Clothing Store Design Skills: Turning Shops Into Hunting Grounds

Store management focuses on details. Changes in detail often have an intangible impact on business performance.

Some people may ask, what is a store that allows customers to get in and out? What is a favorite of customers? shop For these problems, we can find many specific answers if we regard the general shops as hunting grounds.

Easy access

When a Hunter steps into a new hunting ground, he becomes a little nervous and nervous. Similarly, when guests enter a shop that has never been before, the same changes will take place in psychology.

Many people will look at them while shopping. shop If you have something you like, make sure that it is convenient for you to get in or out. It's like measuring the safety of the hunting site. We will consider whether the prey is easy to access and easy to get, and whether it can escape the scene very quickly in case of occurrence. From the above point of view, a shop with an open entrance and exit must be better than a closed entry and exit shop; a wider entrance must be better than a narrow entry and exit. This is a very simple and easy to understand reason. However, many shops do not pay attention to this problem, but only emphasize the response after guests arrive.

With the increasingly fierce competition in the market, store management is also in line with our assumption. Today, if we only treat regular customers as business strategies, we will never be able to stand out from the same industry. At the same time, customers will also change the shopping and consumption places according to the good evil of the shops, and then pursue a shop with better hunting conditions and more convenient access.

We often see some strange shops that do not actively strive to attract potential customers. Instead, they are holding the attitude of "once we enter the store and never let him escape easily", and design very narrow entrances or exits. Clerk Stand at the entrance and stare at the customers. Similar to those which do not conform to the modern mode of operation, most of their businesses show a marked decline.

Rich display

A good hunting spot must have plenty of prey. The hunter will love this hunting ground. Even if living in a modern society, if there is a chance to see a fruit orchards, or to fish in various fishing grounds, it will arouse a kind of inexplicable excitement and excitement.

In view of this, a rich display shop will inevitably attract many guests to the door. The wealth of goods is represented by rich prey. Therefore, it takes more time to find a favorite game. This is understandable by both the shop assistants and the guests. Customers can simply stay in the shop for more time and choose products calmly. In other words, in a commodity rich shop, you don't need to decide immediately to buy goods. You can visit them slowly, and the clerks don't have to come to inquire and disturb you right away. This tacit agreement exists between the shop assistants and the guests, so the guests do not have to bear some unpleasant potential pressure from the shop assistants.

At the same time, a commodity is abundant. Large shop Each shop assistant has a relatively large scope to take care of, and customers are free to wander around unrestrained. Therefore, small shops are often very difficult to survive near large shops.

However, many shops are now refusing to take care of themselves. In the past, when large quantities of merchandise were sold, every store was filled with goods. With the intensification of competition, the question of whether the furnishings should be matched with the size of the business circle and the level of consumers came one after another; the slew rate of many commodities became worse, and after a large number of inventory problems, business became more laborious. At that time, there were a lot of people who decided to change the shop and reduce the quantity of goods to alleviate the backlog of stock.

But this suddenly modified shop, even though the shop carefully selected some exquisite merchandise displays, has fewer and fewer customers, although the modified shops are very fashionable, but the guests are obviously less than before. This is because in a small number of shops, the reasons for customers to walk slowly and slowly choose relatively disappear. Since guests could not avoid the eyes of the shop assistants and find their favorite products with ease, they were far away from them. So even if inventory management is done well, it is in vain.

Bustling

If we observe a row of parallel shops, it can be found immediately: a crowded shop will attract other guests to enter one after another; a shop without customers will affect other guests' intention to enter.

When a person does not want to buy a specific item, he prefers to stroll around and look at shops. If he sees no customers in the shop, he will be hesitant. On the contrary, when he saw a noisy family shop, he would go for a ride. Because a busy shop is sending out the message that there must be something good, so it is easy to arouse customers' curiosity. Moreover, a shop without guests will soon greet customers when customers come to the door, which will cause customers' antipathy.

In short, no matter how attractive products are displayed, if there are no other customers in the shop, it will always feel uncomfortable to visit and purchase. On the contrary, it will be more selective in noisy crowd. The more crowded and crowded, the greater the crowd will gather. A large group of people will attract another large group of people to come. This is also a curious and inevitable phenomenon. Therefore, whether the structure of the shop itself helps to produce this phenomenon is to pay attention when designing and planning shops.

Do not disturb, do not disturb.

Customers' likes and dislikes for a shop, the attitude and response of the shop assistants is one of the key points. Many people will not come again because of the poor attitude of the shop assistants. Although many shops have repeatedly worked hard to strengthen the vocational education and training of shop assistants, from the perspective of bowing to all kinds of cordial greetings, etc., there are various courses.

