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GETTING CUSTOMERS TO SEE, TOUCH, TRY, AND BUY

Retailing means selling in the right atmosphere - one that encourages customers to feel, smell, taste, hear and most of all, see what they can achieve with use of the products being sold. Encouraging customers to touch the merchandise brings the product closer to them and sitr their imagination over how the item can fit into their lives. This is a crucial first step to sales.

How can independent retailers create this visual and sensual atmosphere with a tight budget? Let's set the stage starting with visuals, after all, visuals comprise 80% of atmospherics. There are numerous ways to influence movement in the store but one of the most inexpensive and effective methods is to use colour. In the case of Flash Living Design and Color O Living in the new Aberdeen Centre, simple addition of florals resulted in a noticeable increase of customers in each area. This strategy not only increased capture but also ensured full penetration of the store.

Figure 1: Before the floral arrangement was placed, few customers ventured to this setting.

BEFORE (below left): This display needed a focal element to draw customers into the area.
AFTER (below right): This inexpensive bamboo and floral isplay created an effective focal point that drew customers into this section.

A touch of colour can also be used to create merchandising techniques that ensured customer attention is captured. The photo below shows the use of interrupted pattern wherein the bright flower "interrupted" the flow of green thereby resulting in customers being drawn to the unit.

The next step after drawing customers into an area is to entice them to handle and experience the merchandise. For example, the previous set-up for the soaps and scented candles (shown below left) is fiarly horizontal with only one higher level for visuals. Taking into account the visuals needed to be closer to eye level and merchandise be displayed within easy arms reach, this original set up left much to be desired. With the new setting (below right), not only can customers easily reach the merchandise but it also encourages them to touch and smell the products. Adding several levels to the unit also resulted in a much more interesting and appealling display.