SIGHT LINES.......
Sight lines are what are used to direct a person’s eye. So when a customer enters your store what are your sight lines? The most effective way to maximise impact is to have a focal point at the end of this sight line. For example there is a point in your store that has some interesting display or some image or artwork. The sight line is then measured also by what you achieve with the rest of the shop fittings on their way there!!
Space management is also key to happy shoppers, this is where you draw your customers around your store and guide them were you want them to go, it’s all in the way you place your fittings and fixtures how you merchandise them, there should be a flow in your store and if there is a good flow people will travel to all corners of your shop. Passing by all the products you are showing them and really engaging in your store and your brand.
In a store there are four different types of space:
1. Prime Space
These are your high flow areas, with high visibility. The fronts of fixtures for example.
2. Secondary Space
These are medium commercial value, are used for areas of higher volume lines.
3. Discovery Space
These are the areas which are hard to see, you need to discover them. Also known as blind spots.
4. Service Point
These are your till areas and fitting rooms, usually lots of volume but after the desions have been made. These areas can make or break a sale.
All of these areas should be broken down into a floor map this way you can see were to add sight lines or focal points and were best they will work for you. For more info on floor maps you can email me at Rowena@visualsense.ie
Next week I am looking at POS and signage and how to use them effectively.
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