The skill of receiving customers is directly related to the talent qualification of each salesperson himself, and not everyone can turn into a super shop assistant after receiving some training courses. As a matter of fact, shop assistants who are still unable to meet the required standard after training are in the majority. Generally speaking, the general customers do not like the shop assistants to do too much courteous reception at any time. Therefore, most of the people who enter such a shop often feel sick and leave early.

For customers who have not yet decided what to buy, or simply want to visit, it is taboo for a shop assistant to greet and approach too early, because people are most afraid of being disturbed when hunting for prey at hunting grounds. The general self-service shop is popular because people can browse and enjoy the tour without being asked by the shop assistants.

One commodity Shop interior design

The direct criterion to measure store design is to look at it. Merchandise sales Therefore, making customers the most convenient, intuitive and clear way to "contact" goods is the primary goal. When receiving a store interior design task, we first need to analyze the form and nature of the merchandise sold by the store, with the purpose of making use of various human design elements to highlight the shape and personality of the merchandise, but not to win the competition. The analysis of commodities can start from the following points.

First, the size and type of commodities: how large the size of similar products varies, for example, there are both huge piano and delicate harmonica in the musical shop, and the goods in bookstores and optician stores are basically the same. This kind of amplitude of variation causes different sense of space, and the products with large change range are rich in display, but it is also easy to cause confusion. When designing, we should emphasize order and reduce artificial decoration elements. Goods with a small change range are arranged in neat order, but easy to fall into monotony. When designing, they should pay attention to changes and increase decorative elements. {page_break}

Second, the shape of the commodity: the shape of the same commodity changes much, the space feels lively, but it is also easy to mess up, such as a toy shop. If there is little difference in the image of the merchandise sold, attention should be paid to changes in the design space, otherwise it will make people feel dull. For example, shoes do not change much with each other, but our common shoe shops are arranged in different categories, which is hard to arouse people's interest. Conversely, some foreign shoe stores often make full use of the changes in space and display devices to create a lively atmosphere. In addition, the shape of commodities is also changeable. For example, clothing stores use models to create colorful images. Models are often the main elements of a fashion store.

Third, the color and texture of products: the color of antiques and household appliances is grey, and the colors of plastic products and toys are colourful. This requires interior design tones to play a role as a foil, and to highlight the color of commodities as far as possible. In addition, the texture of a product often shows its charm under specific light and background. For example, the display of glassware must highlight its glittering and translucent features to attract customers.

Fourth, commodity groups and individuals: whether the commodity appears in the form of groups or individuals, has a great impact on the purchase of customers. Small commodity groups can play a noticeable role, but too much aggregation can also lead to "unsalable" speculation. Asymmetric group processing will give people the impression of "rush". As for valuable commodities, only strict restrictions on the number of display can fully display its value. For the commodity appearing in the group, interior design should be accompanied by a lively and prosperous atmosphere. The design of individual products should be pursued with elegant and relaxed style.

Fifth, the character of commodity: the character of commodity determines the style of interior design. The same is the fashion store. The elegance of the high-end women's clothing store is quite different from that of the casual store. The harmony between interior design style and management characteristics is directly related to the sale of goods.

Two consumer behavior psychology and store interior design

First, consumer behavior and psychology in stores.

Business Psychology divides customers into three categories. (1) purposeful shoppers. Before they enter the store, they have already bought the target, so they have a clear gaze and clear footsteps. Second, there are selective shoppers who have a certain range of attention, but they also pay attention to other products. Their pace was slow but their gaze was concentrated. Aimless visitors who go to shops have no definite goals, slow pace, lack of concentration and irregular movements.

The proportion of three customers in different stores is different. The industry that names the purchase, for example, many customers who receive the drugstore are purposeful shoppers, and the interior layout should be functional first. Customers choose to buy industries within a certain range, such as stationery stores, food stores, etc. Design should pay attention to order and order. Compare selected industries, such as boutiques, jewelry stores and toy stores. The design should make the space environment attractive. Through tracing investigation, we can draw the customers' action trajectories in different types of stores, which can provide a basis for interior design.

The psychological activity of consumers when shopping is a comprehensive reflection of their own needs and objective effects. The objective of our research is the impact of external environmental stimuli on customers. The following are eight stages of the psychological process of consumer buying activities.

Generally speaking, when consumers enter stores, most of them go through a series of psychological processes, though sometimes not so obvious. In store interior design, we should aim at the series of psychological activities of consumers to formulate countermeasures so as to enable him to successfully achieve shopping activities.

Second, cognitive process and visual psychology.

