In retail we are often told to make it easy for customers from the moment they step through the front door. The standard advice is to keep the shop decluttered so shoppers can walk straight to the counter or key destinations.
Sometimes, breaking these rules leads to better results. We recently spoke with a retailer who turned this concept on its head. About a metre and a half into their shop, they placed a wide table. This table acts as a physical barrier. To move further into the store, customers must walk around it to either the left or the right. Check out this new short video from us: https://youtu.be/17oIUvhNRmc
The power of the detour
By making it slightly “harder” to navigate the shop, this retailer achieved something remarkable. They started selling more products.
When shoppers are forced to step around an obstacle, they naturally look at where they are going. This simple action draws their eyes to the table. On it, the retailer places items that shoppers might not have noticed otherwise. By thoughtfully displaying products with appropriate adjacencies, the table has become a destination in itself.
Executing the strategy well
A barrier only works if it is attractive. In this case, the table is well-presented and fits the aesthetic of a smart, well-run shop. Customers do not see it as a nuisance. Instead, they see it as an engaging display of interesting products.
This approach challenges the idea that a shop must always have an easy, straight path. By creating a small detour, you give your customers a reason to slow down. You give them a chance to discover something new.
Trust your instincts
Standard retail advice has its place, but it is not always right for every business. If you go against the grain and focus on high-quality execution, you can create a unique shopping experience.
This shop created a tremendous success by simply placing a table near the front door. It encouraged interaction and increased spend. If your current layout feels a bit too predictable, it might be time to experiment. Try adding a strategic “barrier” and see how your customers respond. You might find that a little bit of friction leads to a lot more sales.
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