Women have distinct shopping habits that differ from men. To a woman, shopping is a wholesome experience that carries with it a great deal of emotional attachment (Underhill 107). They tend to view the shopping experience as a key part of the quality of their lives. This is because what they acquire influences their self-perception. If they like the shopping experience, they tend to enjoy having the item more. This is why a shop that intends to sell shoes must have the whole buying experience in mind especially if the target market is women (Rothkopf 57). Younger women in particular tend to be very particular about where they buy their products.
The store design has four key design considerations meant to facilitate the buying experience of the customers. The first one is the window display. Any one passing outside the storefront sees the shoes displayed. In this place, the shop will display only the best shoes that young women will find attractive. This will ensure that the shop attracts the target audience. In addition, the area will provide the best place to advertise items on offer. Its clear glass walls will make it possible for potential customers to see right into the shop. The shoe display inside the shop offers maximum viewing possibilities while utilizing minimal space. The round shape provides a full circle display that would have required a long shelf to achieve the same display size. It also makes the shop appear spacious and uncluttered.
The second items in the layout of the store are the mirrors. All women like to see how they will appear in a new pair of shoes. While men tend to worry more about comfort and fitness for purpose when buying shoes, women first care about appearance. Younger women care about it even more. This is why the store has four three way mirrors to make it easy for potential customers to see how they will look in the new shoes.
The arrangement of the benches and the chairs in the store makes it easy for the customers to try on the shoes. Every display unit has a bench close enough to make the experience seamless. The idea is to make it possible for the customer to move only slightly before they find a comfortable place to sit and try on the new pair.
It was deliberate to have the sale table and the cash registers at the far end of the shop. The reason for this was to maximize the display areas next to the door. If the sale table were set next to the door, the window display would not serve its purpose. From outside, customers would be seeing the back of the shop attendant, which is not very welcoming. With the current design, the shop attendants see the customers as they come in hence the customers gets the feeling that the store was ready for their arrival (Michman and Mazee 100). The overall shop design will ensure that women looking for shoes feel comfortable buying from the shop. It has features that will ensure that their experience in the shop is uninhibited and seamless. It anticipates their needs and it attempts to meet them.
Michman, Ronald D and Edward M Mazee. Specialty Retailers: Marketing Triumphs and Blunders. Westport CT: Greenwood Publishing Group, 2001.
Rothkopf, Maximilian. Innovation in Commoditized Service Industries: An Emperical Case Study. Berlin: Verlag, 2009.
Underhill, Paco. Why We buy: The Science of Shopping. New York, NY: Simon and Schuster, 2000.