Customer route and store concept: Why is it important to have a well-thought-out customer route?
Creating a well-thought-out customer route when developing a new store concept is absolutely necessary. Partly to ensure a positive customer experience, and partly to establish a profitable business.
What concrete advantages does this mean for you as a store owner? And how do you go about creating a store route that promotes optimal customer turnover? We show you how!
What is a customer route?
A customer route or journey is the path a customer is expected to take in a store. It counts right from the start (when the customer enters the store), to the end (when the customer exits). As most of us are right-handed, the customer route area has been designed so that the customer can easily take goods with their right hand. Therefore, the customer route often runs counter-clockwise directly from the entrance. In this way, the customer is guided strategically across the shop floor. Finally, the round ends with a stop at the till.
Advantages of a good customer route
A well-thought-out customer route makes it easier for the customer to know how to move around the store. At the same time, you as a store owner have the chance to decide what the customer should see and in what order. A strategically thought-out customer route is, first of all, decisive for reaching set sales targets. And secondly, it is there to create a rewarding shopping experience for the customer.
By leading the customers around the store, it is possible to work strategically with the positioning of different products. The placement of a product can be absolutely decisive for whether a customer will buy it or not. Good planning of the store can lead to impulse purchases - that is, purchases that the customer had not planned. A worse placement of a product, on the other hand, can mean that the customer does not buy what he came to the store to buy. It is important to know that a good customer route does not only exist so that you, as a store owner, can show off what you would most like to sell. But there should also be a logical structure, so the customer can easily find what they need.
Reduce the risk of misunderstandings that can lead to irritation
A challenge that many stores face is so-called backflow – when customers move in the opposite direction, or against the flow. Backflow can lead to a negative customer experience, as it increases the risk of congestion and stress, both for customers and staff. However, if it is possible to prevent customers from moving in the wrong direction (in relation to the customer route), unnecessary discomfort can be avoided.
With a good customer route, you as a store owner have the opportunity to create a positive flow through the store. Clearly guiding the customer between shelves, displays and tables, reduces the risk of misunderstandings, irritation, and customers colliding with each other. By preventing backflow, a more positive atmosphere can be created, encouraging customers to spend more time in the store. And that can generate higher sales, and lead to the store's set goals being reached.
This is how you create a store concept for optimal an customer route
1. Analysis of space and target groups
It is important to have a great understanding of both the physical space and the target groups, in order to create a successful store concept. Firstly, you need to analyze which areas most customers move around in, and which products are most popular. Next, you need to take into account how different layout options can affect customers' movement patterns - and therefore purchase behaviours.
2. An inviting entrance
The entrance is the first point of contact between the customer and the store. A welcoming entrance with clear signage and accessibility invites the customer to enter and begin their shopping journey. Here you have the opportunity to make a positive first impression, which often leads to setting the tone for the rest of the customer experience.
3. Clear and logical layout
A logical and intuitive layout helps the customer navigate through the store with ease. Clearly marked departments and walkways, as well as a well-planned placement of products and services, contribute to creating a frictionless customer journey.
4. Visual communication
Effective signage and visual communication are essential to guide all customers through the store. This includes everything from price information and promotional signs, to navigation signs that help customers easily find where they need to go.
5. Flexible interior design
With a flexible interior, you can adapt your store's customer base to different needs and seasons. At the same time, you keep the space fresh and engaging. Modular interior design is popular and provides, for example, the opportunity to quickly reorganize a shop space. It is something that is especially important to meet changing customer needs, or to expose new products and offers.
6. Convenient and accessible checkout area
A well-organized and easily accessible checkout area reduces queuing times, and contributes to a positive end to the overall shopping experience. Making the payment process smooth and harmonious leaves a valuable last impression, something that encourages the customer to return.
Evaluate and improve continuously
To ensure that your store concept continues to meet customer needs and drive sales, you need to continuously evaluate and adjust. This can include everything from customer surveys to analysis of customer flow. It may also include analysis of actual sales data, as well as compilation of feedback collected from on-site employees.
Norco - your partner for store concepts
At Norco, we are dedicated to helping you develop a successful store concept that promotes positive customer turnover and customer flow. Our expertise extends through every step of the process, from the first idea to the finished store.
What we offer
With solid experience and knowledge to create attractive store concepts, we can help make your dreams come true. For us, it is of great importance that your store reaches its greatest potential. We carefully consider elements such as breakpoints, sightlines, product exposure, communication and navigation – always with the goal of creating a complete end-to-end experience. We also offer more than just store concept design. If you need help building your store, we're ready to help. With our factory and our network of craftsmen, we can make your vision a reality. To further simplify the process for you, we can also take responsibility for the entire construction process.
We look forward to helping create a store environment that both the business and customers will love. Contact us today and we can help create a fantastic store just for you and your customers. And not just for the customers - our qualified expertise can also contribute to the success of your business.