High street stores are, more than ever, having to prove their value over online competition. It is incredibly difficult to compete with digital prices, especially when you must consider the overheads of a brick and mortar shop. However, it is not hopeless and, in fact, some shops are performing even better that internet-based alternative. These businesses are, more often than not, the ones that provide a positive and valued shopping experience to the customer, an experience that goes enrichens the product and the community.
While it may not always seem intuitive to consider certain products as potentially having more value in store than online, it is actually surprisingly easy to find or create that value. There are many flaws to online shopping, such as trust and lack of human interaction, that continue to drive footfall into stores each year. Despite the low cost of online clothing, customers still want to try items on, and even with a wide variety of electronics online, many customers still want to talk to a sales person with expertise. There are plenty of reasons why customers are open visiting a shop over a website.
However, part of the responsibility of your store is to make your customer’s shopping experience efficacious. If you shoppers run into issues, become frustrated, or receive poor service, it will online steer them to shop online next time. Shop design and layout, as well as customer service, is more important than ever. Every part of your customer’s journey should be considered, from browsing to the final sale. And the most important part the shopper’s time within your store is the checkout.
Whether your customers are happy to browse or find themselves in a rush, the checkout and sale will need to be efficient and pleasant. It is the final point of call of your store and will create the most impactful impression during the sale. Be sure to give your shop counter the utmost consideration. Is it easy to locate? Does the counter have enough space? Is the counter cluttered with sale items or employee equipment? Does the counter design exemplify your shop’s design? Is the counter space enough for your staff to feel comfortable?
Shop counter design is especially important and should give you positive answers to these questions. While a standard counter may sometimes be appropriate, you may wish to consider a custom counter, one that would make better use of your store space or suit the tidiness of your shop equipment, such as concealing computer wires. A customised counter might also better fit your shop’s aesthetic, perhaps with a rustic design, which would leave your customer with a strong final image of your store’s style before they leave. Reputable furniture stores will often have supportive manufacturers who will be able to offer advice on appropriate designs, similar to the Shop Counters from Crown Display, which are made to a wide range of specific designs.
While your entire shop works to make an impression, it is the shop counter that will create the final opinion. Long queues, confusing counters, and low quality design will leave shoppers with a bad taste. So, make sure that the checkout is absolutely consider, so your customers will leave wanting to return.
