Modern Retail: Guide to Shopfitting September 2021

September 2021

modernretail.co.uk

GUIDE TO...

SHOPFITTING

NORTHBANKS REINVENTING RETAIL.

CONTENTS What is shopfitting?

06

Shop design to increase instore conversions

12

How often should you rotate displays?

16

5 common visual merchandising mistakes

20

Wyle Blue World case study

26

Bring products to life with mannequins

32

How to create focal points

36

4 types of retail store layout

40

What makes a captivating window display?

44

Contributors

Credits

Thanks

Managing Editor Rob Gamage - rob@modernretail.co.uk

Many thanks to all those who provided editorial content or images, helping us to compile what we hope is a useful and informative read! Please send any comments or suggestions to rob@modernretail.co.uk.

Content Editor Holly Worthington - holly@modernretail.co.uk Business Development Manager Emma Mjekiqi - emma@modernretail.co.uk

Holly Worthington

Modern Retail is published by Considered Digital Ltd (Registered Company Number 12684643), 24 Frankland Road, Croxley Green, Rickmansworth, WD3 3AU.

Holly brings a wealth of experience in both print and digital publishing. As Modern Retail’s Content Editor, Holly is passionate about helping independent retailers to thrive in today’s ever-changing market.

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What is shopfitting?

Shopfitting is the process of designing a retail space in a way that attracts and engages customers. Whatever type of products you sell, a welldesigned shopfitting strategy will create a positive instore experience

It’s about much more than just the look of a shop. Shopfitting should be designed with the customer in mind, making sure the overall experience represents your brand and attracts your target market.

Shopfitting should: •

and grow sales.

Combine a suitable layout with visual merchandising and relevant messaging

•

Make the instore experience memorable

•

Take customers on a journey

•

Make the retail space feel inviting and easy to navigate

•

Simplify the process of finding products

•

Create an inviting environment

Does shopfitting need to be expensive?

Contributor: Holly Worthington

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Not necessarily. It can be done in a way that utilises existing space and equipment, helping to keep customers engaged without having to spend

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extortionate amounts on a refit. This ebook will talk you through different types of shop layouts, top tips to tempt customers instore, successful shop design strategies and much more, helping you to impress customers on a budget.

Elements of successful shopfitting Successful shopfitting begins with planning before purchasing and installing necessary equipment and displays. The main elements of any shopfitting strategy are: 1. Layout There are many different types of shop layout, each with its own unique benefits and drawbacks.

Choosing the right layout for your products and target customers is key to making your retail space functional as well as attractive.

2. Lighting Your choice of lighting can accentuate certain areas of the store, highlight particular products and impact the overall atmosphere.

“Shopfitting should be designed with the customer in mind.”

1. Air conditioning Keeping your store at the perfect temperature can work to tempt customers instore and keep them comfortable while they shop. As well as maximising browsing time, making sure air conditioning is efficient can reduce energy consumption and save money.

2. Flooring The choice of flooring can play a large role in the aesthetic of any shop, so it must be designed to complement interior design and be suitable for the products being sold.

3. Displays, fixtures and shelving Customers’ attention is drawn to stand-out displays, with fixtures and shelving allowing retailers to get creative with presentation and make the most of available space.

4. Equipment This can include the likes of mannequins, helping you to present your products in a more attractive way to customers, whether it is in the shop window or instore.

Let’s get started Now you know the basics of shopfitting, keep reading to learn how to take your visual merchandising and instore presentation to the next level.

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Shop design to increase instore conversions

Shop design plays a vital role in converting those browsing into paying customers. This piece explains the role of a conversion rate in instore design and gives five ways that you can set your shop up for success.

How to calculate your conversion rate Your conversion rate is a fantastic way to understand how effective your instore experience is in encouraging purchases.

It can be used to identify issues, spot trends and highlight area for improvement.

