Focusing on customers inside and outside of the store

The space outside the store talks to us, it communicates. Walls, giant posters and citylights attract our gaze. People find hyper- and supermarkets very easily, there are signs all over town which show how to get there. You can see the totem poles and neon lights which inform us that we are at the right place, and flags are flying high too. If all these tools are uniform they project a sense of security, but should any mistake occur people might feel insecurity or suspicion.
These days shop windows only communicate promotions, but the store’s entrance plays a crucial role in building the image of a store. An automatic door, a clean floor and well-arranged baskets or trolleys attract consumers, together with useful information, e.g. what coin they need for the trolley, is their a special trolley for small children, etc. If consumers know in advance that they do not get a plastic bag for free because of environmental considerations, they will not get upset, especially if it is emphasised that by this they also contribute to a good cause.
Abroad we often find a bar with chairs and a microwave oven that we can use behind the cash register zone. It is a great way to give people the opportunity to eat the ready-made meals they bought – tourists or people in a hurry will be happy to do so. Boards help shoppers to find the different categories inside the store, while orientation within the product group is aided with shelf communication. The lighting of the store requires special knowledge, especially in the case of those solutions that highlight certain products. Visual, audio and scent marketing can also contribute o improving sales. Innovative shop equipment and furniture are also of great importance, not to mention a clear and hygienic shop interior and polite service.