The first step to improve performance, is to find ways to improve the rate into the store, only into the store rate increased, we may be able to enhance the store's sales, so into the store rate tips is our first priority day-to-day work , But also the data we must pay attention to.
Affect the shop into the store rate of the store display position: the front door and LOGO overall design, window design, store entrance display method, the shelves of more than 180CM atmosphere display. Among the four store locations, the window designer's most important visual communication, so the window design should also be the focus of the brand display. Next, we learn how to display each location separately.
Door and LOGO
The door and the LOGO overall designer a brand logo, when the design is set down, the terminal is not free to change, the door and LOGO design, can help improve the terminal store into the store rate. The best effect is attractive, strong recognition, but also can use the lighting effects of key lighting to increase its eye catching, improve customer memory of the brand.
window design
Window is to showcase the brand image of the window, but also the main theme of the brand to promote the main channel of information and products. 70% of people's understanding of objective things rely on the visual, visual display of the window display, can maximize the consumer's visual arousal, to induce, guide consumers, generate interest and purchase purposes. Like some people say, "let the customer's eyes stay in the shop window more than 5 seconds, you get more than twice the trading opportunities than competing brands." According to the size of the retail store size, window structure, product characteristics, consumer demand and other factors to choose a specific window display. At present, one of the most important factors that affect the design of the window is the depth of the window. The depth of the current shop is up to 80CM. The depth of the window directly affects the creativity of the design, the creative visual communication and the visual sensory effect. Too shallow window can only be visualized in groups of linear left and right display, can not have the depth of expression; deep window props can be arranged in a triangular structure, a sense of space, the use of contrasting colors, It will have a strong visual impact. Therefore, the depth of the window at least 150CM, to be able to convey the window of creativity and theme well, which is the future window size specifications of shops, the inevitable process to go through.
Window is the shop's largest atmosphere display area, the visual communication of the window into the store rate and the impact of brand culture is the largest, usually combined with the overall visual effect of the window, the use of attractive techniques to design:
1, warm colors to use more to design, warm and cool than the strong temptation;
2, the use of more than two kinds of color comparison techniques;
3, when the window design approach is the same color or similar color, be sure to use light atmosphere to enhance its visual appeal to attract attention;
Why does it require a more impactful design when it comes to window design? From the law of line of sight flow: when a message has a strong stimulus, it is easy to perceive the vision, people's eyes will move there, become conscious attention! Sight line up to stimulate the maximum intensity, and then in accordance with the visual elements of each component of the stimulus, flow from strong to weak order! From the law of the flow of the line of sight, we can get a conclusion that people's attention is easy to focus on stimulating images of objects. Therefore, we must strengthen the overall atmosphere of the window design, to increase the window of concern, thereby enhancing the rate into the store.
Shop entrance design
For the design of the entrance to the store, it should be another step after the window to enhance the rate of entry into the store. We can easily ignore the importance of using the location of the entrance to the store to enhance the rate of entry, the display height of at least 4000px or so, and the height of the display and the location of the human eye is about the same height. When customers are in the process of traveling, they can easily navigate to the main push of the product displayed, and the use of attractive colors, decorative lighting design, is conducive to arouse the customer's attention to the goods, to find interest in goods, thereby enhancing into the store rate.
At the entrance of the display design in three ways: First, a special platform modeling or dangling decorative lighting design; Second, the flow table and the model of the triangular combination of structure; Third, the combination of model groups and the atmosphere elements. According to the average height of Chinese people, the display height at the entrance corresponds exactly to the golden point of view of the customer, usually at 4000px. As the farther away from the target, the higher the position of the eyes, so the entrance of the water station best show interval 160-7500px. And design ideas to showcase the main products, with customers interested in the products to enhance customer confidence into the store. Remember, it is best not to place the checkout counter and image wall. For these facilities can be placed in the "shop corner" area. Here need to grasp the point is: to enhance the display into the store rate, to be "at your own risk." The first step is to rely on the overall atmosphere of the window to attract customers to the entrance. The second step is to rely on the display design at the entrance to enable customers to find interesting products and enhance their visual focus. The third step is to increase the number of magnet points in the store and keep attracting customers Stay in the shop, thereby increasing the try-on rate ... ... so silent through the display of performance, with silent vision and guide customers.
