Hang Ten’s store locations cover most parts of Singapore and so provide it with good visibility and presence. As revealed by our prior research, what Hang Ten needs to do now is to ensure that its store elements, especially layout and product presentation, match its overall marketing programme.
Improving Store Layout:
Promotional products are prominently placed in Hang Ten stores, in a ‘bargain bin’ at the center of the stores. While this helps to push product sales, the store layout could be made more inviting and easy to navigate. The following sample store layout depicts a modern approach towards organizing the flow of the store such that it is more appealing to customers.
We also recommend a more experiential layout to be adopted to enhance customer experience about the Hang Ten brand and strengthen their imagery perceptions. In the following example, the creative store art and neat presentation of apparel could simultaneously stimulate customers' interest and ease their browsing.
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