09 Dic

Come Allestire ed Arredare un Negozio?

In: Blog, Consigli, News

articoli-sportiviCome allestire ed arredare un negozio?

Il commercio moderno ricorre alle tecniche del merchandising, cioè all’insieme delle attività che vengono sviluppate nei punti vendita al fine di evidenziare i prodotti e favorirne la vendibilità.
Il merchandising è: ripartizione dello spazio di vendita, organizzazione delle aree espositive, gestione dell’offerta merceologica e disposizione mirata dei prodotti.

Ogni settore merceologico richiede considerazioni e interventi specifici, in quanto ad esempio è impensabile utilizzare gli stessi parametri di merchandising per le cartolerie e per i negozi di gastronomia.
Il negozio va arredato con gusto, armonia, in modo caldo e accogliente: occorre creare un’atmosfera rilassata e tranquilla in modo che il cliente si senta un po’ come a casa sua.

Per esporre nel modo corretto, occorre seguire le regole del category management: si tratta di una tecnica di vendita che prevede l’esposizione della merce seguendo un filo logico, dettato dalla funzionalità. Il cliente deve essere messo nelle condizioni di seguire un percorso di visita del punto vendita che gli evidenzi l’utilità e l’assortimento della merce esposta.
Mai dimenticare che una buona illuminazione consente una buona visibilità dei prodotti. E’ necessario infatti che all’interno del negozio non si crei alcuna zona d’ombra nelle aree espositive.
Un errore da evitare riguarda la non corrispondenza tra l’immagine trasmessa dall’insegna e dall’allestimento della vetrina e ciò che, poi, il cliente troverà all’interno del negozio in merito alla qualità e all’assortimento dei prodotti. Un punto vendita che investe molto sulla qualità della propria vetrina, sull’insegna e, magari, su una campagna promozionale riesce ad attirare una certa attenzione e un numero importante di visite da parte di clienti potenziali.
Ma, attenzione: se poi, una volta che i clienti accedono al punto vendita, notano merce disposta alla rinfusa, un’illuminazione scadente, una freddezza globale dell’ambiente, non faranno altro, nel giro di pochi minuti, che uscire alla svelta con il giurato proposito di non farvi più ritorno.
Spesso, si è rivelato un elemento vincente il predisporre dei corners particolari all’interno del punto vendita. Alcuni corners sono destinati a creare una sorta di salottini in cui il personale del negozio può illustrare le caratteristiche di un prodotto al cliente, il quale può in tutta rilassatezza ascoltare e soprattutto porre quesiti (personalizzazione del contatto): insomma, si tratta di spazi comodi, dove i clienti possono sedersi per meglio valutare con calma queli prodotti acquistare (qui, in ogni caso, dipende dalle dimensioni del negozio).
Altri corners, invece, sono riservati più nello specifico all’esposizione di merce che segue un motivo trainante e suggestivo: l’angolo delle specialità alimentari d.o.c. (per i negozi gastronomici), l’angolo del mobile in sile coloniale (per i negozi di arredamento), l’angolo delle stampe a tema (per le cartolerie), etc.
Anche le scelte cromatiche sono importanti. Non solo si deve optare per colori che aiutino a marcare la luminosità del punto vendita, ma è bene legare la scelta dei colori alla tipologia dei prodotti: per esempio, in un negozio di abbigliamento per il tempo libero, è bene utilizzare i colori tipici della vita all’aria aperta, quale il verde (natura), il giallo (il sole) e l’azzurro (cielo e acqua).
In una boutique gastronomica, è una scelta estremamente coerente arredare le mura interne con stampe a colori che richiamano le zone di origine dei prodotti: la montagna, l’azienda agricola in collina e via dicendo.
Occorre seguire con attenzione i gusti dei propri targets di riferimento e le novità che riescono ad attrarre la loro attenzione, ma, soprattutto, occorre puntare (decisamente) sulla coerenza tra ciò che si trasmette come immagine all’esterno e ciò che effettivamente si offre all’interno del punto vendita. Distinguere il proprio punto vendita significa personalizzarlo, dargli una chiara e specifica identità, costruire all’interno un ambiente accogliente e suggestivo, disporvi i prodotti seguendo un nesso logico: nella fase di allestimento, occorre mettersi nei panni del cliente, anticipandone aspettative e desideri.

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