To calculate your conversion rate, you need to divide the number of purchases by the number of people that enter your store. Remember, conversion rates are best used as a guide, as not everybody that enters will be a potential customer, for example, children that accompany adults instore.

Use this conversion rate as a guide to understand the effects of certain changes that you make to your layout and visual merchandising.

5 ways to set your store up for success Contributor: Holly Worthington

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This section will list some of the shopfitting ideas that you can implement, allowing you to test their impact on your instore conversions.

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1. Interactive layout Encouraging customers to interact with your products is a great way to incentivise a purchase. In fact, 35% of customers that try a sample will buy that product in the same shopping trip.

As well as leaving customers feeling that they have had a valuable instore experience, it helps to justify purchase decisions, taking the risk out of buying, by allowing customers to try before they buy.

Some of the most popular ways to do this include unboxing toys, offering tasters and samples, or even giving live demonstrations of whatever you sell. This can be done in separate interactive zones around the shop, or even around the entrance, to create more of an exciting atmosphere for passers-by. Make sure these interactive areas of your shop are clearly signposted, using displays and signage to draw attention to them.

In addition to increasing the likelihood of making a purchase, it makes customers more likely to return and recommend your store to others.

“We all love to read a review before committing to a purchase, so why not include these in your shopfitting?”

2. Include reviews in shop design We all love to read a review before committing to a purchase, so why not include these in your shopfitting?

Consider printing and displaying product reviews alongside items on shelves, or even using a screen to show a range of customer reviews and social media posts.

With around 95% of customers reading reviews before making a purchase, this simple step can streamline customers’ purchase journeys and incentivise impulse buys.

3. Minimise clutter By reducing the amount of items on display, you can create a feeling of value, as well as encouraging customers to make a purchase. The reason for this is that items can be perceived to be more valuable when they are not in mass and customers are more likely to feel the need to buy before it goes out of stock.

This can be done by displaying one of each product or size on the shop floor and displaying items in stand-out ways,

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rather than having hundreds of shirts on one rail, for example.

4. Create an area to welcome customers Having a dedicated member of staff welcome customers as they enter the store can leave a lasting impression.

Some retailers prefer to have a person waiting there to greet customers, however this can be off-putting for some.

Instead, it is possible to have an area near the entrance that can be continuously tidied by a member of staff, greeting customers as they come in, for a less intrusive method of opening communication.

5. Consider your decompression zone This is the entrance area, which is typically the first 5 to 15 feet from the front door. In this space, customers are most likely to be distracted, making it essential to keep it spacious and uncluttered. Often, customers will walk past the entrance area, meaning products in the decompression zone can be missed as customers’ attention is drawn further instore.

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Adapt your decompression zone based on customers’ behaviour, making sure it sets the scene for the rest of the instore experience and creates a welcoming feel.

Measure your success To understand the impact of changes that you make instore, compare your conversion rate before and after the changes were made, remembering to give enough time for the new additions to have an impact.

For most retailers, this will require a process of trial and error, introducing new ideas and taking time to understand what your customers respond best to, as well as which have a noticeable impact on sales. It is likely that this will differ throughout the year. As an example, customers may have varying expectations and preferences in summer, compared to when they are Christmas shopping.

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How often should you rotate displays?

Display rotation is key to keeping customers engaged, however for it to be successful, it must be implemented in the right ways and at the right times.

Before we get started, the first thing to note is that there should always be a reason, purpose or objective behind any display rotation. This helps to ensure that any changes are beneficial for customer experience and your business as a whole.

If you never rotate your displays, regular customers will lose interest and you may be seen as outdated, however making aimless changes that aren’t designed strategically can also damage business.

Holly Worthington

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Many experts recommend rotating stock in displays at least once every week, making sure stock is not running low and that the items on show capture customers’ attention.

2. Change space allocations

This article will look at how often you should update various aspects of your shop’s displays and the best ways to benefit from successful retail display rotation.

