The name of the store should be distinctive, but don't stray too far from the point. By the name of the store, customers can know what goods you are dealing in. In other words, the name of a food store should be like a food store, and the name of a clothing store should be like a clothing store. A good store name should have three characteristics: first, it is easy to read and remember; Second, it can highlight the business nature of the store; Third, it can leave a deep impression on people.
With a good store name, you need to design the corresponding trademark. The name of the store is a literal expression, and the trademark is a description of the pattern, which makes it easier to leave a deep impression on people. Trademarks should be concise and beautiful. There is a Margori shop specializing in women's socks, which uses the pattern of the British flag as a trademark. There is a huge British flag hanging in the shop, printed on all the wrapping paper, which is particularly eye-catching, and it has also achieved good sales results. In addition to the name of the store, the choice and integrity of the font should also be considered. When we walk into the street, we often see some good store names, but they are embedded in the signboard in front of the door with crooked fonts. Spelling mistakes and traditional Chinese characters are common, and even some words are made by hand.
Unusual words should be avoided in the signboards of monopoly stores. The purpose of the signboard is to make people see clearly, and mystifying will only arouse customers' disgust. For example, there is no need to take a foreign name for a product store in China.
Signs are increasingly adopted by monopoly stores, which have moved from plane to three-dimensional, from static to dynamic, moving in front of stores to attract passers-by. For example, in many fast food restaurants in the United States, in order to emphasize the individuality of the store, large figures or animal statues are set at the entrance, accompanied by relaxed and pleasant advertising music, which is deeply loved by customers. T-tea and seaweed from Shinagawa, Japan have the same effect. There is a doll about one meter high in the store, which is exactly the same as the owner, but with comic exaggeration. It greets passers-by kindly in front of the store every day, and the effect is quite good. The window is the "eye" of the monopoly store. Whether the face of a monopoly store is charming or not, this "eye" plays a decisive role. Window display is an artistic expression and an important means to attract customers. Walking in the commercial street of any commercial capital, there are countless people watching and admiring in front of the window. They were crowded and laughing, as if enjoying a famous painting handed down from ancient times. On the Champs Elysé es in Paris, it is still a very popular tourist project to enjoy the windows of various monopoly stores!
Therefore, the store must have a window, and the layout and display of the window should not be underestimated. Facts have proved that it is extremely foolish for some monopoly shops to rent out their windows to individuals to set up stalls.
The window design of monopoly stores should follow three principles: first, attract customers with clever design, avoid flattening, and strive for dynamic and cultural and artistic colors; Second, customers can feel intimate and natural through some daily scenes, and then produce * * * sounds; Third, try to leave a deep impression on customers, and make them unforgettable through the clever display of the shop window. Of course, store design is a systematic project, including the design of store signs, small signs at intersections, windows, awnings, gates, lighting, materials and colors of walls and many other aspects. All aspects should coordinate with each other, make unified planning and realize the overall style. The main purpose of shop layout is to highlight the characteristics of goods, make customers have a desire to buy, and facilitate their selection and purchase. The design of the specialty store is very particular, and it needs simple and bright lines, rather than being unconventional.
Many related factors should be considered when arranging the storefront of monopoly stores, such as the size of space, the number of types, the style and function of goods, the layout and brightness of lights, the width of channels, the location and scale of checkout counters, the installation of wires and the relevant government regulations on buildings.
In addition, it is best to leave room for adjustment according to seasonal changes in the layout of specialty stores, so that customers can constantly feel freshness and novelty and stimulate their desire for continuous consumption. Generally speaking, the pattern of specialty stores can only last for three months, and monthly subscription has become one of the promotion methods of many stores.
1. Spatial layout form
The spatial pattern of specialty stores is complex and diverse, and each operator can choose and design according to his actual needs. Generally, the general plan is determined first, such as the space of salespeople, the proportion of customers' space and goods' space, and the division of areas, and then changes are made to show the goods in detail.
1) Three spaces in the store. There are many kinds of specialty stores, and the spatial pattern is varied. It seems difficult to find a regular spatial division. In fact, it is only the result of the combination of three spaces, just like a kaleidoscope. Although the change is endless, it is only the result of the movement of several colored papers. Therefore, these three spaces are closely related to the spatial pattern of specialty stores.
