Presentation 10 - History of Interior Design by History of Interior Design

Evolution of Retail Typology L10 | Introduction to Retail Design

IR 2613: HISTORY OF INTERIOR DESIGN

Tutor: Amal Shah | Sem 3 | Monsoon 2020 Faculty of Design, CEPT University

Theory of Retail Design What is Retail ? The sale of goods to the public in relatively small quantities for use or consumption rather than for resale.

Retailing is the business where an organization directly sells its products and services to an end consumer and this is personal use. By deďŹ nition whenever an organization be it s manufacturing or a wholesaler sells directly to the end consumer it is actually operating in the Retail space The Retail process from manufacturers to consumers

Theory of Retail Design What is Retail typology ? Retail typology is any space which sells goods to the public. Stores, boutiques, markets, malls, etc are egs.

Retail design for Retail Typology encompasses a wide range of sub specialities. Retail: includes malls and shopping centres, department stores, speciality stores, visual merchandising and showrooms. The Building typology where the function of retailing happens is Retail Typology

History of Retail in 100 Objects

Overview of History of Retail 800 BC| AGORA, GREECE

300 BCE | COINAGE

Barter was the most common way of exchanging goods. Trade really began with luxury goods and rich people buying jewels, spices, and precious silks at large fairs.

900 AD | MARKET CROSS

The market cross is often the oldest building in a town, and many have survived in their original state. It marks the central point where trading has been earned on for centuries.

Overview of History of Retail 1000 AD | MARKETS & STALLS

1200 AD SHOP & SHOPKEEPERS

1300 AD | MARKET CROSS

We ﬁnd that the stock of a wealthy mercer, or seller of silk and woollen materials in 1300 included belts, gloves, leather purses, needle cases, cloth, silk, ﬂannel and silk purses and leather girdles.

Overview of History of Retail 1400 AD | MARKETS

1500 | SPECIALITY SHOPS

1500 AD | SHOPPING We ďŹ nd that the stock of a wealthy mercer, or seller of silk and woollen materials in 1300 included belts, gloves, leather purses, needle cases, cloth, silk, ďŹ&#x201A;annel and silk purses and leather girdles. Chaucer's were dealers in leather goods. Embroiderers sold fur and lambskins, leather, gloves, wool, white leather, and amongst other things we read of Verdigris, and quicksilver, fringes and decorations, painted glass and 'horse furniture'.

Overview of History of Retail 1400 AD | MARKETS

1500 | SPECIALITY SHOPS

1500 AD | SHOPPING There were wine, spices, sugar, rice, almonds and dried fruits, mustard seed, and vinegar, ginger and fennel . (Pepper was already popular although obtainable mainly in London). But these were not the only things to buy at grocery' shops. You might also go there to buy a piece of cloth or some wax. Many grocers also sold medicines; Herbal medicine shops did not exist until the sixteenth century. Everyone shared all branches of trade. You might ďŹ nd a craftsman selling barley to a draper ; or a mercer selling metals as well as his fabrics.

Overview of History of Retail The Rise of the Shopkeeper 1400-1700

It was not until the end of the 1600s that it became common for the customers actually to enter the shop. In fact it was not only customary for the customer to be served in the street; it was also usual for the shop-man to go out and look for customers. The shopkeeper went round the streets, telling people what he had to seller.

Overview of History of Retail The Rise of the Shopkeeper 1400-1700

Gradually, there grew up a new class of people, shop keepers, who did not make goods at all, who had no connection with production, but who merely sold other people's goods. There were then three distinct classes of people in trade. By the seventeenth century, shopkeepers had ďŹ tted their standing-shops with small panes of glass.

Overview of History of Retail The Rise of the Shopkeeper 1400-1700

Shopkeepers were allowed to have a 2-Â˝ feet board projecting from the fronts of their shops into the street. This served as a counter. It was stipulated by law that the roof or cover of the shop must be nine feet above the ground, to permit the horses and carts to pass along the street. Chairs were scarce until the 17th century, and actually began as the sides and backs of chests, extended to form an arm or back rest. At the beginning of the 15th century, there were wooden bowls, cups of cows' horn and wooden spoons. By the 18th century there was tableware and kitchenware of pewter. There were cutlers' shops, wig shops and booksellers. 11

Overview of History of Retail CENTRALISED SHOPPING 1700s

The Royal Exchange But in the midst of the commercial chaos, there was one attempt at planning. Sir Thomas Gresham built the Royal Exchange in 1568 for foreign merchants, to make London an international financial centre. He built a courtyard, and small shops around it were rented to the merchants. No traffic passed through-the first example of a shopping precinct which was not to be copied for nearly four centuries. It was also the first example of lock-up shops, built specifically for that purpose.

