Retail design is a creative endeavor that brings together expertise in architecture and interior design. It also includes graphic design elements, product displays, functionality, and point-of-sale advertisements.
The retail design arena offers a wide variety of options, but to be successful, spaces must be designed in ways that promote a hassle-free and enjoyable shopping experience for the consumer.
The space you create displays not only the product(s) you’re trying to sell, but the consumer’s perspective.
A positive user experience builds a positive brand perception, which turns consumers into repeat and loyal customers.
The design of your retail space also attracts consumers and allows them to discover your brand.
While it is true that superior sales staff influence customers’ buying power, the retail space (and the experience it provides) should be considered an important member of the sales force.
Here are 8 design tips for creating a positive customer experience through retail design.
gravity
It’s all about first impressions, how does a consumer approach your space?
With the endless number of options available, your retail space must capture their attention.
incentivize
The color, pattern and texture of interior finishes, graphics and merchandise displays should spark curiosity as you move through the space, escaping monotony and sparking interest.
Create a clear point of view
What message are you trying to send to your customers?
This is the opportunity to tell your story and express what makes you different. One of Apple’s early slogans was “Simplicity is the ultimate sophistication.”
This message remains consistent in its brand and retail locations today.
Be unique
Make a statement and stand out from your competition, “express yourself” and your brand throughout your retail space.
Virgin Money has created a completely new customer experience in UK retail banking, introducing the Virgin Money Lounge.
The design was entirely focused on the customer experience, changing a routine visit to the bank into a relaxing café-like experience with free Wi-Fi… a financial spa!
Be consistent
Now that you have a point – your brand and market it!
Be consistent with your themes and message, down to the smallest detail. The more consistent your message is, the better your brand will be.
Design with a purpose
Trading and flow should be easy, exciting and encourage you to make a sale, and you should not lose the functionality of the space.
The ease with which one moves through space should also be a priority. It is assumed that the longer someone wanders around your site, the more they spend.
So incorporate eye-catching design elements throughout your space to encourage movement.
Connect and share
Create a welcoming and comfortable environment, no matter the style. Invest in community engagement and campaigns to connect your business with the local community.
Community chalk boards, social media, and community events are great ways to get out and be seen.
The more you interact with the community around you, the more support you will get from the local population.
And Cincinnati Whole Foods is doing a great job with its events that invite the local community to experience their space.
They host events almost daily – salsa making contests, cooking demonstrations, sampling from local vendors, etc.,
Which not only draws people into their space, but also engages them and encourages them to try the product.
Focus on the big picture
Don’t lose sight of the overall experience, what do you want your customer to feel when they leave your space?
You create a space where you and your customers want to be, back it up with a great product and service and you’ll keep customers coming back…and bringing friends.
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