Although today much of the business has shifted to digital channels and thus online, traditional physical shops continue to perform well in terms of sales volumes. As a matter of fact, according to data from Trading Economics, UK retail sales increased by 0.5%Â in January 2023: this trend, which shows a recovery from the previous year, was largely driven by promotions, according to retailers. Customer traffic in physical retail stores is up by almost 35 per cent in March 2022 in comparison with January 2021. This is an important figure if, in addition to creating an effective and successful online presence, you also want to increase the profitability of your physical stores.
Promotions and online marketing strategies are a valuable tool to drive sales, but there are also many other ways to take your business to the next level.
Catch the customer’s attention
If you own a brick-and-mortar store, it is crucial to attract the attention of passers-by and thus attract potential customers. There are several ways of achieving this, depending on your needs and the type of business you run.
An eye-catching shop window and an original sign are certainly valid options, but the use of LED displays may be a killer choice for capturing attention, engaging customers, and arousing emotions. These versatile media are suitable for indoor and outdoor use, including facades and architecture. Their shape and size are fully customizable and remote control is possible. This makes it possible to create lively and dynamic shop windows and real moving scenes, but also to display videos and images. If you think these media are expensive, just take a look at the LED display price Macropix or choose a rental solution, perfect for events and temporary shops.
Creating a cosy and welcoming environment
It may seem like a small detail, but creating a relaxing and welcoming environment in which customers can feel at ease is important, not only to leave a good memory in their minds but also to achieve better sales results.
This means paying attention to aspects such as lighting, the music played in the store, the décor and even the perfume. For example, background music could be relaxing and compelling, so that customers can slow down, take a step away from their daily routine and have more time, and money too, to spend in the store.
It is no coincidence that there is even a branch of advertising called “scent marketing”, which focuses on choosing the right fragrance. This strategy would lead to an 11% increase in shop sales and a 20% increase in customer satisfaction scores, according to Shopify.
Optimize the shop layout
This is especially true for brand-new stores, but also for those that have been in business for years. It is important to pay attention to how customers move around once they have entered the store. By analysing the paths, it is possible to improve the positioning of products to make them more accessible and visible, while it can also be useful to promote certain references.
Asking customers for feedback, either personally or through surveys, can also help to identify the strengths and weaknesses of the current layout and how to improve its organization. Remember that a shop environment must be functional, but also pleasant and able to make customers feel comfortable.
Don’t forget to organize the counter area. In fact, it is here that impulse purchases are made, which allows increased revenue. In addition to choosing the right layout for that area, it is also necessary to identify the articles to be presented here, which must be attractive and not high-priced, so that they can be purchased easily.
Again, technology can lend a hand here: for example, choosing digital signage, motion displays or augmented reality (AR) to capture the customer’s attention.
Organizing in-store events
Once the shop layout is well organized, events can be held to increase visibility and attract passers-by. As well as providing an extra reason to visit, these can be used to help sell.
In-store events are also a great way to build awareness, especially if you have recently opened a store in the area, and you can do things like give away free samples of your products.
To expand their target audience, many shops-owners decide to collaborate with other businesses for their in-store event.
