As a part of understanding layouts of retail stores, I was tasked to see how strategical placement of products in stores can help boost ones sales. I and a friend of mine had visited a Michael Kors outlet just because their visual display was attractive. Everything was shiny, the glass windows are fingerprint free, and the latest collection of handbags were on display. Right at the store’s entrance were three simply styled mannequines that were placed in a “pyramid” position. Using this method of placing products or mannequins in an asymmetrical manner, passersby will likely get enticed to go inside and be drawn at the mannequines, look at them from top to bottom, and then decide which way to go, either to the left or right side of the store. Studies have shown that people tend to look at the displays first on their left side and then right as they enter a store, which, the same behavior applies to me every time I go shopping.
Off we went to the right side of the store and the first thing we saw are a display of handbags and purses which have a 25% off sign on them. The sale items were placed in the middle and they were surrounded by handbags that were also on sale mixed with earlier seasons’ designs that are regular priced.
The store’s layout was done in a way that will make a customer walk around in a U pattern. Just beside the sale items were a display of accessories such as watches, necklaces, earrings etc. And to the left hand side were the cash registers. When I saw the cash registers, it felt like I didn’t need to go around the store and check on other items. It felt as if the cash registers were urging us to purchase any of the sale items or accessories that were on display.
I’d say the store’s layout was effective enough to entice our wandering eyes to go inside and check on the products being sold. A strong proof of that would be my friend’s impulsive purchase of a dark blue tote with matching purse, suggesting that the price was hugely discounted. I had let my friend purchase the tote since she felt excited and happy to have it. Whatever rocks her boat, then I’m on it!
From this assignment I have found out that when opening a store, the layout, plan-o-gram, and visual aesthetics should not be compromised as they hugely affect a customers buying decision. These tap on their behaviours to impulsively buy or touch their need which will lead to a purchase of a product. The more store owners understand consumer behavior, the better the sales will be.
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