This should be done by re-evaluating the space requirements of each category at least twice a year, however this can be done more often to take promotions, seasons and specific events into account

Ways to rotate displays

Use sales data and trends to change your priorities, dedicating increased space to products that you know are in demand, for example, wrapping paper at Christmas.

1. Rotate stock

Contributor:

adding new products into a window display and changing the items that are promoted at the end of aisles.

The most straightforward way to update your store and keep customers engaged is by rotating stock. This can be as simple as changing clothing on mannequins,

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Make sure any changes to space allocation aren’t detrimental to the flow of traffic around your store and that the grouping still makes sense.

1.

While data can be used to guide decisions, it’s important that this is not done at the expense of customer experience.

2. Move groupings Moving your categories around instore is a time-consuming process, which can also confuse customers.

When done well, it should not need updating more than once a year at most, as you should find a grouping that works and make tweaks to it from there.

If you have found a way to improve customer experience and direct traffic more effectively through moving categories of products, it is worth doing this, however

grouping that is not logical can cause customer frustration, damage reputation and lose business.

Products can be grouped based on many factors, including price, sales performance, occasions, items that complement each other, attributes such as being eco-friendly and much more.

For grouping inspiration, look at the way that other stores organise their categories of products and ask customers about their preferences.

For example, if most stores have shoes and socks nearby, it makes sense to do the same, as it will help to create a stress-free experience for shoppers that know what they want to find instore.

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5 common visual merchandising mistakes

When visual merchandising is done well, it boosts footfall and creates a memorable experience for customers.

It has the ability to capture the attention of those outside the shop,

However, simple mistakes can damage the success of visual merchandising, breaking the link between footfall and sales. This article outlines five of the most common visual merchandising mistakes that retailers make.

tempt them in and attract them to purchase specific items.

1. Mis-matched visual merchandising One of the biggest mistakes is to fail to have continuity. The greatest example of this would be to create a beautiful beach-themed window display with signage promoting 10% off all summer clothing. However, when customers go instore, they are confronted with coats and cannot see the summer clothing that they came in for. You can quickly lose a customer’s attention by failing to create a strategic customer journey, ultimately resulting in lost sales.

Contributor: Holly Worthington

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Use signage, imagery, wayfinding technology and eye-catching displays to retain customers’ attention once they come instore. Make it easy for customers to find whatever they came instore for, creating

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consistency between the inside and outside of your shop.

2. Uninspiring window displays Your shop window should be designed to capture shoppers’ attention, meaning it must be relevant, bold and on-brand. Failing to make the most of this space can damage footfall significantly as it is the first impression that most people will get of your brand.

Look for inspiration online and in other shop windows and think of unique ways to display your products so that passers-by can see them.

3. Failure to update visual merchandising The goal in retail is to create returning customers, while attracting the attention of new ones too.

Chances are, if you keep your displays and offering the same for six months, returning customers will lose interest and those that

“Simple mistakes can damage the success of visual merchandising, breaking the link between footfall and sales.”

1.

have walked past your shop will not change their mind and suddenly decide to enter.

Update your visual merchandising at least once every three months, making sure your displays align with the season or time of year. Some retailers choose to change their displays more regularly than this, even if they make small changes, such as re-dressing mannequins or moving a display.

2. Inappropriate signage Signage that is difficult to read, or includes too many promotions can frustrate customers, look cluttered and appear unprofessional.

Make sure your signage uses a font that is easily legible, as well as being a suitable size to see at a range of distances. Prioritise the most important promotions, using these as opportunities to signpost significant areas of the store, as opposed to placing them everywhere. If you want to highlight a variety of promotions, consider regularly rotating the promotions on show.

3. Poor lighting Lighting should never be underestimated, as failing to invest in lighting can be the difference between becoming a must-visit attraction in a high street and being forgotten.

As well as using lighting to create your desired instore ambiance, consider using lighting to backlight larger displays, pinpoint specific products and draw people’s attention instore.

