The rules of the game in a supersaturated market are simple: people only buy what attracts their attention. In fact, this means that success among buyers is achieved by brands that have managed to introduce the maximum number of factors to attract attention into the concept of their stores. The science of neuromarketing, founded by German sales specialist Arndt Triindl, helps them in this. This fall, Arndt spoke to Russian retailers at the Retail Business Russia forum and shared with them a number of recommendations on how to turn his store into one continuous focus of customer attention.
The practice of neuromarketing proves that store visitors often make a decision to buy directly at the store, in other words, at a point of sale (POS). That is why the point of sale should be a perfectly thought out “battle map” for the attention of the buyer. Arndt Tryndl developed the so-called POS trilogy, with which the store owner can determine which parts of the store are working poorly in terms of neuromarketing and how to fix it. The technique of working with POS trilogy consists of three stages. First, you need to analyze three key indicators of profitability - attendance, conversion and the average check (which makes up the success of each of these indicators, see figure). Then you should check the concept of your store against a list of security questions and, finally, develop an action plan and implement it.
During his speech at Retail Business Russia, Arndt Trainl gave 10 key recommendations for improving those three metrics: traffic, conversion, and average bill. What are these recommendations?
Rules for increasing attendance
The storefront should be bright, memorable and designed in line with the brand’s strategy. Great examples of this rule are usually the facades of freestanding Zara, H&M, or Abercrombie & Fitch stores in major European capitals. Passers-by are also impressed by the mirrored facade of the Tokyo Swarovski store, as if laid out of large crystals. Diesel once designed its Diesel Female store in London with a gold radio with pink buttons, and Adidas built a store in Amsterdam that looks indistinguishable from a taller shoebox. Even temporary measures can be effective: restoring its flagship in Paris, Louis Vuitton designed the repair screens in the form of giant branded suitcases, and the Gap in Vancouver, for the period of its “dizzying sales”, literally turned the front of the store upside down, attached mannequins under the ceiling and thought about the interior as follows: so that the buyer has the complete impression that the world has turned upside down.
Entrance to the store should be wide, well recognizable and inviting to enter. This is especially true of shops in shopping centers. The entrances to the entire width of the store, through which the depth of the trading floor is visible, work best. So in the trading room there are less cold zones, the entrance zone works better, and the buyer does not feel like a fish in the aquarium. You can arrange the entrance to the store so that the process of passing through the door is an adventure for the buyer - as is done in Imaginarium children's goods stores, where there are hotel gates for children.
Showcases should be decorated in a bright, emotional and in accordance with the key idea of the brand. This statement seems like a trite banality, but looking at most stores in Russia, it becomes obvious that few people really follow this rule.
The entrance area should be of interest, but not overload attention. Entrance zones work well in which a certain “history” is demonstrated on the island equipment - for example, a New Year’s collection with the corresponding supporting elements such as mannequins, festive attributes and accessories. At the same time, the depth of the store should be visible behind the entrance zone, so that the buyer’s attention would organically switch to other goods in the store.
Conversion Improvement Rules
Brand values must be translated through store design. For example, in Adidas or Nike stores there are always elements of competition: either decorative medals and pedestals in shop windows, or a miniature basketball court with a ring right in the trading floor, or sports equipment like balls and rackets available for purchase here. Ecco shops are decorated in light colors with trading equipment in a minimalist style, which corresponds to the Scandinavian philosophy, and Timberland shoe stores resemble a men's workshop: they have a lot of wood, rough designs and warm "lamp" lighting. Immersed in the atmosphere of the brand, the buyer unconsciously begins to regard the product as a way to join the values offered to him - of course, if he likes what he sees and feels.
Better less, but better. The less is more principle is one of the most significant in modern merchandising. The overloaded display quickly tires the buyer’s attention, prevents him from focusing on one product and negatively affects sales. It is known that about 5-7 models should be placed on one shelf, and the distance between them should be such that the model can be removed from the shelf, even without slightly hitting other half-parks. Group the product according to similar models, arrange it at an angle of 45 degrees on different shelves and break the monotony and symmetry in other ways.
For more information on how to correctly present quality shoes, see page 64 in the issue of Shoes Report No. 110
Communicate with the buyer and do it in his language. The best things are for those companies that position themselves as living structures in which people also work. No wonder marketing support for brands on social networks is so popular, where brand employees share their observations and everyday pleasures. In physical stores, you can communicate with the buyer using the trading equipment: mark individual products with funny and useful inscriptions, write small notes (“seller on the shelf”) to the groups of goods that you want to highlight, and teach sellers how to communicate with each customer mentally.
Rules for increasing the average check
Complete the presentation with a presentation of accessories. There is nothing easier and more effective than presenting a tone-on-tone belt on a shelf with men's shoes, or complementing evening stilettos with an elegant clutch. So you seem to relieve the buyer of the care of selecting the right accessories and definitely enhance the presentation of each of the proposed products.
Create a feeling of low price. A figured or red price tag, a huge font, a dense “one to one” layout, the presentation of shoes on boxes - these effects create a feeling of cheapness, even if the product has not been discounted. People irrationally react to a low price, so use this technique to draw attention to individual products, even if they are not outsiders of sales.
Keep track of the friendliness of the staff. All your efforts to turn the store into one continuous zone of attention will be in vain if the sellers are not distinguished by friendliness and friendliness. Make your employees love their work and glow with the joy of what they do.
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