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SNEWS® Merchandising Hub Frequently Asked Questions

The most frequently asked merchandising questions
Over the years we’ve gotten a lot of merchandising and display questions. These are ones we hear most frequently. Feel free to ask us about your special merchandising challenges by clicking on our Want to talk? page.

Should I hire a design consultant to help me remodel my store?
How much does it cost to hire a store designer?
How much should I expect to spend on a store remodel?
What’s the fastest way to make my store look better?
What kind of signs should I use?
What colors should I paint my walls?
How big should dressing rooms be?
What’s the best design for a cash/wrap (check-out counter)?
What can I do to keep the sun from fading products in my windows?
Where should I put my aisles?

Should I hire a design consultant to help me remodel my store?
It’s a good idea. Design consultants offer services ranging from image audits to comprehensive design services and project management. They will save you money by ensuring you avoid buying inferior products and by negotiating better prices. They help you avoid being taken advantage of by contractors who may try to up-sell you (particularly those with a background in home construction). They will assess your visual merchandising, lighting, signage, fixture use, exterior image, product location and positioning and traffic flow. They will provide a detailed floor plan and make fixture placement recommendations as well as handle the project to completion if you like. When contracting with a firm, you’re buying their experience and knowledge of resources. They have leverage with suppliers that can speed delivery and save money.

How much does it cost to hire a store designer?
The fees start at $1,500 for the Image Audit and $14,000 to $25,000 for the design (stores under 6,000 sq. ft.) and project management phase. Commonly, design fees are paid 50% up front with two progress payments to follow. Image Audits usually require an up front fee payment. Most design firms will quote a fee based on the project. Make sure you ask about incidental expenses not covered by the project fee. These can include FedEx charges, consultant’s travel, blueprints, etc.

How much should I expect to spend on a store remodel?
The costs of renovation vary from locale to locale and dealer to dealer but you’ll find it hard to renovate for less than $800 a linear foot. Architects will quote a cost of $1,000-$2,000 a linear foot.

What’s the fastest way to make my store look better?
Add accent lighting. You can easily install it overnight. Track or recessed lighting fixtures provide accent lighting. They add drama to a store by creating visual interest, spotlight displays and highlight product on walls. It’s a fact that people are attracted to bright light and accent lighting gives off at least three times as much light as the general lighting.

What kind of signs should I use?
No hand-lettered signs unless they are produced by a professional. Signs created on a computer are fine but limited. If you want really creative signage, go to a sign shop and tell them what you need. Work out a sign replenishment strategy with the sign company to get new signs monthly and save money.

What colors should I paint my walls?
If your space is small, use light colors on all surfaces to make it seem larger. If the store is narrow and deep, use a darker color to bring the back wall forward. If the ceiling is high and crisscrossed by pipes, paint it out in a dark color. If, however, there is architectural interest in the ceiling like beams, play them up by painting the ceiling a light color for contrast. Today, stores are using strong colors on walls. Some are painting every wall a different color.

How big should dressing rooms be?
In 1992, the federal government passed the American Disabilities Act. This act protects the rights of the disabled. The law states that someone in a wheelchair must have enough space within a dressing room to make a wheelchair turn of 180 degrees freely without obstruction. That requires that the space be at least 5 feet square. In actuality, the dressing room must be closer to six to seven square feet or larger because of the additional requirement of a bench to be installed in the room.

What’s the best design for a cash/wrap (check-out counter)?
Cash/wraps in the middle of the store should consist of two L-shaped counters placed to form a square with an entrance on each side or a rounded U shape with a rectangular counter behind. If the counter is placed against the wall, place the main counter area with the POS machine facing out, leave 4-6 feet of space and place another counter against the wall to handle wrapping, storage and additional display space. The most convenient counters are two-tiered. They have a working counter from 34” to 38” high and a ledge 8” higher for convenient check writing. If your POS system takes up 18” or more you’ll want a counter at least six feet long. Eight feet will provide ample room for customer transactions, POS machinery and impulse displays.

What can I do to keep the sun from fading products in my windows?
It’s an age-old problem and one for which there’s not a good answer. Awnings can provide some sun protection as can tinted glass. But avoid any tinting that changes the color of the merchandise in the window. Try changing window displays often to combat fading and be aware that reds and greens fade the fastest.

Where should I put my aisles?
The type of aisles you create depends on the shape of your store. If it’s long and narrow, plan diagonal aisles that move customers in a zigzag movement from the front of the store to the back. If the store is shallow and wide, a racetrack configuration works best. Avoid a long central aisle, as products stocked on the walls don’t get customer attention.