Spur Creative Workshop deliver unique customised visual merchandising solutions for retail brands. Boasting a wealth of experience in high quality prop making and sculpting carried out in our own production studio or on site we create unique display concepts for window staging, point of sale and brand awareness campaigns. We offer support and advice for all shop fitting companies, marketing companies and anybody dealing with retailers, as well as directly with retail brands. brand Call us for a consultation

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Case study: Wyle Blue World’s visual merchandising When it comes to retail design, winner

Showcasing products in style

Introduction of the BlueBAR

Wyle Blue world showcases the most beautiful, handmade products from around the world. They have tapped into all of the senses instore, decorating the interior with Moroccan lanterns, filling the air with exotic scents and playing the sounds of world music as shoppers browse.

Owner of Wyle Blue World, Belinda, wasn’t stopping at a stand-out instore design.

of the Good Retail Awards, Wyle Blue World, is a fantastic example of stand-out visual merchandising.

This article takes a look at the ways that they have created an immersive, experience-led journey for customers.

The atmosphere instore makes every visit memorable, as well as following a theme that differentiates Wyle Blue World from other shops.

Contributor: Holly Worthington

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Belinda explained how her choice of products facilitates captivating visual merchandising. She said: “I sell a mixture of things I have found on my travels.

When I buy, I choose things that I am naturally drawn to, which means they are of a similar style and they merchandise well. You have to have a vision and be able to market that.”

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Aiming to create an experience that would impress her customers, Belinda created an atmospheric Moroccan themed alfresco bar in the garden behind her shop – the blueBAR. Working relentlessly to turn this vision into a reality, the blueBAR matches the colour and style of the shop.

This area has become an extension of the shop, allowing customers to see products in use that can also be purchased. To do this, Belinda employed a chef to work with the pizza ovens being sold instore, as well as allowing customers to enjoy a menu of homemade pizzas, sharing platters and more, all served on walnut boards and in hand decorated bowls that can be bought in the shop.

Belinda spoke about the reception that the BlueBAR has received, saying: “I put a board outside that was very visual and nobody expected it to be there, as it’s a tiny shop from the front. You go up the spiral staircase into this beautiful garden and everybody has been blown away by it.”

businesses in creative sessions, getting different people together with street food and creating a lovely afternoon for people to drink wine and talk to each other.

As an example, I’m planning ‘Creative Thursdays’, where you can dye your own fabric to have it turned into a cushion, as well as chocolate making events.”

Thinking outside the box

Combining their stand-out offering with their carefully curated retail space and BlueBAR, Wyle Blue World has successfully created a beautiful, functional and interactive environment for shoppers to enjoy.

Wyle Blue World’s innovative approach to retail and merchandising has seen the growth of a one-of-a-kind instore experience, but there is still plenty more to look forward to. Belinda added: “I’m going for the full licence as I was running the BlueBAR on a temporary licence, which meant you could only have 22 people. I want to start involving local

“Combining their stand-out offering with their carefully curated retail space and BlueBAR, Wyle Blue World has successfully created a beautiful, functional and interactive environment for shoppers to enjoy.”

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Bring products to life with mannequins

Mannequins can bring products to life.

Particularly in fashion retail, they have become the ultimate way to capture shoppers’ attention and increase

In fact, they have become one of the most popular and versatile instore props, as well as a cost-effective method of visual merchandising.

sales. However, it’s not only in fashion retail that mannequins can capture customers’ imaginations.

Ways to use mannequins There are various ways to use mannequins, giving customers a threedimensional view of products, capturing attention and helping to upsell by creating a scene.

Some of the ways mannequins can be used include:

Storytelling

Contributor: Holly Worthington

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Mannequins can be used to set a scene.

They could be sitting on sun loungers in a beach scenario, or even standing in a group to advertise dresses, mimicking a party setting. Designing a scene with mannequins creates the opportunity to help customers imagine every product being used, as opposed to simply seeing them displayed on a shelf.

