your toys that will maximize sales. Rows of aisles, like those found in grocery stores, provide consumers with a clear, organized path
FEBRUARY 2015
Norman & Jules, located in the Park Slope section of Brooklyn.
through the store. If you are working with a circular space, keep in mind that more people turn right upon entering a room. Also, make sure you are placing toys at the correct height for their targeted audience. Toys for younger kids should be placed low on shelves so they are more likely to grab their attention at eye level. In order to create an efficient store layout, owners should consider freestanding fixtures and tables. These versatile pieces of furniture keep inventory organized and offer flexibility for changing traffic patterns and featured toys.
3. Check Your Checkout
Managers often overlook the most important part of the store: the space where customers pay. To encourage shoppers who are on the fence about making a purchase, checkout counters should be clear of obstruction and easily accessible. In addition, the checkout area is a great spot to put small, inexpensive impulse buys. While frequently purchased toys also work well on the counter, smaller items that may not receive the attention they deserve elsewhere in the store standout most here. Batteries, cards, and wrapping paper are other great options to keep near the checkout aisle. The counters at the register should be large enough to lay down everything customers want to purchase. A cluttered, unprofessional checkout counter can turn purchasers into browsers or create a bad lasting impression as they leave your store. In order to maximize profitability you must create the best possible atmosphere for your customers. ● Misty Wilfing is the marketing director for Gabriel Logan, which has been designing, building, and installing custom fixtures since 2002. Located in Logan, Ohio, the company has worked with companies nationwide to deliver durable, high-quality products. For more information, visit www.gabriellogan.com.
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SPECIALTY TOYS & GIFTS