From the above analysis, we can see that the beginning of a series of psychological processes is "attention", which requires that commodities should have a certain intensity of stimulation to be perceived. According to the principles of visual psychology, we can take the following countermeasures:

1., enhance the comparison between the merchandise and the background. There are many kinds of visual information in the store, so people can only choose a few to identify objects. According to the principle of visual psychology, the larger the difference between object and background is, the easier it is to perceive. It is easy to see objects with color on the background without color, and objects that are easy to notice in dark background. For example, in the interior design, use dim colors and low lighting, and use the light to project the light onto the merchandise, so that the customers' eyes are attracted to the merchandise. For example, light goods are based on dark walls, while dark goods are based on white shelves, which are used to highlight goods.

2. master the appropriate intensity of stimulation. In addition to highlighting goods. Advertisements, neon lights, TV and so on are also used to attract customers. But stimulation can not play a role beyond a certain limit. The greater the number of signboards, the less likely the relative attention will be paid to each item. Experiments conducted abroad have shown that the possibility of attention is much faster than that predicted by people who only focus on quantity. An increase of second signboards will not halve the possibility that the first signboard will be noticed, while the influence of the third signboards will be greater. When the fifteen blocks are taken, the possibility of a particular signboard being noticed is considerably less than fifteen points. Experiments show that the average person's visual attention range is not more than seven, for example, the letter can be displayed in a short time. The average person can only see about six. This is very useful for us to reasonably determine the number of commercial signs and advertisements, the number of counters and the division of space in interior design.

Third, emotional psychology and buying action.

After making consumers pay attention to commodities, a series of countermeasures should be adopted to promote his successful purchase. We can take the following measures in interior design.

1. arouse interest. New and beautiful display and environmental design can make products look more attractive. Foreign commercial buildings pay much attention to the diversity of display devices. They often design display devices according to the commodity, so that the characteristics of the products can be fully displayed.

2. induce associations. It is very effective to use the visualized commodity image to induce customers to use associations. For example, children's articles store can make children's bedding and toys arranged in a children's room much more vividly than the classified queuing display mode. One of the masterpieces of the famous post modern architecture, the ring opera service hall of Vienna opera house, is also a metaphor and symbolism, which plays a role in inducing the association of consumers.

3. arouses desire. Pay attention to the diversity of display devices, because beautiful display methods and environment are just as attractive as merchandise, and even more attractive than merchandise. They give the goods the fullest display.

4. promote trust. This requires that the style of interior design coincides with the characteristics of commodities. For example, the traditional style of traditional Chinese medicine shop is more reliable than the modern form of Chinese medicine shop, and the fashionable shop is more competitive.

Three building decoration elements and store interior design

The same commodities are often considered to be worth more in the well decorated shops than in the night market stalls. Facing the market competition, we must win the consumers with the outstanding features of architectural decoration. For this purpose, the following techniques can be used.

First, create theme artistic conception. In the interior design, a theme is set up according to the characteristics of the commodity, and a set of techniques for interior decoration is formed around it, creating an artistic conception, which is easy to give consumers a deep feeling and memory. For example, in the children's toy shop, the theme of the designer is the forest paradise. The flannelette animals are climbing, lying and leaning on the tree. They are very lively and lovely. Although the interior space is simple in decoration, the attraction to small customers is not weak.

Second, repeat motif. Some shops which specialize in the management of some famous brand products often use the logo as decoration, repeatedly appear in doorways, wall decoration, display devices and bags, and strengthen the impression of customers. Shops with more varieties can also be used repeatedly in the decoration of motif in order to deepen the memory of customers.

Third, flexible change. The consumption trend is constantly changing, so shops should be able to adjust their layout at any time. Some stores abroad have to make some adjustments every week to give customers a new impression. For this reason, a number of flexible designs have also emerged. If a bookstore's smallpox is a grid type track, the display rack is the R steel wire rack hanging from the track. It can change the position at will, and the owner is very convenient to adjust. (Figure 2) the Waker office in the US has designed a series of highly flexible shopping malls. The steel frames made of standard parts are the main characters of the space, and large advertisements, TV screens, commodity models, models and so on are installed on them. Because the steel frame has great flexibility, it can be adjusted according to different display, providing consumers with constantly changing information which is full of stimulation. {page_break}

In short, under the premise of not interfering with the commodity, the careful use of various artificial decorative materials can not only make the style of interior design distinct, but also give prominence to the characteristics of the shop, and can also play a good role in setting up some commodities. In the increasingly fierce market competition, designers must integrate the above three points in order to provide a good foundation for the store to win competition.