CREATING NEW CUSTOMER EXPERIENCES THROUGH INTERIOR DESIGN Claire White, Specification Consultant, Antalis considers how the clever use of substrates can revitalise a retail environment.
It’s an exciting time in retail! Due to recent events, physical stores need to re-ignite their individuality, and in turn, their connection to their customers. Moving forward, precautionary measures and customer reassurance will need to continue, but adding brand identity and style back into stores is a breath of fresh air, which highlights their existence on the high street and provides a chance to show off something completely new and exciting for customers to experience.
Retailers have been given the opportunity to reflect and reconsider what their new future should incorporate. The overall ‘look and feel’ of physical stores will need to be reconsidered, together with integrated and contactless technology, but it is now a much wider opportunity to demonstrate an overall instore experience that provides a reason for customers to keep coming back. Consumers want to connect with brands, their views and what they stand for, so it’s now more important than ever to provide stores that reflect exactly that. Allowing opportunities to incorporate events, demonstrations, additional services and wider ranges are all fantastic ways to encourage a physical experience that online purchasing simply can’t provide. Of course, that’s not to say online is no longer important, it is! But, brands need to demonstrate the value of both online shopping and a physical need for stores in a seamless way, working together to offer a true brand experience. This has been demonstrated in the number of online retailers who are now opening brick and mortar stores to offer a ‘try before you buy’ culture for large household items and cosmetics. One of the most important new considerations for retail is around brand transparency of ethical issues. In the physical store this can be done creatively through their instore fit out, tone of voice and by demonstrating a complete and joined-up approach to everything they do.
Comfort and sustainability in retail design