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Helping customers to visualise a product The most obvious example of this is using a mannequin to demonstrate the fit of a piece of clothing, which can convince a customer to make a purchase. It can also help them to see a product in action, creating a visual example that encourages them to buy.

Showcasing trends Mannequins attract customers’ attention, which can allow people to see the latest trends at a glance. This alone can be enough to tempt somebody instore, or encourage them to walk over to a specific display.

“Mannequins have become one of the most popular and versatile instore props, as well as a cost-effective method of visual merchandising.”

How to get the most out of mannequins

Different postures Think about purchasing mannequins that are able to demonstrate different positions. For example, some are designed so they can be sat down or standing up. Having the ability to reposition your mannequin means they can showcase movement and make displays appear more dynamic, depending on the products that they are promoting.

Correct measurements

Choice of mannequins

Make sure your mannequins are the correct size for the products that you want to display. Putting poorly-fitting clothes on a mannequin can have a negative impact on sales and give the impression that you do not pay attention to detail. Remember, for many customers, this will be the first impression of your brand that they get.

Your choice of mannequins will impact your ability to tell stories through your visual merchandising. Think about whether you want adult-sized or childsized mannequins, the quantity of them that you need, whether they need to be full mannequins, or only upper body mannequins. Taking time to consider these factors will make sure they are a long-term, cost-effective investment that will wow customers for years to come.

How to create focal points

A focal point is a specific area of a store or display that works as a centrepiece. Typically, they are located in key sightlines.

Many retailers worry that a focal point will detract attention from elsewhere, but instead, it will capture shoppers’ attention, leading their focus to other items in the display or store. Tacticallypositioned focal points can direct shopping traffic and influence buying behaviours.

Traditional focal points have a large impact and make shoppers’ eyes gravitate towards them. They can include furniture, props or fittings that allow the display to stand out. Often, these may reach above the level of merchandise, to capture customers’ attention from afar.

Promotions can also become focal points. Many retailers benefit from locating these at the back of the shop, as this will encourage shoppers to venture further instore.

Contributor: Holly Worthington

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What is a power wall?

The ‘power wall’ is a significant focal point to utilise. This is the wall to the right when you walk into the store. With most shoppers heading to the right side of the store when they enter, this location is the perfect opportunity to captivate customers with impressive displays and merchandise.

As this is the first place that most customers look, you should use this area to convey your brand’s key products, purpose, or promotions. Uses of this area can vary, with retailers using the power wall to showcase their most on-trend items, highlighting seasonal displays, or conveying their brand’s story and kickstarting a more meaningful instore experience. Whatever the objective of your power wall, it must be visually appealing.

Top focal point tips: •

Keep it neat, organised and focused

•

Communicate a theme, purpose or story within your visual display

•

Utilise multi-level displays

•

Use the focal point to draw customers over to the display

•

Feature related products nearby for easy browsing and impulse buys

•

Consider props such as mannequins

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“Tactically-positioned focal points can direct shopping traffic and influence buying behaviours.”

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4 types of retail store layout

It’s essential to design a store layout that works for you. The goal is to take customers on a journey, using specific techniques to encourage purchasing behaviour.

A well-known retail statistic tells us that the majority of people turn right when they enter a shop, which should influence your layout if it’s practical. It’s also important to have a ‘decompression zone’; a spacious area of between five and 15 feet when you enter the shop that allows shoppers to look around and take note of what they can see. It’s best to avoid placing key products in the decompression zone, as they may be overlooked. This kind of information should be taken into consideration, as well as the space that you have available, to choose the perfect layout for your business.

Types of store layout

1. Grid

Contributor: Holly Worthington

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This layout is typically utilised in grocery, convenience and pharmaceutical retail, seeing long aisles that allow customers to travel up and down as they browse, as well as displays on the walls.

