| Designing the layout of your shop and store well can | | | | and pick up things that they find mildly interesting to |
| greatly improve the sales of your item and could be | | | | learn more. Again it's a great time to try and |
| seen as the key to success as a store keeper. For | | | | encourage impulse buys then or at least to attract their |
| example this can mean organising the store so that | | | | attention to something. |
| customers have to walk through the displays to get to | | | | Using point of sale material is a great way to secure |
| the till or to get to the stairs if you're on a second floor | | | | extra sales then, but knowing how to use the |
| (putting the up and down escalators on opposite sides | | | | technique correctly is essential if you want it to be a |
| of the room is a neat trick), displaying discounts and | | | | success. First of all you must ensure that the items |
| promotional material by the door to lure people in and | | | | you display near the counter are either good deals, |
| organising things logically so that they can find their | | | | some kind of promotion, or cheap to start with. While it |
| way around. All these things can mean the difference | | | | may not seem important, the first reason for this is |
| between someone 'poking their head in' and leaving, or | | | | actually that it gives you an 'excuse' to display the |
| noticing something that catches their eye and making a | | | | products there, and without an excuse customers will |
| purchase (of course you also have to actually sell high | | | | view it as 'random' and pointless (the psychology of |
| quality products). | | | | the customer is very important to understand when |
| Another aspect of shop design that most stores use | | | | designing the shop). |
| to varying degrees is the point of sale display material. | | | | You also need to bare in mind that if the customer is |
| This refers to promotional material that is kept at the | | | | queuing for the till then in their mind they have finished |
| 'point of sale' that meaning the counter or till where the | | | | shopping and are happy with what they have. At this |
| customer will have to take any other items they wish | | | | point you're unlikely to sell them a plasma TV, but you |
| to buy. The reason this works so well is that they | | | | might be able to sell them some sweets or something |
| literally already have their money out, they might be | | | | on offer, which is why these products need to be |
| avoiding lots of small change and they can then make | | | | cheap enough to count as 'impulse' buys. Making sure |
| an 'impulse' buy if they see something here that they | | | | the actual display material itself is eye catching and |
| find at least partly appealing. | | | | well designed is also obviously critical, and purchasing |
| At the same time, making the material available from | | | | stands for magazines and DVDs that can display |
| where customers queue for the checkout can work | | | | more than one in an eye-catching way, or cardboard |
| very well as they'll get bored while waiting and use the | | | | cut outs to promote various new releases can do |
| opportunity to look around. This means they're more | | | | wonders for those items. |
| likely to notice displays that they wouldn't otherwise | | | | |