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Shoppers can be guided, informed, and prompted to purchase with the appropriate retail floor design.
director at ShopScience
Mark, thank you for sharing this article. I’ve certainly applied
vinyl call-out stickers to direct customers, but I agree that this
new studied trend of flooring-as-sales-impact is fascinating.
We’re seeing an increase in flooring being used as a communication tool in a way that’s more graphic. This helps the consumer
know where they need to stop—stop and do something there or something
special will happen.
experienced merchandising and marketing manager
It is true. You make tours by the floor. It is really important.
Thanks for sharing the information.
Ana Suarez-Pumariega Bretón
self-employed, i2 Renova Crea Integra
Not only does flooring have the ability to affect a consumer’s
purchasing decisions, it is also an extension of the retailer’s
brand, which many overlook. The floor is often underutilized
and looked upon as a cost instead of being a revenue generator. Yet everything that happens in a store happens on the floor, so there
are many ways the floor can help generate more revenue for the retailer.
Thanks for sharing.
director of consumer environments at Tarkett
I agree. I have used tools for years to direct shoppers to
where I want them to be—for example, to the top POS (Note:
Point of sale is not a cash till, but the point in time and place
where a purchase decision is made. A cash till is point of purchase.) The POS could feature this week’s special.
We also use another tool in conjunction with floor design—lighting.
I learned many years ago from a Swedish retail merchandiser that suspended luminaires carry the eye to the destination as well as the floor,
especially if the floor is cluttered. So Mark, make sure the design you use
on the floor is strong but subliminal, just as lighting is.
John B. Foreman
managing director at Foreman & Co. and
head of commercial development at James Law Realty
Flooring climbs up the wall at Fetta Panini in Toronto’s Pearson airport,
drawing customers’ eyes to merchandise on the shelf.
Can it boost foot traffic?
Mark Fletcher posts a report from sourceable.net that suggests it can.
While lighting and point-of-sale storage solutions are highly important in the retail environment,
floors are now being given a closer look, and are being used as a vehicle for potential sales. Research
suggests that flooring has the ability to affect a consumer’s purchasing decisions, the report notes.
Tarkett recently hosted a webinar, “Flooring as a Revenue Generator:
Bringing Real Value to Your Retail Client.” The event featured a panel
discussion moderated by Kevin Tierney, with experts from Tarkett,
Bergmeyer Associates, and
Retail Environments. Panelists
discussed challenges, trends,
branding, and other aspects
of flooring in retail spaces.
See the archived presentation