Transforming Retail: Chris Boswell on Store Layout and Customer Experience

Chris Boswell, product manager for American Sales, gets into the detail of turning retail space into something customers actually want to walk through. That starts with narrowing choices to combat analysis paralysis, and extends to building themed destinations inside the store rather than aisles of undifferentiated stock.

From there the conversation covers effective signage, strategic store layouts, and the discipline of sticking to your niche when the temptation is to expand the product line. Chris also addresses competing with online shopping, and where technology helps a physical store hold its edge.

The advice scales in both directions, whether the store in question is a chain or a single family-run shop.