Initial Ideas Unfolded...

With  my last post in mind, thinking about my initial ideas for the interior of the shop, it became apparent that the whole 'shopping in your home' meant much much more than an interior scheme. Discovering that customers tend to spend more and keep enticed when their shopping experience is a journey, made me think that to make people spend more and to still be enthralled with the brand and products as they come to the end of the shopping experience, there needs to be a link to a journey or routine.

 

Therefor with the scheme that the team and I have chosen it will be easy to create a sense of direction as if moving through a house, and to take it further we could use the rooms of a house you would use when going through the motions of a morning or bedtime routine.

 

E.G:

 

Bedroom, Bathroom, Seating area (Dining area) etc...

Shop Phsycology

Researching what makes people buy when they are shopping was pretty repetitive. and some of which I see on a daily basis, working in retail myself. The main points that I found people have a lot of experience on is merchandising products, and what point of sale entices the customers into the store.

According to Brian Wansink, PhD, author of Marketing Nutrition (University of Illinois Press, 2007) placing the main products that you want to sell in the first two isles of your store (or at the front) is where customers are more likely to notice them, as people tend to walk more slowly around these areas, taking more notice of what is on display. Wansink also states that putting products together that compliment each other; like in most stores, makes people buy additional items.

 

E.G:

 

'For instance, if you want to sell a specific tortilla chip, put it next to salsa. Grocery stores in Denmark frequently use displays to promote two items—a primary and a secondary, such as salmon and a food that complements the fish.'

 

 

 

Therefor displaying items in the body shop need to be well thought out, they need to compliment each other and main products need to be placed in the  main landing zones of the shop.

 

Another article that I have read states that consumers tend to ignore anything that isn't in their path or in their eye line, and has come to the conclusion that IKEA stores tackle this in a fun and carefree way. By leading their customers on a journey through their store by a designated path, with only a few through ways along the journey. 

 

With this in mind when designing the layout of the Beverley body shop, although a small space, we need to make sure that a journey for our customers to shop through is created using clever marketing techniques and use of space.

 

http://newhope360.com/merchandising/using-consumer-psychology-your-store-influence-buying

 

http://mentallyfine.com/the-psychology-of-retail-display/

 

 

 



Initial Ideas for The Body Shop Intererior

These are some initial ideas for the shop interior:

The Body Shops Rivals...

As a group we have researched into The Body Shops rivals and have come to the conclusion that Lush is one of their main competitors. I have been assigned the task of researching for the interior design of a possible new look for the store. I looked at how Lush displayed their products (all in sections of types of products) and although piled high, looked awesome! I also thought about how other shops displayed their items, I like the way that Jack Wills shops are similar to walking around a house. I believe it makes you feel more relaxed while shopping and is a great atmosphere for introducing people to products as you would be picking up a product like you would at home.

 

 

The Body Shop History

I have also been doing some on going research into the history of the company. Some of my findings are below:

In 1985, in its first year as a public company, The Body Shop sponsor posters for Greenpeace. A year later, it creates an Environmental Projects Department of its own, while the first major window campaign for The Body Shop is "Save the Whale" with Greenpeace, in 1986.

 

In 1990 The Body Shop Foundation is established, a charity which funds human rights and environmental protection groups.

 

Campaign successes include the Against Animal Testing campaign. The campaign leads to a UK-wide ban on animal testing of cosmetic products and ingredients in November 1998, and the largest ever petition (four million signatures) being delivered to the European Commission in 1996.

 

In 2004 The Body Shop is the first global retailer to join the Board of the Roundtable for Sustainable Palm Oil, working with NGOs and plantations to protect tropical rainforests and improve the human rights of workers and indigenous people.

In 2006, as part of the on-going Stop Violence in the Home, The Body Shop creates a partnership with UNICEF and the United Nations Secretary-General’s Study on Violence Against Children, to conduct a study into the effects of domestic violence on children.

 

 

And of course there is so much more The Body Shop has achieved over the years, which is available on their website... this was just a taster!