Business Management

Shopping is not just a necessity. It is a pastime. Millions of Americans choose to shop for reasons of entertainment, relaxation, and enjoyment. The lighting, colors, textures, and products create an atmosphere that many people find fun and exhilarating. As a shopper purchases new merchandise, there is actually a release of endorphins that produce emotions of enjoyment and satisfaction. Obviously this is not true of all merchandise, but it is those exceptional products that make the whole shopping experience worthwhile for most people.
These exciting products and merchandise luxuries keep shoppers shopping, not just from a need for the actual product, but also from the emotional feeling of getting something new. Shopping exhilaration is further accompanied by successful "need" marketing. This type of marketing projects the value and need of a particular product for a specific demographic, or even the population as a whole. The shopper may need this type of toothpaste to have white teeth or perhaps they need the perfect outfit to appear successful, there are so many convincing forms of "need" marketing. Combined with the rush of the shopping experience, perceived product needs can be extremely helpful to retailers.
Producing a store environment that is attractive to the senses and appeals to the customer's perceived need does not have a quick and simple solution. It is a good idea to spend some time brainstorming the store's assets and how they apply to this kind of marketing before putting up a single shelf or placing any products. What will be the most appealing product? What kinds of colors, textures, and lighting can you use to enhance the shopping experience for a certain merchandise type? If a store sells baby clothes, the fashionable pinks and blues might work best for coordination, or if a store sells hardware or machinery, metal fixtures that appear durable my be best.
Once a basic design or theme is in place, the search for the perfect fixtures can begin. Product display is extremely important, and it begins with shelving. Shelving is the most basic type of display fixture, and if chosen wisely can be extremely effective. There are now so many choices such as gridwall or slatwall fixtures, wooden shelving, and stand alone systems. Some shelving systems are more flexible than others for particular merchandise. For example, slatwalls provide a large variety of accessories for virtually every type of product.
After some of the larger fixtures have been chosen, the lighting design can begin. All products must be well lit, and for this to happen, the right type and style of lighting should be used for different types of display fixtures. For example, spot lighting will not work will for wooden shelves, because this creates extreme shadows, and track lighting works well for jewelry showcases.
The basic idea of all retail store design is to make products extremely visible while keeping the environment enjoyable and appropriate for the merchandise. If this is accomplished, then the pre-established concepts of need and shopping as a pastime will carry over into the success of any retail store.