Baby Shop: Left "Supermarket Pie" Right "High Street School"

The design of hardware and software for children's specialty stores can be roughly divided into leftward "supermarket" and "right Street".

The former attaches importance to functionality and price image, while the latter emphasizes experience and Life Association.

High street (High Street) is the most important commercial street in a city, but the high street retailers do not refer to the High End shops. They refer to specialized shops and department stores that use comprehensive and high-end elements to promote the popularization of fine products to civilians.

For example, ZARA, even though it's just a professional shop, must choose the best (or even the top) commercial street, and adopt the same design as the display window and store display.

This is a kind of encouragement and confidence for the customers: let you enjoy the low price and good quality in the high street experience.

Based on the characteristics of fast updating, daily application and pursuit of style and quality, the design of high street shops is generally adopted.

The format of the supermarket is later than the department store in the high street.

The department store was a product of the late nineteenth Century, which concentrated all kinds of small shops on the dusty street from the same roof. It had the pursuit of upgrading the shopping experience itself. During the economic crisis of 1930s, the supermarket took away all the flashy design and redundant services (including counter service) in the store to meet people's purchasing power, so as to ensure the profit mode of low price stimulation and high turnover.

The classic supermarket distribution style is simple, smooth, rich and practical. It will stimulate customers by selling goods to the mountain, and will also decorate the cash register with the industrial grey blue tone. It represents a store that is trying to save money for you.

Whether high street or supermarket pie, they will pursue the turnover rate of goods (gross profit rate is mainly controlled by supply chain).

At the same time, both of them are constantly learning from each other and merging with each other in history.

In China, because some of the genes of high street school are not developed and resources are limited, supermarkets are the mainstream of all kinds of professional shops.

We can use some pictures to make an analysis.

The floor is as smooth as a mirror? Wrong!

The floor color is not as white as yellow (light yellow) and yellow as color. The color floor pattern is the best way to guide customers to shop.

Some baby shops in China have to accept the bright and clean floor of the shopping center. What's wrong with the floor design?

No consideration was given to shoppers' involvement and scene feelings.

The design of high street school always hopes that more children and children will come to browse the experience. Although the smooth floor is also skid resistant, parents will take care of them on the basis of psychological safety considerations, which will reduce the chance for parents to choose.

The choice of light yellow or wooden flooring is to create a warm experience like home, to help customers extend and stop buying and buying through Lenovo warm scenes.

I saw a children's candy shop playing flowers on the ground with mosaics. The effect is pretty good. Parents are willing to let children carry their shopping basket everywhere.

Save money on the ceiling? Wrong!

Lighting is also very important in baby store.

Mothercare the lighting design of the British store pays attention to 4C:COMFORTABLE comfort and CONVENIENCE

CONTEMPERARY era sense and COST cost.

In order to make customers face the commodity in the store, it is necessary to create a comfortable light environment like family life scenes. At this time, the design of lighting and color temperature is very important. A depressed and pale shop can not give customers a good experience.

For street shops, lighting also has a great function: to attract customers -- imagine that in the rainy season in the South or in the dry winter in the north, the store is as light as a family house or a restaurant.

Based on the dual consideration of age and cost, some clothing stores make the ceiling black.

Dark ceilings are not common in baby shops all over the world, but I can see them in some pictures of baby shops in China.

Store style must be combined with brand style. Those who play a small group can specialize in some gloomy urban style, but they can't contain any depressive elements for baby store.

Especially when the floor color becomes pale yellow or color pattern, more attention should be paid to the cleanliness and lofty feeling of the ceiling.

Shelves like array? Wrong!

Like the above picture, besides the ceiling, the arrangement of customers entering the shelf area from the main channel is too direct.

In front of a certain commodity shelf area of baby shop, try to design some "advance" as far as possible. They may be a special display of a bright commodity. It may be a collection of commodities for a group of life scenes or a few soft leather stools.

They are mainly two functions: forming a potential obstacle to passenger flow, prompting customers to enter the passageway or shelving passageway to a certain area, and more importantly, let the customers' rhythm here ease a little, and focus again on the spirit and pay attention to the commodities in this area.

The monotonous shelf display in supermarkets has no effect on customers who come here everyday: they are all necessities of life, and they are already familiar with what they want.

Where?

However, high street shops are worried about dull and plain shelf display.

Because unless we take a special low price strategy (for example, more than 40% cheaper than the general department store), it is very difficult for customers to actively stroll through the entire store. At this time, we must rely on some strategies to guide customers' behavior, so that they gradually become familiar with some of the commercial highlights.

In fact, the design of the "front exit" is best to refer to the characteristics of different categories. For example, the location near the toy area is best placed with some lovely, low tables and chairs, so that children can "stay" here. If there is not enough space, even some handwriting boards should be placed beside the shelves, so that children can randomly apply two pens.

Some shops have set up special goods shelves for a commodity area, but I am most afraid of the following situation: the front island ring shelves are also similar to goods shelves.

This is a great waste. From the perspective of experience design, this island frame should create another charming and flexible product. If you can combine with promotional products, it is the best, even if you want to borrow some from the factory, especially some big toys, big pictures and small ornaments.

Is the baby photo big enough? Wrong!

When it comes to photos, it should be said that the picture of the baby in the baby shop is already standard.

But the following picture is a common problem: the photo is too small.

The baby photo is a hammer, which hits customers' hearts at any time in the store, reminds them to nurture their children into ideal shape.

The baby picture on the product package is a small hammer, and the baby picture on the shelf information card and promotion page is the middle hammer, and the baby picture in the shopping atmosphere is a big hammer.

Big hammer must be big enough. How large is it suitable? The head diameter of image characters should be measured by "meter", that is to say, standing on the distance between the 3 shelves can feel the sense of shaking.

Hardware and software in place? Wrong!

If you really have no conditions to change all kinds of hardware and software of the store, you must get the business growth from the improvement of every daily product.

Retail sales are the total value of sales from various departments, shelves and individual products. There must be at least 600~800 types of products that need special and continuous thinking.

For example, how to introduce children's cars?

I once saw an independent slope and stairs in a baby shop. It was very rough. This is a very practical single product recommendation device: it is used to make parents on the scene experience the stability and portability of a cart.

In the final analysis, it only has some bricks and stones, but it is closely linked with the commodity characteristics that customers care about.

It is not important for shop managers to choose which mode or corresponding genre.

But in addition to Hardware (hardware) and Software (software), there is actually a Heartware (heart part), which is probably the most important element.

Shopping guide said: "this brand is better than the United States, the function and quality is almost the same, but the price is very affordable, and the warranty period is longer, you have any quality problems, I will change it to you in a month!" - this is the flexibility of the industry brand, the giants are slightly slower, will become their selling target.