Commodity space: refers to the place where goods are displayed, and there are many options such as box, platform and shelf.
Shop assistant space: refers to the place where shop assistants need to receive customers and engage in related work. There are two situations: one is confused with the customer space, and the other is separated from the customer space.
Customer space: refers to the place where customers visit, choose and buy goods. According to different commodities, it can be divided into three forms: out-of-store, in-store and combination of inside and outside.
2) Four forms of store space pattern. According to the quantity, types and sales methods of goods, the three spaces can be organically combined, thus forming four forms of spatial pattern of specialty stores.
Contact shop: the commodity space is adjacent to the street, where customers buy goods, and the clerk serves in the store, separating the customers from the clerk through the commodity space.
Store closing: product space, customer space and clerk space are all in the store, and product space separates customer space from clerk space.
Closed, global store: all three spaces are in the store, and customers can freely and roaming to choose goods, which is actually open-shelf sales. This type may or may not have a certain staff space.
Contact, closed and mobile stores: contact commodity space is added in closed and mobile stores, that is, customers have both in-store space and out-of-store space. This type also includes two forms: clerk space and non-clerk space. The following is a detailed analysis and study of various forms.
1) Contact the store where the clerk has a small space. This type of space pattern is a traditional shop form, and there is no room for customers' activities. Customers come into contact with shop assistants and buy goods on the roadside. It has three characteristics: first, the clerk has a small space; Second, the customer activity area is outside the store; Third, the commodity space is in the storefront.
This type requires the clerk to have a unique service form. If the clerk stays at the counter, it will alienate the customer, and being too active will make the customer feel that he is forcing sales. Pretending not to know is the secret of success. This pattern is suitable for monopoly shops with low-priced goods, convenience goods and daily necessities, and its business scale is small, which has all the characteristics of early shops.
2) A contact store with a wide staff space. This spatial pattern also puts customers outside the store, and the clerk contacts customers through the counter. The difference between contact and the small space of the clerk is that the clerk has a large space for activities. Its characteristics are as follows: shop assistants have a wide range of activities, customers are outside the store, and goods are placed in the store.
Because the contact shop displays goods on the pedestrian passage, the space of the clerk in the contact shop is mostly narrow, but some of them are relatively wide. This kind of shop is suitable for selling goods or small gifts that don't need time-consuming, careful selection and are easy to carry.
This form allows the clerk to keep a proper distance from the goods, and the customers can choose the goods freely and freely, without oppression and wariness. Shop assistants should not stand in a row in front of the counter, but should use a wide space to do all kinds of work, which can bring vitality to the store and attract customers to buy.
3) Closed shops with small clerk space. In this type of store, customers can only see the goods when they enter the store, and the space of the clerk is relatively narrow. Most of them are located in prosperous areas, with more customers, and the space occupied by shop assistants is minimized.
This model is generally suitable for the trading of valuables, gifts and other commodities, and some monopoly stores such as biscuits, candy and tea use this model, supplemented by some contact types.
In a closed store, the behavior of shop assistants plays an important role in whether customers buy or not. In a closed store with a small space, the clerk's every move is very obvious, such as the clerk standing in front of the counter, which will definitely make customers lose interest in buying. For example, shop assistants can display goods, clean windows and do statistics, which can not only attract people's attention, but also alleviate the rigid atmosphere in the store.
4) The closed storefront has a large space for shop assistants. This type of shop is where customers, shop assistants and goods are indoors. Shop assistants have wider space for activities, and customers have plenty of space for activities. The most common one is the store facing the street, which is very suitable for selling expensive gifts and high-end goods. There is a clear distinction between inside and outside the store, and customers who have no desire to buy rarely enter. The spacious customer space allows people to visit and buy freely, and the overall layout of the store gives people the feeling that you are welcome to come, even if you don't buy. This kind of store strives to create a warm atmosphere in the store and enhance customers' buying mood with the environment.
5) A closed global store with clerk space. The characteristic of a closed and mobile shop is that there is no merchandise displayed in the storefront. After customers enter the store, it is like roaming, visiting and buying in the world of goods.
In a closed circuit store with clerk space, the clerk space is limited to a certain range of counters. Generally, they will not enter the customer's space. Only when the customer takes the selected goods to the cashier will the clerk take the initiative to serve. Customers can shop, visit and even read magazines leisurely in the store without being disturbed. Stores that adopt this form include grocery stores, grocery stores and stores that deal in personal items such as records and fashion.
