Guidelines from scientific research

Lighting has an influence on the perception of the atmosphere of a store, the perception of price and image. A very specific atmosphere can be created with lighting that is also perceived as such by the customers. It is important to use light as a communication tool. In this way, the tension between warm accent lights and a more plain general lighting can yield a more expensive price perception.

A client-oriented approach is always beneficial. By personally addressing each customer who enters the store, you make him feel welcome. The staff should behave proactively without being intrusive. With real friendliness, helpfulness and product knowledge you make sure that a customer feels safe and has a positive shopping experience.

An important aspect in the use of promotional material is its combination with the presence of the associated products. Promotional material elsewhere in the store, without the right products in its direct vicinity, is lost. Responding to the needs of the customer by promoting seasonal products (umbrellas, raincoats, swimsuits, etc.) or highlighting products fit to a specific time of the day, positively affects buying behaviour.

Consumers need inspiration! Try to inspire by using mannequins and attractive images (physical, digital and online) and to present a full package, such as a complete outfit.

Impulse purchases are usually encouraged at checkout, yet it is often forgotten this can also be done by the fitting rooms. By showing customers accessories when they are trying on an outfit, the retailer can immediately fulfill his customers’ needs and more easily sell a full outfit.

When choosing technology, make sure that it is relevant (not technology just for the sake of it). Today, technology can play two roles: it can make the life of the customer easier (logistically), or it can help to improve his experience by allowing the retailer to communicate on a 1 to 1 basis (use of available data via loyalty cards, social media, etc. to personally approach the customer).

Even if you were to take the products out of the store, the design and experience should still convey who you are and what you sell. Make sure that your store really fits the product and that its design really communicates your brand values.