First impressions count. The minute a customer walks into your store they start making buying decisions. Your store layout and your staff can help to personalize the experience and turn browsers into buyers.

An eye-catching window dressing may entice customers into your store but if you want to increase your retail sales, you’ll have to do a bit more work.

Know the path your customers take

If you’re new to retail sales, it is worth taking the time to examine the route that customers take through your store. Only when you understand how your customers move through your store and relate to your products can you truly layout your store for maximum sales.

Place popular and inexpensive items close to the door to invite customers in. Once a customer has an item in hand, they are more likely to buy additional products.

Put items such as magazines, newspapers and chocolates close to the till. Choose items that complement your store stock like scarves or beads in a dress shop or sewing accessories in a fabric store. Even if you tempt only a fraction of your customers with the till point products, you’ll increase your sales substantially.

Visual merchandising

Your store layout should go hand in hand with your visual merchandising. Make it easy for the customer to find what they are looking for. Visual signage that points the customer in the right direction could be the difference between them finding what they want or walking out empty-handed.

Create the right atmosphere

Ambient conditions like sound and smell can encourage people to browse around your store for longer, making it more likely that they will find something that they like. Make sure that the lighting in your store is bright and inviting. Lighting can create an experience and affect emotions.

Background music should match your product and create the type of atmosphere that invites customers to stay. If you sell food, the smell of bread or sweet spices can encourage spending. Perfumes and potpourri can do the same in others

Offline browsers often visit retail stores to get the one thing that they can’t experience online, the feel, touch and ambience of a brick-and-mortar store. Let your customers touch and hold your products. Offline shopping should be a tactile experience.

Make sure to stock up on your best-selling items

Make sure that you have stock of your best sellers. Nothing upsets profits more than running out of stock. You don’t have to include all sizes on the shelves. You can stock extra sizes in the store, placing a notice on the shelf about the availability of extra sizes.

If you do run out of stock, take the customer’s email address and inform them when the stock comes in.

Make the browser an offer they can’t refuse

The secret behind offering your customers real value lies in understanding their motivation. Get creative with your pricing strategies and make your customer an offer they can’t refuse. This goes beyond simple discounts. It may be bundled products, warranties, free deliveries or loyalty points.

Know your product

Today’s shoppers are informed. They do their homework and understand competing products and online prices. If shoppers come into your store to research products, you can impress them with your knowledge of the product and how it compares to other similar offerings.

Your employees must be properly trained so that they can also speak confidently about your products and your business. Your employees represent your brand so make sure that they make a good impression.

Encourage sustainable supply chains

Consumers are becoming increasingly aware of the need for environmentally friendly and sustainable products. Many will pay a premium for such products. It is in your interests to clean up your supply chain and to ensure that your customers are aware of your efforts in this regard. A strong commitment to ethical and sustainable products will appeal particularly to the younger generation.

Make progressive changes to grow your business

It is essential to measure the outcome of changes to your offering, layout or training interventions. Introduce one change at a time and measure and analyze the sales outcomes. Use this information to make progressive changes that increase your profits.