Article published in Wandsworth Chamber of Commerce magazine, Oct 2005.
Marketeers talk about the 4 P's - Product, Price, Place and Promotion, but the most often forgotten marketing element is Place. Locating your business near to its target audience is critical, but beyond that, how do you make the most of your space to attract customers into your business and to spend more?
Depending on the type of business you own, your space will have different priorities. Some businesses rely more on passing trade than others, and for them it is wise to use the exterior to reach out and entice customers inside. For many retailers, your shop window is key and should be presented clearly and attractively. Try to avoid clutter, keep things simple and invest in a freelance window dresser occasionally to ring the changes and keep the customers interested. Think about your signage and the way your premises are presented. How well does your business stand out?
Once you have done all you can to attract the customer from the outside, turn your thoughts to the interior of your premises. Good design of a commercial space takes account of the following factors:
Efficient use of space
This means planning every last square inch so that it is as productive as possible. In a restaurant, this would mean maximising the number of covers, and in a shop, it's display space to encourage shoppers to use the whole store and to spend more per visit.
For example plan a retail store around product categories:
Traffic builders - fast selling items that draw in most of your customer base
Image builders - products that fit the shop's image
Profit builders - high margin goods
Traffic builders should be located near the entrance and in the window to attract shoppers, but lead customers through towards profit builders. Image builders should be used for merchandising.
Display
Think about how your products should be displayed so that the customer can see your full range and be encouraged to make their purchase choices.
Effective use of space
The free flowing movement of staff/waiters around the space can have a real impact on how the product or service reaches the customer. For example, a meticulously planned bar or kitchen can improve productivity and quality of preparation.
Storage
Your business should look slick and presentable. If there are boxes of stock on the shopfloor or piles of food supplies sitting in your restaurant, you may need to plan better storage space.
Planning Regulations
Planning regulations can have an important impact on your business, eg disabled access is now a legal requirement in most premises.
Mood and atmosphere
Don't underestimate the importance of using decoration and lighting to enhance your customer appeal. Interior spaces can have a huge impact on the mood of both customers and staff.
Branding
Your business needs an identity. Your customers need to know what you are all about. Every element of your contact with your customers should reflect what you are trying to communicate about your business. Your interior space has a huge impact on your customers experience and expectations.
Durability
Finally, when choosing your fixtures and fittings, think about durability, care and maintenance. How will they look in a years time after wear and tear? Can you keep them clean? How easy will it be to maintain?
When the interior design of your premises incorporates all these elements, then you will have a commercial space that will really work for you, set you apart from your competition and attract a customer base that will keep coming back. Watch your business reap the benefits.
