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Types Of Store Animation And The Store Layout
Hello there dear readers.
Some time ago I posted an article about the reasons to change the store lay out.
In that article I cited various reasons:
- A wrong Starting Layout
- Changes and Evolution in your Customers or Shoppers
- Changes in the Environment of Physical Area where the Store is placed
- Changes in the Products offered by Suppliers
There is another strong reason to make changes in the Store Layout and it is: Animation. This is a way to call those actions to done to energize our Store or Supermarket.
There are two basic types of animation:
External Animation
These are all the actions taken at the outside of the Store or Supermarket to call the attention of people passing by or coming inside.
Depending on the location of the store you are going to be able to make more or less External Animation. Think of the difference between a store that is on the street and a store that is placed in a Mall. A store on the street may have a parking lot and so the owners get the possibility to build scenarios depending on the time of the year, national dates or Special Occasions. It is true that the same can be done in a store placed in a mall but in a smaller way or manner.
You can make changes on the façade or storefront, you may change the display of merchandise in the show-window, your Front Banner and so on. All these are External Animation intended to bring the attention of people passing by the store and to bring originality and freshness to it.
Internal Animation
This type of Animation is the more flexible of course; you can make any changes inside your place, if these changes do not contravene the rules of the mall or the owner of the local, if that is the case.
There are various kinds of Internal Animation; some Animations can be classified in more than one type.
- Physical
This Animation Type includes the Gondola Headers, the Merchandise Islets, Product Piles, Decoration, Fixtures, Mannequins, Displays, Product Disposition, Lighting, POP and others. These days there is a lot of technology involved in bringing advertising to the Point Of Purchase. We can find small flat screens placed on the Gondolas, Sounds or Scents coming out of the Shelves when a Shopper passes in front of it. This all brings us to the next type of Internal Animation.
- Psychological and Sensorial
You can use the Human Senses to drive interest in a particular store area using for example scents, lighting, sounds, special effects, tasting and touching, music, videos, big posters to transmit the feeling of grandness or bright colors and waves to give the sense of dynamics or movement. All depends of what you want your Shopper to perceive being in your Store or Supermarket. When you Building Effects And Sensations in your Shoppers you may be able to calm them or make them stay in a Store Area longer. You can make them remember of some refreshing feeling and in need of fresh vegetables or Light Food or Drinks. You can promote Happy Emotions with family and friends sharing dinner or a picnic by the smell of BBQ or pool water.
Other Psychological ways to affect your Shoppers and their Shopping Behavior is by having Promotional Activities such as Product Discounts, Sweepstakes, Product Fairs, Anniversary Celebrations, and so on. All this Psychological and Sensorial Animations are intended to build Impulse Shopping, Brand Awareness, Shopper Loyalty, etc.
- Human Animation.
This is the Animation you use when you bring the Author of a Book to sign Autographs to readers. When you invite a celebrity to walk and shop in your store. Also, when you do some Product Tasting using Hostesses, when you use a clown to celebrate with the kids of the Shoppers and when you have an Entertainer announcing the offers you have and the specialty products that have a discount for this day. You can have an Expert Plumber, Painter or Mechanic explaining how to use some new product. You can make Cooking Courses or have Models on a Runway to show the newest clothing for the season.
Human Animation is very special and have a direct effect and attraction on your shoppers because is a more "living" type of animation, and shoppers can relate to it faster having quick sales results.
None of this Animation Types is better than the other. You need all of them and most of the times combined to get that great sensation of Good Shopping Experience in your Clientele.
The Store Layout as you know is the disposition of all the physical elements used to décor and to place/show the Merchandise. As I said before in this article, there are several reasons to change it and Animation is among them. Now, in the case of Supermarkets it is not very desirable to make changes in the Layout because many times your Shoppers can find this kind of change awkward or inconvenient. Usually a Shopper can say that the best thing of going to X Supermarket is because she or he is able to find every thing fast and with ease. When you make changes, these Shoppers will feel lost and some are even willing to move to another Supermarket.
So, to make significant changes in the Supermarket Layout you have to have good reasons and those reasons also need to respond to your Shoppers convenience.
In other stores, for example Fashion Stores, this is completely different. You need to make changes many times every year including the Decoration and colors of the walls. A Fashion Store that does not make these changes will be outdated and Shoppers will not feel that are getting the newest there is in market.
Going back to Supermarkets, some changes have to be made any ways in the Layout to keep it interesting to Shoppers. These changes will not be mayor changes unless some of the factors listed at the beginning of this article happen. Most of the times it is a good idea to have an especial area of the Supermarket in which you will be making Especial Decorations and Animations responding to Dates, Especial Events and Yearly Seasons. This way you will be bringing satisfaction to Shoppers in two ways, keeping the products where they will find them easily and also giving them the sensation of new, fresh and novelty. It is like saying "here what we do to make you feel well attended, look what is new, look at our beautiful store".
I suggest having this special area right when you come in the Supermarket. This way Shoppers will walk into it before going further in to the Supermarket. This area can be seen from the outside and may bring you new customers every once in a while. Decorations in this area should go by the hand with the External Animation too. Also all the promotion around the Supermarket needs to be congruent to these Animations.
There are some Supermarkets that are using the Vegetable and Fresh fruits area to make strong Animations. I have seen supermarkets also placing some of these products outside and close to the entrance in a way to attract Passing By Customers. The idea is to attract shoppers to pick up these victuals and go inside to pay for them. When the Shopper goes in, is going to walk through the Animation Zone containing other good Offers and Price Discounts that will make them do Impulse Shopping.
This is just one of the multiple ideas you can have to bring Animation to your Store. The idea is to keep looking and thinking of ways to bring freshness to your establishment and making feel good your Shoppers contributing to an excellent Shopping Experience.
Remember to visit my Blog and leave comments here and/or there. I personally prefer to get comments in my Blog because that way we can leave a better record of conversations and discussions about any topic.
Feel free also to make contact with me at: jleoguzman@yahoo.com or jleoguzman@gmail.com
About the Author
I am working for a mass consumer products manufacturer Leader in the Dominican Republic and also exporting to several countries including the USA. I work at the marketing department managing part of the Promotions and Trade Marketing of the Company.
Please accept my invitation to visit my blog about Merchandising and Trade Marketing there is one at http://trademarketing-flow.blogspot.com/ and another in Spanish at http://trademarketingflow-es.blogspot.com/ more about me at http://www.guru.com/freelancers/jleoguzman
