Workshop participants discussed how to enhance the effectiveness of a children's clothing store

23 / 02 / 2022

Anna Balandina, expert in visual merchandising and store design, founder of the VM Guru agency, magister at the rtEZ Academy, held the Workshop on How to Manage Customer Behaviour and Enhance the Effectiveness of a Children's Clothing Store within supporting programme of CJF Child and Junior Fashion 2022. Spring. She shared her secrets on how to make the 'came-saw-bought ' formula work.

Today, customers don't just want to come into a shop to buy something, they want to get emotion, get charged with the atmosphere and find their product on a subconscious level. All this, in the speaker's opinion, can be provided by the competent organisation of retail space and the presentation of goods in it, as well as by shop design created for the brand and its customers.

Anna Balandina spoke in detail about how to create an efficient children's clothing and goods shop, as well as about the rules of its layout, zoning and design trends.

"When planning a children's shop, it is important not just to create a beautiful design, but to take into account all the features of the presentation of the children's range. To make it easy for parents to shop there and to make it interesting and comfortable for children to be in the space," she said.

She pointed out three main levels of influence on customer behaviour in a shop. First of all, there is the emotional one, which draws the customer into the shop (the window display and the entrance area), the commercial one, which deals with the product (the product and its presentation) and the in-depth one, which deals with the commercial concept of the brand.

To capture the customer's attention and attract them into the shop, as the speaker pointed out, commercially-emotional shop windows, a well-thought-out concept of the entrance areas, a wide entrance to the shop and lighting of the shop window are required. The main trends in shop windows are 3D effects, an emphasis on colour and window dressing.

According to Anna Balandina, visual merchandising, which is a complex marketing tool, responsible for organising retail space and presentation of goods at the point of sale, is very important. Sales will depend on how the goods are presented and how well the zoning is done.

To help shoppers find the right product and make a choice, basic tools are needed, which include zoning the space, completing the presentation and working with the shop equipment.

"It's important not just to show shoppers that things fit together in the collection, but to directly assemble these sets of clothes in the hall, thereby making it easier to choose the product and increasing the complementarity index of the purchase. Maximum capacity does not mean maximum sales. If you fill the shop with goods, it won't sell effectively," summarises Anna Balandina.

Press Service, EXPOCENTRE AO