The biggest feature of this model is to send a message to customers that "shop assistants don't sell goods to customers". This model often sells ordinary goods and customers have the ability to choose. Shop assistants should not be too enthusiastic, and don't stare at customers with curious eyes.
6) A closed global store without clerk space. In this type of store, goods are displayed high in front of the store. Customers who don't know the store won't enter easily. There is no difference between the shop assistant's activity space and the customer's activity space, which is specially designed for selling high-quality products. This commodity model itself carries out strict screening and selection for customers. At the same time, the goods operated by such shops are expensive, and customers are more careful when buying, so they often need the clerk to explain and act as customers' consultants. Shop assistants should not only take money, but also be active among customers. Sales behavior should be relaxed and natural, and the position of the clerk should not be fixed in the middle of the store waiting for the customer to greet.
7) Contact, close and travel stores, and provide space for shop assistants. There are many clerks in the storefront and inside of this shop. Store display goods can attract customers and give people a common feeling; The goods displayed in the store are arranged around, and customers can choose at will after entering the store.
The layout of contact, closed and traveling shops with clerk space is generally suitable for shops selling large quantities of goods at low prices, such as selling pictures and some popular goods. Customers don't have to ask the clerk often, they can judge their own choices. The clerk is only at the cashier's desk and doesn't interfere with the customer's buying behavior. This pattern generally requires spacious space and can display complete goods.
This type of clerk can specialize in cashier work, even if he enters the customer's space, he should not be greeted. But the store is empty, which will give people the feeling of depression, and it is difficult for guests to come to the door. At this time, the clerk had better go to the customer's space, get busy and attract the attention of the crowd.
8) Non-contact, closed and itinerant stores without clerk space. Although this type of shop does not display the most top-grade goods, it often needs clerk to explain, explain and provide consultation for customers. Generally suitable for ordinary mass clothing stores, such as leather shoes stores and leather bag stores. Most of them use popular prices, and there are many kinds of goods, giving people a popular impression.
The structure of closed and traveling shops is very similar to that of contact, closed and circulating shops, but the atmosphere of the shops is completely different. The former is a high-class aristocratic store, and the latter is a popular mass store, so the behavior and service methods of the clerk are very different.
For a contact, closed and sightseeing shop without clerk space, the clerk should not crowd at the door, giving people the feeling of guarding the door; When customers choose goods, don't stand by and look at them, but pretend not to know. When customers have questions, appear in front of them immediately. The success of monopoly commodities lies in its characteristics. The so-called characteristics lie not only in the uniqueness of the goods it manages, but also in the uniqueness of its display. Specialty stores have some same-sex requirements for the display of goods, such as outstanding features, coordinated colors, appropriate materials selection and so on. However, due to the different types of monopoly stores, their requirements for commodity display are also different, and even the same type of monopoly stores need to seek their own characteristics.
1. According to the principle of commodity display
The display of goods in specialty stores often depends on the classification of goods. Under normal circumstances, goods should be displayed outside the counter for customers to choose, but for some valuable small goods, such as jewelry, jewelry and so on. Open-shelf display should not be adopted.
1) purchased at random. Random purchase refers to the goods that customers buy at will without a plan in advance, most of which are commonly used small commodities with little value. Customers' motivation to buy is often because they see attractive exhibits. For these goods, small stores should be placed at the entrance, and large stores should be displayed in the main channel.
2) Convenience goods. Convenience goods refer to the goods that people need in their daily lives, and they have not been strictly selected. The customer's purchase is characterized by frequent purchases, but the amount of one purchase is not large. Convenience items should be placed in obvious positions on both sides of the main passage.
3) shopping items. Shopping refers to goods that customers don't often buy, and its purchasing characteristics are repeated comparison and selection. For this kind of goods, only the shops on the first floor should be placed on the second half, and several floors should be placed on the top floor.
4) electrical appliances. Electrical appliances refer to the daily necessities needed by families, and people's motivation for buying is practical needs, which are generally displayed in the entrance and main passage.
5) luxury goods. Luxury goods, also known as valuables, are generally purchased after careful planning and comparison of quality and price, so it is best to put them away from the entrance.
