The future of retail Store layout

In a world where e-commerce is the predominant method for Transactional shopping, the physical Store becomes the focus for the Relational - it’s the hub for brands and brand followers to meet.

With a few examples already scattered around the globe today, a huge shift that consumers should expect is the physical Store becoming more of a marketing experience, where customers can learn more about the brand and buy exclusive merchandise usually unavailable online.

With budgets shifting focus from IRL to an ever-growing digital, Stores must be able to become ‘content houses.’ To house such vast expectations, the open-plan layout we’ve all become accustomed to must be scrapped in favour of a curiosity-inducing multi-room design with elements such as hubs, meeting spaces, events, digital marketing, filming and photography more intrinsic to the store layout. Having already started implementing these fundamental differences, Northbanks’ clients are futureproofing their retail spaces and ensuring the greatest ROI.

Customers need exploration and curiosity to be truly immersed. The recent Anya Hinmarch multi-store takeover in Chelsea, London is a prime example of a brand understanding the evolving purpose of physical retail. The theatre of these recent pop-ups have not only increased sales, but created content and press coverage that spans much further than the fashionable streets of Chelsea. That same excitement, curiosity (and PR) could not have been achieved through a shopping centre style layout.

With huge investments being made to make online shopping more immersive, it stands to reason that IRL stores must make the same change. The future of retail is certainly this and to stay relevant brands must not be scared, but invest and adopt these changes.

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