Page 11 - Griffin Gazette Issue 1 - 2019

SIMPLIFIED SIGNAGE and displays. Transition flooring can Update your messages weekly to keep
Excessive and complex signage at offset high-value categories, drawing them fresh for recurring passersby.
multiple levels has proven to confuse the attention of the consumer with a Some potential topics include new plant
and frustrate shoppers. Take steps nonverbal cue that says, “Hey, this spot arrivals, promotions and store events.
to simplify your approach. Signage over here features something special.” GOING MOBILE
for categories or departments should Flooring can be an investment and
share a consistent format and hang at you’ll likely keep it for years, so choose Whether you planned for it or not,
the same height throughout your store, wisely. Some considerations include the online world has real-world
so consumers can easily scan, assess skid resistance, weight tolerance, implications for your store. It’s common
and plot their next steps. for consumers to do online research
durability and maintenance cost. before they shop in-store, to check out
INFLUENCING MOVEMENT IN-STORE VIDEO local retailers and/or investigate the
Humans are constantly moving in sync Ten years ago, in-store digital media products they’re interested in. Make
with their environments, often without was the hot new trend, but the sure your website is both current and
thinking about it. We gravitate naturally equipment and its programming mobile-friendly.
toward warmer temperatures when were cost-prohibitive for many Social media feedback, whether it’s
we’re chilly. We move toward food or independents. Since then, flat-screen well-deserved praise or misplaced
pleasant smells when we’re hungry. monitors have come down in both criticism, can be swift. Keep regular
We shy away from noisy areas when price and weight, so they’re easier to watch on your social media accounts
we need to concentrate. We’re drawn install. Do-it-yourself options to create and be sure to respond in a timely
to light and away from darkness.
graphics and video have also become fashion to incoming questions and
Make these natural instincts work for more common and user-friendly. concerns.
you. Changing your store environment Consider monitors anywhere foot Also consider offering a Wi-Fi hotspot
will influence customers’ movement. traffic can come to a standstill, such in your store. This feature has quickly
Try a fresh coat of paint in a bright as checkout areas. What a great time grown from rarity to accepted norm
color. Install soft (yet efficient) spot to communicate upcoming in-store among retailers, restaurants and
lighting in select areas. Take steps events and product specials! public venues of all sorts. It’s a
to dampen excess sound through relatively simple and inexpensive way
insulation and/or flooring. Consider Monitors can be used to drive to encourage your customers to linger.
ways to entice shoppers’ sense of penetration, too. The movement and
smell. Even subtle changes can make bright colors of video can be just the SIMPLIFIED PRODUCT
a big impact on how customers move ticket to catch a shopper’s eye from SELECTION
(or linger) through your store. a distance and draw them to the Brand recognition and loyalty can be
back of your store. Major retailers like driving forces for foot traffic. Many
UPDATED FLOORING Walmart, Target and Best Buy have
Flooring is often low on the list of relied on this tactic for years. retailers are aligning with one brand or
a select few, especially in the chemistry
capital improvement priorities, but here category. Manufacturers like Bonide,
are two good reasons to reconsider OUTDOOR E-SIGNS Espoma and Hoffman have unique and
what’s underfoot in your store. Electronic signage can lure shoppers
from outside, too. Street-side LED recognizable families of packaging.
Customer comfort is, of course, key signs turn heads in passing cars, Eliminate redundancy in your product
to any good in-store experience. especially when paired with colorful mix. For example, cut chemical
More than 85 percent of garden curbside plantings. Check with your products that feature the same active
center patrons are women, yet many municipality for any zoning restrictions ingredient and application method.
independents still feature asphalt, prior to installation. Doing so lessens confusion at the shelf
concrete or even crushed stone floors. for both customers and staff.
Boots should not be required wearing The key to success here is short,
to visit your store! easy-to-read messages and clear Reduce dead space between shelves
visibility. Position your electronic sign as much as possible, and try to display
Flooring can also influence where and in a spot that can be seen from the vendor brands vertically. Consumers
how patrons travel. For years, grocery curb ahead of your driveway apron. shop first by need, so categories or
stores, pharmacies, jewelry stores and Clear obstructions like low-hanging departments should be organized with
others have used flooring to direct branches as needed. that in mind.
traffic toward targeted categories

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