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Benefits • Maximises product display space, making it ideal for retailers looking to promote as many items as possible in an organised way • Prevents empty space looking bare • Easy to find furniture and fittings to fit this layout • Predictable for shoppers to find their way around • Easy to know where to position promotions for maximum visibility (e.g. end of aisles) Disadvantages • Can be frustrating if customers do not understand product groupings • Aisles can feel cramped • A lack of visual breaks can cause a feeling of being overwhelmed • Less experiential retail journey

2. Herringbone The herringbone store layout is ideal for narrow retail spaces, seeing units showcase products on the left and right.

“When choosing the right store layout, you should consider your customers’ preferences, take inspiration from spaces that you love and think about ways to utilise available space.”

3. Free-flow

1. Benefits • Predictable and creates a simple shopping experience • Helps to present plenty of products in limited space Disadvantages • Can feel crowded instore • Not always possible to see many products without venturing down individual aisles • Lack of sight lines and visibility can make it challenging to spot shoplifters, however CCTV can reduce this risk

2. Loop The loop or racetrack store layout is predictable, taking customers on a journey from the moment they enter, past all products and through to the tills at the end. One of the most recognisable uses of this layout is IKEA. Their stores guide you through various settings, in an experience designed to spark creativity and prompt impulse buys.

Benefits • Shows shoppers as much merchandise as possible • Easier to ensure promotions are likely to be seen • Works to create a memorable experience • Encourages browsing and impulse purchases

In this store layout, exploring, wandering and browsing is encouraged. It can be the most creative layout, enabling retailers to adapt it as they see fit. Typically, it is used to showcase high-end products or lower quantities of merchandise.

Benefits • Ideal for smaller retail spaces • Works with a wide range of furniture and fittings • Enables you to create space between products • Encourages impulse buying • Creates an experiential style of retail and spacious feel Disadvantages • Having no clear direction of travel can cause confusion • Not suitable for those looking to showcase large quantities of products • Merchandising best practice can easily be forgotten and negatively impact experience Remember, when choosing the right store layout, you should consider your customers’ preferences, take inspiration from spaces that you love and think about ways to utilise available space.

Disadvantages • Less suitable for those that are short of time or looking for specific items • Can be daunting or overwhelming, preventing people from entering

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What makes a captivating window display?

Window displays have the power to turn anyone who passes by into a customer. They heavily influence every shopper’s first impression and

Your shop window should provide a snapshot of your business. It should communicate the products you sell, as well as portraying the general style and instore atmosphere.

suited to everyone. Types of window displays include:

•

therefore are a valuable method of

This style enables shoppers to see into the shop behind the window display, as there is no backing board.

It gives passers by a sneak peek into the store.

growing footfall and making sales.

Set the scene for what customers can expect instore, showcasing products in creative ways. This can include turning window displays into entire scenes using props, or designing a theme that will capture people’s attention.

•

Contributor: Holly Worthington

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Raised brand awareness

•

Promotional opportunities

•

Creates a positive first impression

•

Can be themed

Types of window displays Whether you have minimal window space or a generous glass-fronted wall, there is a type of window display best

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Closed A closed window display uses a back board, which blocks the view into the store. This can create a sense of mystery that prompts people to enter, however it can also block out natural light.

Benefits of effective window displays •

Open-backed

•

Semi–closed This window display uses a backing board that runs behind some of the display, without obscuring the entire view into the shop.

“Whether you have minimal window space or a generous glass-fronted wall, there is a type of window display best suited to everyone.”

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•

Island display An island display is located within the shop but can be seen from the window, as well as from a range of angles inside. Lighting is used to highlight products.

•

Arcade–style This is only possible when the architecture of the shop allows it.

For this, windows must protrude beyond the door, offering limited display space that stands out in the street.

Top window display tips Here are some of the best ways to create a captivating window display:

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•

Don’t make your shop window overcrowded

•

Consider purchasing props that can be reused for multiple displays

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Use signage to convey messaging

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Get creative and tell your brand story by creating scenes

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Place key items at eye level

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Keep it on-brand

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