The most important decision is choosing the right
shopfitter. There is no tried and tested rule to this but initially the
retailer should only consider shopftters or shop fitting companies who have a
proven track record, ideally in fitting stores in the market the retailer
trades in.
A shopfitter should be prepared to spend time with the
retailer to understand their business and the particular issues that need to be
considered when planning a layout. Customer flow is vital to a successful shop
fit and category management, product placement are very important to ensure as
many shoppers as possible are drawn to all areas of the store.
Category management signage on and above the fixtures is
important to lead the shopper to the product they are looking for with
promotions and special offers being placed on gondola ends to encourage
shoppers to buy products they didn't come in for.
Lighting is vital. Many smaller retailers feel that adequate
lighting is an unnecessary spends but this can make all the difference to being
a successful retailer as the right lighting brings the store and products
'alive'.
The chosen shopfront fitter should be able to produce
professional layouts and design schemes. Some might charge for these but many
don't so make sure you establish the 'ground rules' at the beginning. You will
also want to see a programme that shows what works will take place and when and
how long it will take.
Clearly, if it is a trading store, you will want to stay
open during the refit so make sure you agree planned moves with the shopfitter
to enable him to have the area he requires but also leaves you with the space
required to continue to trade.
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