How accessible power can
make or break a sale
By creating a network of power distribution points throughout the space, there’s no limit to
where a retailer can position its lights, displays, cashpoints and even music systems
No matter how well you plan for the
launch of a new store or retail space,
unpredictable outside forces such as the
economy, current trends and even celebrity
endorsements can quickly make the next
big thing yesterday’s news.
A winning combination of prime location
and effective design - both inside and outside
the store - is only the first hurdle to bringing
in customers. The shoppers of today expect
a certain standard of experience, and this
includes facilities and technology.
However, a modern retail space can
only take advantage of now-commonplace
features such as card payments and free
Wifi if it has the appropriate power supply
in place. Innovative layouts can require
versatile and flexible power access, which is
where underfloor busbars can be invaluable.
By creating a network of power
distribution points throughout the space,
there’s no limit to where a retailer can
position its lights, displays, cashpoints and
even music systems.
Meeting consumer demands
Many retailers are starting to offer their
customers free wireless mobile phone charging
facilities. Usually a small pad or specially
equipped surface, on-site wireless chargers
remove the hassle of tangled wires and the
stress of finding an available plug socket.
28 JEWELLERY FOCUS
Research by manufacturers of ergonomics,
power solutions and cable management
systems CMD found that almost a fifth of
mobile phone users feel distracted when
they have a depleting battery but no access
to a charger. By meeting that need, a brand
or store could enhance its reputation and
garner more loyalty from its customers.
Providing a seamless experience
This lends itself to another modern retail
habit: mobile payments. Research suggests
that offering innovative new services
alongside traditional ones can positively
influence consumers’ intentions to buy,
while the added convenience of cashless
and cardless transactions gives tech-savvy
customers the ideal shopping scenario.
Providing flexible and accessible power
access—perhaps through wireless charging
units and smartphone payments—shows
customers that the business has considered
their needs. It might also persuade them
to spend more time in-store and make
additional purchases while there.
Competing with online retailers
Going head to head with e-commerce
businesses means high-street brands must
adapt their physical presence and learn to
negotiate the new retail environment. To
do this, the in-store experience should be
as convenient for customers as possible.
Businesses can use interactive devices which
allow shoppers to check stock availability
or organise home delivery, for example.
By factoring practical power access
into the store design, retailers invite
opportunities to use new technology to
break down the barriers between online
and offline shopping.
Simple ways to satisfy customers
The customer experience doesn’t start and
end at the point of sale. Power access not
only aids basic functions such as lighting,
but also allows businesses to put simple
and inexpensive measures in place to make
customers feel welcome:
Music
Strategically-placed
speakers
which
disperse appropriate music at a suitable
volume are a great way to create a brand-
friendly atmosphere and add to the store’s
‘personality’.
Temperature. Nobody likes to shop in
a sweat. Accessible cash desks. Customers
should always be able to identify where tills
are located. This means putting them in
places which are well-lit and have access to
all the power sockets they need.
By LampShopOnline
April 2019 | jewelleryfocus.co.uk