The Design Of Congenital "Malformation" Is The Invisible Killer Of Stores.

Good storefront design allows the product to speak and gives customers a strong desire to buy and buy. Good storefront design is sometimes better than shopping guide. Bad store design is congenital "deformity", and the efforts made by the day after tomorrow make up little effect. The "malformation" store design, the invisible killer, often leads the store to the final death.

Ordinary consumers rely on the style and degree of design and decoration of terminal stores (boutiques in street stores or home stores) to judge whether a home brand is a big brand that can be trusted, and whether it is a brand that you like. The quality of storefront design sometimes determines the life and death of storefront directly. Some manufacturers and store owners feel that their stores are not selling well, and their ability to receive orders is not strong. They often exert themselves in shopping guides, promotions and activities, and have worked hard for a long time. The real culprit is poor store design, which leads to customer turnover and low signing rate.

When I was traveling in Beijing home store recently, I found that a home brand that was made locally in Beijing was closed at a more than 200 square meter shop in the home. The reason for this is that the author understands the design of the store. This shop has designed a nondescript, somewhat "post-modern" sense of iron in front of the product as decoration. The style of these iron products is fundamentally out of line with the style of this shop display, obviously it is "two skins".

What is more undesirable is that customer The location of the negotiation area is also surrounded by a circle of iron art. This kind of iron art design can give customers the impression that business is cold and closed. It's a matter of time. It is incomprehensible that this kind of design is neither fish nor fowl, but the owner of the store has not been able to rectify it until it is closed. Actually, this family. Exclusive shop When designing the storefront, it violates the principle that shop design cannot be advanced. After all, home products are to be put and used in the family. style Far from being able to get too far away from what customers can accept, it is inevitable to be spurned by customers.

When I visited a household store in Zhejiang, the shopkeeper reflected that the customer had just turned around the doorway, basically finished the first set of products and turned away. It seems to be blind to six or seven sets of products displayed in the shop. Later, an analysis revealed that there was a "bruising" in the store design. The store was too transparent in design. There was no reasonable customer line design. There was no reasonable shelter. Customers stood at the door and basically had a clear view of all products. Most consumers would not go deep into the shop. In this way, the chances of closing the store are significantly reduced. If the store is not rectify, the possibility of eventual death is also very large.

This failed storefront design violates the principle that shop design cannot be transparent. It is necessary to design reasonable walking routes for customers in the store, so that customers can see different products one by one, increase the time of customers staying in the store, and increase the possibility of transaction.

Another important principle of storefront design is the first attraction principle. That is to say, the products that customers can see at the first glance of the store must be the best star products of this brand and storefront, which can instantly attract consumers' eyeballs, let customers stop and watch, and produce a desire to buy better. If the principle of first attraction is violated, many customers will not be attracted by star products. Without the urge to enter the shop, they will only take a look at the shop and take a look at it. Therefore, many successful brand stores are sure to place their most attractive and attractive customers' products in the first place they can see.