What differentiates a good store from a so-so store? Three principles: visual appeal, simplicity and ease, and an enjoyable shopping experience. All three of these components depend on one important quality: a professional image.
A great store is able to showcase its merchandise in a cohesive way. All of the fixtures call attention to the merchandise. The layout of the store allows the customer to easily see the product and decide how to navigate to it in order to take a look. The merchandising and signage calls attention to the products’ benefits and adds brand awareness. The overall look of the store has a cohesive feel – everything including signage, décor and fixtures coordinate to create a specific, definable brand. This works for national chains. If you were shown a photo of a GAP, Ann Taylor or Banana Republic, you’d immediately be able to recognize the store just based on the fixtures and design. There’s a reason that large companies design their stores this way: in addition to the visual appeal, the branding is immediate.