Customer and Retail Design

Leo van der Polder of Shop!

VM is framed in retail as a professional division of a business. It must be prepared for the needs of the market, and the customer journey and put a smile on customers’ faces. Use methods like neural, behavioural sciences and heatmapping to learn from customers. It also involves visual hierarchy, sight lines and placement of media.

It is part of the retail in-store design where it brings a brand proposition and customer insight together. It uses space management for the best use of space. The store has a mix of media with VM, tech, social media, signage, pop, promotions, fixtures and others. VM knows how to use ‘hot and cold spots’ in a store.

VM process starts with the brand and proposition combined with customer insights. Then develop an objective and approach to create a concept that includes media mix tactics and touchpoints. The design is finalised, built and executed. Finally, it is evaluated.

VM requires both sides of the brain, the emotional and rational. It is ‘physual’,- physical plus visual.