Have you ever entered a store to pick up a few bananas but you ended up going through the ice cream aisle and suddenly a banana split seemed like exactly what you wanted? This is not a coincidence as retailers try to use space planning to sell more. Every time you see a product in the store and don’t buy it, the retailer is losing out on profit. This is why stores around the world plan their space to convince customers to buy more. But how exactly do they do it? Read on to find out.
The first space you enter when you step into a store is often designed to shape up your shopping experience. What retailers do is create a space that invites you to explore the store and spend your money. This part of the store is known as the “decompression zone” and is designed to look safe and secure. Most of the time, it provides a wide and open space with no clutter. Also, it doesn’t include marketing gimmicks you can find in other parts of the store. Some of them even roll out a red carpet to guide you into their store and make you feel special.
Nobody enjoys standing in a lengthy queue just to be able to buy something. This is something retailers are aware of which is why they often decide to hide their registers. They often place them in the back of the store. That way, you get to choose the products you want to buy even before you spot the queue. Not only this but most retailers also expect you to pick up a few more items while you’re queuing. At the end of the day, there’s a reason why most stores keep things such as chewing gums, lighters and matches right at the registers.
Carefully-placed and full shelves
Another thing retailers do to convince you to buy more is organize their shelves strategically. Usually, they identify the part of the store their customers find the most attractive and use it to place shelves with their most expensive products. Also, it’s known that the products placed at the eye-level tend to sell the best which is why they tend to arrange shelves strategically as well. Keeping shelves fully-stacked at all times is also important as it makes customers feel more confident about the store. Retailers often rely on automated warehouse systems to ensure the shelves in their store are never empty.
Take a look at any retail store and chances are you’ll see visual breaks also known as “speed bumps.” These are things such as signage and specials to give shoppers the opportunity to make impulse buys. Moreover, they often place the most popular items right in the middle of an aisle, making you walk past other items you might also want to get. Also, you’ll often see them place items shoppers find difficult to resist grabbing right next to most popular products. Another way retailers slow you down is by removing windows from their stores and disconnecting you from the outside world.
It’s no secret retailers often use colors to encourage consumers to buy their products. You’ve probably seen colors being used strategically in commercials and on social media, but retailers do it inside their stores as well. For example, if they want you to associate trust and reliability with a certain product, they’ll use blue in that specific aisle. Similarly, if their goal is for you to feel a sense of urgency to buy a product, they’ll use red. Also, you’ll never see the wall colors clash the items sold on the shelves.
Most people don’t recognize how much time and energy goes into planning every aspect of their shopping experience. Still, almost every retailer does this and they use their flow of space to ensure you’re comfortable with shopping in their store. The five examples given above are just some of the ways they encourage you to stay longer and buy more. You should be able to identify even more of these during holiday seasons when people tend to spend the most on shopping.