We left off our Buyer Journey collection at Touchpoint 5: Non-public Session Areas. Your personal dispensary might not have want for personal session areas, however I’ll guess you $420 your dispensary does have a retail area, and thus we’ve arrived at Touchpoint 6: The Showroom.
The Showroom is the confluence of your retailer’s design. House planning, branding, visible merchandising, and customer support come collectively to sculpt the retail expertise within the showroom. There may be a lot to consider on this space, on this second of the shopper journey.
- Is it simple for purchasers and your staff to navigate the area?
- Can they discover the merchandise they’re in search of?
- Are your product shows engaging?
- Is product info and pricing properly marked and simple to learn?
- Are there alternatives to teach or entertain the shoppers?
- Is employees attentive and useful?
The peak of the joy and coronary heart of the expertise is on this second. Listed below are 5 methods to make this a memorable and worthwhile touchpoint.
Model, model, model
We are able to’t emphasize the significance of your model sufficient. It’s the frequent thread from one touchpoint to the following. It’s important on your model to be communicated constantly throughout touchpoints to bolster your message and your mission. Within the Showroom, all the pieces from lighting and music to wayfinding, visible presentation, and the checkout course of are alternatives to bolster your model.
Identical to the foyer/check-in, it’s worthwhile to create a decompression zone within the showroom. Loads has been occurring alongside the journey up to now, and prospects are lastly arriving within the long-awaited vacation spot. Give them a minute to take all of it in. Allow them to breathe in your model. Wow them by setting the stage and making a temper. No product simply but, allow them to take a breath, get engrossed and orient themselves. Use lighting, music, and customer support to make each buyer really feel like they’ve actually “arrived.”
The showroom area plan is important to the success of the purchasing expertise. Ample area must be supplied between fixtures to permit prospects to stroll round, discover, and bend over if wanted. You don’t wish to have to beat the “butt-brush” impact described by Why We Purchase guru Paco Underhill. Folks don’t wish to be by accident touched from behind, and if it occurs, your gross sales will undergo. So, can prospects circulate simply by the area? And may your employees too? It’s essential to take into account the site visitors patterns of consumers and staff. Be certain to plan in loads of area to maneuver, stand, seek the advice of, look, soak up, browse, and purchase.
Talking of site visitors management, the place do your prospects go when they’re able to check-out? Is it well-marked or intuitively deliberate into the wayfinding technique? And, if a line develops, the place does it go and does it or does it not really feel just like the DMV line? Actually take into consideration the check-out course of and the way prospects queue. You don’t need folks ready in line to disrupt the looking and energetic purchasing course of.
Your folks matter
Whereas a well-designed showroom is crucial for profitable purchasing, it is also necessary for worker satisfaction. You wish to create a fascinating work surroundings. Design can help worker attraction and retention. It may play a key position in worker happiness. And pleased staff create a extra optimistic and memorable buyer journey. However most significantly, good design makes them higher salespeople and consultants. When merchandise are correctly organized alongside the shopper journey, when the shows and fixtures are simple to entry and function, when info is positioned in all the suitable locations, your good salespeople are given the instruments they must be distinctive.
Deliberate for change
A profitable showroom is a versatile and adaptable showroom. Are you able to adapt your retailer format to help new merchandise, featured shows, or promotions? It’s essential to react to fluctuations in your market, seasonal and vacation updates, in addition to altering rules. Your fixtures and your employees ought to be versatile and adaptable. With a strategic area plan, fastidiously thought of fixture designs, and modular visible merchandising parts, your workforce can shortly and effectively rearrange the showroom with out pointless downtime and interrupted gross sales.
You probably have created a well-branded and choreographed showroom expertise, then you might have your prospects precisely the place you need them…able to make a purchase order. You’ve educated and entertained them and guided them on their purchasing journey—they’re engaged and able to purchase. Keep tuned for Touchpoint:7: Level of Sale and Touchpoint 8: Order Achievement, once we inform you the right way to be sure to seal the deal.
Acquired a design query for Megan? Submit it and he or she’ll reply in a future column.
A disruptor, innovator, and entrepreneur, Megan Stone is the grand dame of dispensary design. As founder and proprietor of The Excessive Street Design Studio, she has helped arm cannabis retailers with the ability of design to fight stigma, overcome stereotypes, and reinvent folks’s perceptions of cannabis and its customers. Her unprecedented work has helped usher dispensaries onto Essential Avenue and into the mainstream and has ceaselessly modified the worldwide dialog in regards to the retailing of “vice.” Her work has been lauded for altering ideas, emotions and behaviors worldwide, blazing a path and incomes awards and commendations for design excellence alongside the way in which. She is a frequent speaker and contributing editor in each the cannabis and retail design industries. Within the fall of 2018, she’s going to add “dispensary proprietor” to her rising listing of credentials as she embarks on a partnership to open a cannabis boutique in Palm Desert, California.