Overview of History of Retail SHOPPING 1800s

The Industrial Revolution produced vast changes in shops and shopping. Firstly, with a growing variety of goods being made, the shopkeeper now could choose what he would sell. Secondly, he could now buy in much larger quantities. Instead of buying one dress, or a pair of shoes, or a set of crockery, he could buy as many as he wished. A trade mark is a symbol or words attached to goods for the purpose of distinguishing them from similar goods of other traders. English trade-mark law began in the early nineteenth century.

Thirdly, he no longer had to wait for the ďŹ nished article to come from the craftsman. He could expect the goods to arrive at a certain time.

Overview of History of Retail SHOPPING 1800s How did industrial revolution affect the customer?

the new things appearing in the shops delighted people. They looked with wonder at the machine-made goods, many of which they could now afford to buy. It was even possible to order exact copies of things they saw. There was the disadvantage that for many years machine-made goods were inferior in quality, but this was less important than their novelty. Early Staffordshire pottery. The Potteries is the name given to the six towns comprising the city of Stoke-on-Trent. Here the world famous pottery and porcelain bas been manufactured since the eighteenth century.

Overview of History of Retail SHOPPING 1800s SHOP FRONT AND SIGNS

In the middle of the eighteenth-century plate glass began to be used for windows and then bow windows became common with panes of glass about a foot square. All the goods were wrapped in parcels and boxes, which had to be taken down and opened up and packed again, when a customer came for a particular article. This eighteenth-century shop front is the predecessor of the large shopÂˇ window. The small leaded lights or Elizabethan times have been replaced by panes large enough to see through, but still giving little opportunity for the display of goods. But the design is pleasant and harmonious in itself. 15

Overview of History of Retail SHOPPING 1800s SHOP FRONT AND SIGNS an Act of Parliament decided that all the signs must be removed as it was no longer possible to pass along the streets.

Overview of History of Retail SHOPPING 1800s FASHION AND LUXURY The invention of the ďŹ&#x201A;ying shuttle and later the spinning Jenny enabled the weavers to double their output of cotton. With the greater abundance of materials people began to take an interest in fashion. The increasing prosperity of the country and the growth in trade (exports rose ďŹ vefold from 1720 to the end of the century) meant that more people had more money to spend on comparative luxuries.

Overview of History of Retail SHOPPING 1800s SHOPKEEPERS AND ASSISTANTS

Overview of History of Retail SHOPPING 1800s INTERIOR LAYOUTS AND LIGHTING

Overview of History of Retail SHOPPING 1850s

A trade mark is a symbol or words attached to goods for the purpose of distinguishing them from similar goods of other traders. English trade-mark law began in the early nineteenth century.

Specialists There was a great increase, too, in specialist's shops. Until this period many shops had really been little department stores, each selling a large variety of goods. It was now necessary to specialise in order to know or try to remember the prices and qualities of the many kinds of goods.) Cleanliness was recommended and the dusting of counters, scales and measures. They were advised not to wipe the counter with their aprons, scales should be kept bright and free from Verdigris, and 'such ďŹ lthy practices as chewing a cork before putting it into a bottle' were discouraged.

Overview of History of Retail SHOPPING 1850s SPECIALISATION

You could be certain in Victorian times that the milk was fresh. The cow stood in the back of the dairy and the milk was served from churns. There were no milk bottles. Customers took a jug to be served.

