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How to prevent common store design mistakes that can make your customers less likely to buy.

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The Store Transition

I believe the term "decompression zone" was coined by Paco Underhill. The zone he identifies is the transition area between the sidewalk, mall, or parking lot and the store proper. I would also suggest that in a large store there could be more than one decompression zone as the shopper passes from one distinct department to another. It is important that a store designer pay particular attention to these transition zones or decompression zones. The most successful transitions do not stress the shopper but rather entice and embrace the shopper. Just the right amount of "psychological design love" is required. If too much attention is directed at the shopper and potential buyer, such as an overly aggressive salesperson, the shopper may feel uncomfortable and leave. Also, if the shopper is faced with a confusing visual array, no matter how exciting, the shopper may become confused and disoriented. It's best to provide a psychological toehold when they enter the "zone." Provide some kind of display which is intriguing and yet uncomplicated. Give them the opportunity to understand the store's display, merchandising, circulation and purchase/sale methodology. This zone is where the "store" is sold rather than the "product." While a well-designed storefront can draw the customer into the store, whether that person proceeds to the next level or not, depends on a successfully designed transition zone. Product, displays, and architecture in that introductory zone should allow the customer to decide to move further into the store experience.

As much as the Apple stores were greeted with applause from a design standpoint when first introduced. Their method of the store operation is not self-evident from the outside or within the "zone." To a new shopper, it might be confusing. Shoppers must be assigned a knowledgeable salesperson to explain the products and to make the sale. Certainly, there is a museum quality to the store which permits the shopper to acclimate themselves, but they could become confused as they might believe that everyone else in the store appears to "get it" while they don't. The Apple stores, considering their distinctive products and loyal customer base, are more destination oriented than shopper oriented, and they are more exclusive than inclusive. While the atmosphere is less tense than is found in the typical car dealership, it is still somewhat intimidating to the shopper unaware of the process.

Destination or not, almost every store attempts to up-sell and sell accessory items. Selling product, beyond the question of price, requires the shopper's resistance and uncertainty to be removed. The important thing is that the customer is comfortable at all times. The transition or decompression zone is the most important experience for the shopper. It is the greeting, explanation, and an invitation to the store experience.

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