Decorating sense: use these design tips to keep your store looking its best at all times—and your customers coming back for more - Checkout

Pool & Spa News, June 20, 2003 by Scottie Payne

Because of an extended billness over the last year, I found myself unable to do what I love best: store design. And in my absence, our store's look had stagnated.

Now back in the store on a regular basis, I have had the opportunity to look at it with a critical eye. If we were trying to make an impression on people, we had failed. Our store was no longer fun; it was only moderately clean, and I felt that we had lost our edge over our competitors.

As soon as I was able, I not only spent time rearranging and cleaning our store, but I also made a list of what I expected and how any employee could maintain the visual aspects of the store. These tips and suggestions were culled from that list:

* Plan ahead. Don't wait until June to decide what your windows will look like for the Fourth of July. Have your ideas for displays in place early in the season and write them down or draw pictures. The extra time will give you ample opportunity to gather the materials you want to use in your displays--and ease last-minute decorating dilemmas.

* Set a scene. Choose several high-traffic areas in the store and designate them for vignettes that give customers ideas on how they might use the products. Take the time to make your displays interesting and attractive. Try to feature "like" items or, at least, things that can be used together. For instance, instead of just adding simple place settings to the furniture, arrange the tables to look as if you're ready for a party. Add sunglasses and a T-shirt to a mannequin and display additional T-shirts in a basket next to it.

* Refresh the look frequently. As items sell, replace them or change the display entirely. You want to entice and surprise your customers every time they walk into the store. If they see the same items day in and day out--or encounter empty shelves--they'll quickly lose interest in your products.

* Emphasize the fun. Keep fun items near the front of the store. Don't let the "work" of pool or spa ownership be the first thing your customers see as they walk in your front door. Move parts and equipment to the back.

* Compare yourself with national retailers. Learn from them. Look at their catalogs and their Web sites. Photograph their windows. Study their stores. There is a wealth of knowledge in their approach to design and marketing. Keep their catalogs or advertisements on file so you'll have ideas at your fingertips ... then use them.

* Departmentalize. Even in a small store, it's easier for the customer to find something if all the chemical or grills are in one area.

* Shed some light on the subject. Lighting is crucial. It's expensive, but it is worth the money ... even if it has to be done in phases. Spotlight your hot sellers to attract even more attention. Mix up your lighting: Use a variety of lighting options to set the mood throughout the store. Most importantly, regardless of the kind of lighting you have, replace the bulbs as soon as they burn out. People DO notice.

* Update your fixtures. Don't keep the same store fixtures--shelving, display cases and the like--forever. If you can't replace them, at least paint them to give them a face lift. Look at fixtures in upscale stores for ideas.

* Clean your store, and clean it again. If necessary, make a list for your employees to follow each day. Today's consumer has access to nice stores everywhere, and they know what a polished store should look like. You want your customers to notice how clean your store is ... not write, "wash me" on your windows.

* Critique your store every day ... or several times a day. Don't get complacent. It's all right to evaluate your store design one day and tell yourself it looks great, but don't do it two days in a row! By the second day, you should notice a few changes that could be made: perhaps improving your current displays, cleaning and freshening up a few spas on the show floor or thinking of a new way to display a shipment that just arrived.

Payne, a member of NSPI's Retailers Council, is the co-owner of Jonesboro, Ark.-based Arkansas Pools & Spas--a charter member of the Retailers of Excellence program.