We see in the terminal store the most flat display structure when the platform display, usually tiled in the stage, we think that customers can shop all the sales of goods all browse again, in fact, customers do not have the confidence to go Into the store before, can not set too much visual point to the customer. If the visual point is too much, the customer's line of sight will lose focus. According to the survey, customers have been through the shop, giving us the opportunity to only 3 seconds, if 3 seconds did not find any interesting goods, will soon leave. Therefore, in the display design, we should use the key areas of the display design, to seize the customer's attention. In the mannequin, is hanging, side hanging, stacking four display form, the easiest and most quickly attract the attention of the display mode is mannequin display, including the model dress color and mix. The model is also to improve the rate into the store, try rate, transaction rate and customer price played a central role.
Increase the try rate of the display method
Calculation formula: try rate = try on the number of / number of people into the shop
Customers into the store, it will certainly stay? Into the shop customers, is simple to go out or stay for a long time more? Have you carefully measured the store try rate is how much? Do not underestimate these details and numbers, because they are ultimately related to your turnover.
When trying on the only way to deal, this is reflected in the apparel brand even more apparent. To improve the turnover rate, we must increase the try-on rate; in order to improve the try-on rate, we must first increase the number of customers to stay after the store, followed by the IP display to be rich. The greater the number of customers left behind, the more chances to improve the try-on rate. The higher the try-out rate is, the more chances are available to increase the turnover rate so as to improve shop performance. Therefore, from the above analysis, when the customer into the shop, our key task is to try every means to retain customers.
In the law of visual flow, it is mentioned that: the flow of sight is repeated many times, and the longer it stays in the visual object, the more information it receives, the less time it stays and the less its information gets. In other words, when the customer stays in the shop extended time, the understanding of the product information will increase, the more the product information to understand, it will be more likely to find the product of interest, so try it out there will be greater probability! In our life, we all had experiences of shopping with friends. We are only an escort, but we often buy more than our friends. This is because when we try on our friends, we extend the time we spend in the shop, We discovered the item of interest and, like a friend, went into the fitting room.
To retain customers, what can really attract customers, impress customers? The answer is: goods. The customer walks into the shop and the goal is to find the right product for himself, so all we have to do is get the customer to find suitable, interesting, purchase-oriented items in less than three seconds.
Magnet, to help you keep customers for three seconds
How to make the customer discover the interest goods within three seconds? What kind of method is the most effective? We often see the phenomenon in the terminal: When customers walked into the shop, shopping malls immediately greet, chattering to promote and service, making the customer very nervous, thus accelerating the speed of the customer out of the store, at the opposite. We know that people's vision of information with a strong stimulus, it is easy to perceive, vision will be moved there, a conscious idea. This means that in just three seconds to attract customers, rather than its use of sound services, it is better to use the silent display!
To use the best display to display the main push products, and this approach is best for customer identification, and is the most eye-catching display form. There are four display types in the apparel goods display: mannequins, hanging, side hanging and stacking, and among the four display forms, the easiest to identify and the most acceptable display mode is mannequin display, so in Apparel industry, we will store the combination of mannequin display, as the store magnet display, but also the PP (the main push product) display of a form! The main manifestation is the model group portfolio display and series of goods in the store with the type of display, the main role is to increase the number of PP display, PP better display of goods and improve the try rate.
What is Magnetism Exhibition? Is to be able to attract customers' attention, improve customer attention and try rate of goods, to extend the customer's passenger flow, and guide customers to visit the entire store to increase the proportion of impulse buying customers. The significance of the magnet display lies in the right place in the store to attract the most customers to configure the appropriate goods and give the best display practices to maximize customer try rate, thereby increasing the purchase rate to promote sales. How to set the magnet? Magnet point display position Combination form Display techniques Imported at the entrance of the store 1, the combination of model and water table 2, the model group combination 1, the use of more eye-catching color 2, the display height of not less than 1500mm 3, pay attention to the combined display structure ; 4, highlighting the marketing activities, the full theme of promotional 5, the use of decorative lighting or focus on lighting to increase the brightness of the main channel along the main road to set the model group combination of more 1, using the main push of the adjacent region of goods 2, pay attention to the color combination of the model dress up to no more than three main colors 3, pay attention to the sense of the series of goods and collocation 4, the use of key lighting products display area appears in the same column or the same theme goods display area usually 1 or 2 models show the form 1, using the same column or the same theme of the main push products, according to the color to choose a sample of products; 2, pay attention to color and style with attention to the importance of accessories; 3, the use of key lighting. Shop corner 1, pillars 2, behind the window 3, the wall and the wall at the corner of the junction 4, rest to go next 5, checkout next to the 6, outside the fitting room 1, the model shows 2, is hanging display 3, models and props The combination of display 4, the wall approach 1, color matching; 2, pay attention to display structure; 3, technical requirements delicate; 4, select the adjacent series or theme of the goods
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