When shoppers come into a store, the goal is for them to have the best shopping experience possible, with the best possible outcome — shopping and purchasing what is offered, then repeatedly returning to shop. However, how can stores know if they are luring shoppers in or turning them off from coming back for more?
Enter: The Transition Zone — consider it similar to an inviting entryway of a home or even the concessions at a movie theater. The Transition Zone is the place where customers are prepared for not only what they will experience throughout the rest of the store but influences customer behavior to prepare them to shop the store.
What Is the Transition Zone?
The Transition Zone, sometimes referred to as ‘the landing strip’ or ‘decompression zone’, is the space located just inside the door as customers walk in. The term was first coined by Paco Underhill, in his national bestseller, “Why We Buy, The Science Of Shopping.” Although it’s often overlooked and tends to not be a very effective selling space, it’s a critical element of the shopping experience, nonetheless.
The Transition Zone area allows shoppers to “orient” themselves and is where a customer gets physically and mentally adjusted to the idea that they are in a particular store. It’s where they stop to see which way they might go. Usually, there are shopping carts, welcome signs, sale items or sales ads in this area, but not much else, because customers aren’t yet ready to focus on the shopping experience as a whole.
The majority of shoppers dash into their favorite stores with a preconceived purpose in mind; a reason for being there. The adrenaline and excitement of shopping will initially make it hard to adjust to a slower shopping pace, and any product or item they see during the transition zone will most likely be irrelevant. Although these same products may have a different effect if they’re placed even ten feet further into the store. Think about it: a customer walks in through the doors of a store, coming from the heat or cold, their senses are already on edge, and they’re blasted with smells and an array of products right off the bat. All they want to do is get what they came for and leave — so they begin to map out what direction is best to get the items needed quickly and efficiently. Once they’re through the initial shock of coming into the store and have found their bearings, the customer is more likely to browse other items they didn’t necessarily come for, especially if they’re placed further into the transition zone.
Why Use Transition Zones?
It takes a while for shoppers to adjust to the pace and environment of each store whether they are hurrying from store to store or simply just browsing. It’s rare to see people picking up items and noticing all the merchandise around them when they first enter because when people enter a store they’re making subconscious adjustments. Their eyes are adjusting to the light, they’re processing the smells and sounds, noticing if the store is hot or cold, busy or quiet all while examining the store layout. It’s actually a lot to process — it’s as if they are not really “there” until they’ve crossed the transition zone, slowed down and prepared themselves to shop.
By displaying eye-catching new items at the front of the store, retailers can draw shoppers past the transition zone and into the store as they scan with their peripheral vision. However, don’t expect shoppers to pick them up right away. Shoppers are way more likely to pick these items up for further consideration as they have transitioned into the move and groove of the store atmosphere and are physically ready to shop.
Take Target® stores, for example, their transition zone includes shopping carts, sale ads and a “dollar spot” where they feature seasonal items, gift ideas, small decor pieces, small toys and other miscellaneous items that people can quickly browse and grab. These items don’t require any major decision-making when shoppers are impulse buying. Many Target® stores also feature Starbucks coffee shops at the front of the store, so customers can smell the fresh coffee as they walk in the door. This helps invite and welcome customers to enjoy coffee and light shopping before they tackle their actual shopping list.
Implementing Transition Zones
The transition zone can be used to “nudge” customers along so they’ll physically be more ready to shop. This works by engaging them in the shopping experience first.
Our best tips to optimize the transition zone to create a better shopping experience, influence customer behavior and generate better sales:
- Put discounts at the front of the store.
To stop shoppers as they come in, display deeply discounted or promotional items at the front of the store. Although shoppers may not want these items, this tactic will increase the chance that they’ll come deeper into your store to browse other items. - Welcome customers.
To help customers relax and be ready to shop, have someone
at the front greet shoppers with a warm smile. This helps to calm their mind and puts them in the mood to shop. - Place big sellers in the middle.
In the middle to back of the store, place items with the highest gross margin or the items that are desired to sell the most. It would be off-putting if they were presented upon first entering the store because these items typically have a higher price tag. - Offer something helpful.
Offer a coupon, basket or store map when they enter. This helps to slow shoppers down and adjust to the store atmosphere. Special promotions or big discounts should be introduced here to make them more receptive and excited to shop. - Extend the transition zone outside the store.
Why wait until shoppers are in the store to start the transition process? Big eye-catching displays — such as window displays, outdoor equipment and flower displays, as well as scents and smells, like Lush bath bombs — can be used outside the store to attract customers to come inside. This way by the time they enter the store they already have a feel for the store, are better oriented and are ready to shop. - For smaller stores keep the transition zone as small as possible.
Space is at a premium for smaller stores, so a smaller transition zone is better. One way to achieve this is to have a large horizontal display that acts as a barrier but doesn’t obstruct the view across the store. This helps to slow shoppers down sooner and gives them time to take in the layout and decide where they want to go next. - Create a neutral transition zone.
Make sure the entryway isn’t crowded with baskets, flyers or jammed with displays. First-time shoppers need a bit of neutral space in order to decide where they want to go next. Most shoppers entering a store at normal walking speed will simply not notice or read signs and merchandise displays that instantly crowd them the minute they step through the door. Rather than waste the space with a cluttered front entrance that has little chance of being noticed it’s better to create an effective transition zone.
Overall, transition zones are an essential part of the shopper experience. They create space for shoppers to get into their comfort zone upon entering a store and prepare them for a good shopping experience. Not only will an effective transition zone create repeat shoppers, but it will ultimately improve overall sales.
Want to learn more about optimizing the shopping experience?
Download our Executive Guide to Shopper Insights.
