Boost Sales with Customer-Friendly Layouts

Make the Entrance a “Decompression Zone”

Help customers transition from the outside world to your store’s archery world with a decompression zone. Depending on the store’s size, design experts recommend a 5- to 15-foot empty space inside the entryway door to help customers mentally shift gears. This space should be open, inviting, and free of signs, displays and products that could confuse or overwhelm customers. A decompression zone helps customers evaluate the store’s layout, focus their attention on shopping, and determine their next move.

Keep this area tidy, too. A well-maintained entryway makes a good first impression, but don’t stop there. Clean and organize your entire store to boost your brand’s appearance and create lifelong customers.

Place Merchandise Strategically

Research shows 90% of consumers turn right when entering stores. Marketing experts Rich Kizer and Georganne Bender said that’s because people shop how they drive. Retailers should create a “power wall” or aisle just right of the decompression zone. Fill this area with best-selling or premium promotion items to ensure customers see them. Seasonal items and sales fit there, too. Consider featuring recreational or competition gear in winter, bowfishing equipment in spring, 3D supplies in summer, and bowhunting products in fall.

Stash sales or clearance items in the back because most shoppers hunt for bargains. They’ll navigate to the section regardless, and browse along the way. If they find something else they like, they might buy it.

Don’t forsake female shoppers. Archery stores are usually male-dominated, but retailers must make female customers feel welcome. A Deakin University article describes men as “pragmatic shoppers.” They typically enter, get what they need and leave. Women, however, typically wander before buying. If you place women’s gear near the front, they’ll immediately start browsing, which usually boosts business. Consider rearranging your shop with females in mind. Male customers probably won’t notice, so no harm done. If you don’t have a ladies’ section, put trinkets and household items up front. Most women decorate their homes, and enjoy shopping for these items. Also hang signs that advertise ladies-only events or women’s shooting leagues to show you support female archers.

Don’t forget small, valuable items like broadheads, SD cards and range-finders, which tempt thieves. Place these items near the checkout so you and your employees can monitor them. In-store cameras and security systems also reduce thefts.