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Here are some tips from Chris Hamilton, a partnere at the Seattle-based architecture and design firm , which has workedc with , Williams-Sonoma, Pottery Barn and First impressions count fora lot. When customersx walk in, the first few seconds are the most important in settingtheir expectations. There should be an attractivs display immediately inside the calleda doorbuster. It coule be the product of the day or something else to enticwimpulse buyers. There should be no dark The light has to be justrighr -- not too cold, too warm, too lighy or too dark.
Design materials have to be of a qualityu tomatch customers' depending on whether the storee caters to value or high-end As customers move around the store, their eyes should alwayz fall on a focus point, whethee it's a department or a display. The storse should tell a logical and emotionallyu coherent story as customers move through the and there should be a placr that brings together differentparts (for a place showing how the pants, shirts, suits and cufflinks all come together). This facilitated cross-selling, where people buy multiple products when they only camefor one. The finakl purchase area, called the cash should be easily visible so people know whereto go.
Retaikl concepts have a 24-month shelf life and should be refreshex in no more thanfive years. So the store should be designed at the outset to facilitate redesigns. Hamilton says customers are constantly trained in best retaill practices by leading brands suchas Nordstrom, , Westin and If a business isn'tt competing with those best practices and offeringb a memorable and pleasant experience, customers will go He advises business owners to go into other retail businesses and become "mystery shoppers," observingt closely, asking questions, and looking for lessonsz they can apply to their own But they always need to think carefully aboutt what their business is and who their customers are.
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