How Retailers are Growing Their In-Store Foot Traffic

The retail environment is evolving into one characterized by compact, efficient spaces rather than the large stores designed to facilitate one-stop shopping that has dominated during the past couple of decades. In fact, store sizes are the smallest they’ve been in nearly two decades, and while online shopping has reshaped buying habits, customers still spend nearly 85% more money in physical stores than they do online, according to Imagine Group LLC.

The design and merchandising services firm created several guidelines to help retailers boost in-store traffic beyond the major strategies that include optimal location, broad product variety and effective pricing strategies. Retailers should employ a nuanced approach given the evolving nature of brick-and-mortar retail, according to the report. The key is to view the space through the customers’ eyes and with their shopping journey in mind.

For retail spaces of all sizes, it’s important to consider traffic patterns, ensuring a smooth flow and an engaging customer experience, said the firm. Smaller spaces in particular require strategic planning to maximize efficiency and create a welcoming atmosphere.

People-tracking technology can help retailers understand the flow of foot traffic through their space and measure the impact of merchandising and advertising efforts. In addition, making navigation easy through signage so customers can easily find what they’re looking for is key to ensuring they continue shopping and come back to shop again. Aisle markers and an optimized layout with gondolas, fixtures and displays make the customer journey more intuitive, said the report.

In addition, stores are increasingly modernizing their layouts to better align with how shoppers use products, such as displaying fresh fruits and vegetables with ready-to-eat meals. Eye-catching displays are especially helpful in tighter format spaces, allowing retailers to showcase their best assets with dimensional hanging signage and integrative floor graphics.

Imagine Group emphasized appealing to customers’ senses with visually vibrant materials, soft signage and backlighting, and interactive displays. Finally, cross-merchandising curations at store entrances invite customers in and inspire them to buy more, the company said.