Guidelines from scientific research

Retail is detail: translate your brand values into the smallest details to strengthen your story, from A to Z (even in the restrooms).

Product tastings can contribute to a pleasant shopping experience and positively affect sales.

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.

When entering a store, it is important that the customer feels welcome. You contribute to the approachability and accessibility of a store by, for instance, replacing a doorstep by a ramp, installing automatic doors, placing anti-slip flooring or creating a wide entrance.

Integrating elements of greenery, daylight as well as natural materials, such as timber in a space where the customer is stimulated a lot creates a stronger feeling of contentment and reduces stress. Additionally, elements of greenery can be used to clean the air.

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.

The fitting rooms in a store are an important part of the shopping experience. This is where the purchase decision is made. Lighting is one of the key aspects here. The right lighting is installed behind or next to the mirror, so it can light up the person’s face.

Upon entering a store, the customer needs time to acclimatise, this is: to adapt to the new situation (different light, measuring up the space, orientating oneself, etc.) Avoid placing important signs, products, or even shopping baskets in this area, as this information will often be lost.

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.