2. According to the law of convenient customer display.
The display of specialty stores should not only consider the commodity factors, but also pay attention to whether it is convenient for customers to buy.
1) All at once. In order to facilitate the purchase, interrelated goods should be displayed close to each other. For example, shirts, trousers, ties, leather shoes and belts should be placed side by side, so that customers can buy enough goods they need in the smallest space.
2) Shopping is the fastest. In order to make customers spend less time to complete the purchase, the commodity display should cooperate with the purchase efficiency. Setting up a cashier near the sales area can save customers the time of walking back and forth; A mobile showcase can receive more customers; The use of multi-layer counters can display more goods by using the upper and lower spaces, and reduce the time for shop assistants to pick up goods from the warehouse.
3. Rules for presentation by theme
The vitality of specialty stores lies in creating people's imagination space, so it is a very important topic to display goods according to the theme. The so-called main exhibition is to create a life scene in the store, so that customers can feel at home and choose or enjoy it freely.
1) Determination of the theme. When determining the theme, we should study and think in many aspects, on the one hand, we should reflect the purpose and characteristics of the specialty store, on the other hand, we should cater to the trend of the times.
For example, if a time shop chooses a leisure theme, then the commodity selection should pursue nature, relaxation and leisure, and the storefront display highlights leisure and sports clothes. If the store is large, you can arrange some leisure scenes, such as ballroom scenes, skiing scenes, salon scenes and so on. And use the clothes worn by the model to arouse the interest of customers.
2) Topic mining. The theme display of specialty stores needs to be explored. If it is different, it will be slightly better in the competition. There is an ordinary flower shop in Japan that sells all kinds of flowers. Store display is no different from other flower shops, and the business situation is average. The shopkeeper likes wild rose very much, so he changed his flower shop into a wild rose shop, which is different from other flower shops. There are 10 to 20 rare wild roses named "Blue Dream" in the shop. The characteristics of flower shops attract many customers, but the demand for wild roses in the business circle is limited after all. So according to the theme, the shopkeeper collected all kinds of goods printed with wild rose patterns, such as tablecloths, chair cushions, dinner plates, trinkets, etc., all of which were displayed in the store for sale. As a result, business is very good. This method not only attracts customers who are interested in wild roses, but also makes customers who don't know wild roses discover the charm of this flower.
3) the performance of the theme. In addition to the hardware facilities such as shelves, models, samples and spaces, the theme of the store should also pay attention to the atmosphere and style presented. For example, clothing stores should be chic and beautiful; Food stores should pay attention to cleanliness; Electrical stores should be elegant and gorgeous; Watch shops should show the connection between life and time. Even if they are all clothing stores, the display of goods should be different due to different grades. To manage fashion clothes, we should avoid rich and luxurious display; While operating luxury clothes, it is forbidden to choose ordinary professional models. In short, the form of expression should be consistent with the theme, so as to form characteristics and be loved by customers.
The above is mainly about the clothing industry. General clothing industry separates SI from VI, and general cosmetics and hardware industry, SI belongs to VI! Design institutions should persist in pursuing the artistic realm of harmony between man and nature on the design road! All kinds of monopoly stores are blooming in the city, and the decoration design styles of specialty stores are diverse, attracting people to visit and arousing customers' infinite desire to buy. However, in today's commodity economy society, the old and rigid storefront decoration style seems to be unable to meet people's visual concepts and consumption desires. A new generation of storefront decoration design trends swept through, and the publicity, individuality and conceptual storefront decoration style stood out. Let nature take its course to replace the dull and monotonous decoration style in the past. At the same time, in the modern consumption concept, people's consumption concept is just attracted by the following three styles.
Publicity-oriented store style
With exaggerated colors, patterns and new decorative materials, the decoration is unique and people's vision is brand-new, and there is a striking feeling wherever they are.
Personalized store style
Instead of emphasizing gorgeous dress, we use ordinary or even the most primitive decorative materials to realize the store's own personality, and at the same time decorate the store with different goods and accessories, which has a strong visual appeal.
Concept store style
With postmodernism as the leading factor and the exaggeration of western abstract school, it highlights the brand storefront style, in which the materials are exquisite and concise, the colors are eclectic, and the atmosphere is elegant, which makes people feel fresh and relaxed.