Overview of History of Retail CHANGES IN SHOPPING HABITS 1880-1914

Department Stores First of these stores was opened by William Whiteley in Bayswater in 1863. He called himself 'the universal provider' and intended that his shop should sell all kinds of goods under one roof. This was perhaps similar to the old market hall of the Middle Ages, but William Whiteley's store was meant to be comfortable and attractive to the customers. His Venture was so successful that Other businessmen began to open department stores in other parts of the country. A department store is really a collection or different shops all housed together. 22

History of Retail Design: General stores arrive: Mid 1800s – Early 1900s. In the late 19th and early 20th centuries, business and economic sectors changed dramatically. Agriculture — which had previously been the dominant business — was replaced by manufacturing and industry. Oil, steel, textile, and food production in factories brought new jobs and new standards of living. The stores didn’t just sell items. They also provided demonstrations, lectures, and entertainment events that appealed to newly wealthy customers looking for how best to use their disposable income. The ﬁrst department store was Harding, Howell & Co.’s Grand Fashionable Magazine at 89 Pall Mall in St James's, London

History of Retail Design: Modern Departmental Store: 1883 The dawn of the modern departmental stores. This period marks the transition from general stores and mom-and-pop shops to departmental stores. In 1852. Marshall Field established the ﬁrst dry goods store known today as Macy’s. In 1920, credit cards were introduced and were provided for the convenience of customers who would have to travel to banks to withdraw cash.At the end of the 19th century, most people no longer possessed the facilities to grow their own food. This gave rise to the high street, where market stalls became shops and ﬁxed prices and new services such as home delivery and store credit were introduced.

Macy’s in New York city became the largest store in the world attracting over 10,000 people in 1924.

Overview of History of Retail CHANGES IN SHOPPING HABITS 1880-1914 CHAIN STORES

Side by side with this development went the second, which was the appearance of chain stores. Marks and Spencer's started off with a stall where everything cost less; they ended up with the thousands of stores which we know today. Woolworthâ&#x20AC;&#x2122;s is another example of a chain store. Vast sums of money were invested in businesses at the end of the 19th century. The competition between the small trader and the large business concern had begun.

Overview of History of Retail 1920| CREDIT CARDS

1924 | MACY’S, NY

1950 | MALLS

With countless families moving to the suburbs in the 1950s, fewer Americans could simply walk out onto the street to do their shopping. In the 1920’s, credit was offered through individual companies like hotel chains or oil companies and you could make payments on your purchases at the speciﬁc retailer where you held credit.

“World’s Largest Store” of Macy and its 1 million square feet of retail space

Shopping malls catered to this new, car-driving demographic, placing all consumer desires in one convenient location.

Overview of History of Retail 1960| ELECTRICAL CASH REGISTER

Class 500 is a cash register with 9 cash drawers and electrically driven.

1962 | BIG BOX RETAIL

1974 | BARCODES

Historians generally trace the birth of the big-box store back to 1962. Thatâ&#x20AC;&#x2122;s the year that three enduring names entered the retail landscape: Walmart, Target, and Kmart. Back then, these big-box stores broke the rules by simply being huge in store size and offering a wide variety of products.

The ďŹ rst scanning of the now-ubiquitous Universal Product Code (UPC) barcode was on a pack of Wrigley Company chewing gum in June 1974 at a Marsh supermarket in Troy, Ohio, using scanner produced by Photographic Sciences Corporation

Overview of History of Retail 1985 | INFOMERCIALS

During the early days of television, many television shows were speciďŹ cally created by sponsors with the main goal of selling their product, the entertainment angle being a hook to hold audience attention (this is how soap operas got their name; such shows were sponsored by soap manufacturers)..

1995 | AMAZON IS ESTABLISHED

1999 | ONLINE SHOPPING STARTS

When Amazon launched on July 16, 1995 as a website that only sold books, founder Jeff Bezos had a vision for the company's explosive growth and ecommerce domination. He knew from the very beginning that he wanted Amazon to be "an everything store."

The emergence of online shopping as we know today developed with the emergence of the Internet. Initially, this platform only functioned as an advertising tool for companies, providing information about its products. It quickly moved on from this simple utility to actual online shopping transaction due to the development of interactive Web pages and secure transmissions 28

History of Retail Design

Ancient History Retail markets and shops have a very ancient history, dating back to antiquity. Over the centuries, retail shops were transformed from little more than "rude booths" to the sophisticated shopping malls that we know today. The ancient Greeks did it in the agora; the Romans did it in the forum; Persians did it in the bazaar (“the place of prices”); and Arabs and Berbers did it in the labyrinthine souk. Today, whether we’re home in our underwear, duty-free at the airport, or tapping at our phones, shopping still makes the world go ‘round.

Phoenician merchants traded across the entire Mediterranean region

Phoenician merchants traded across the entire Mediterranean region 29

History of Retail Design: Mom and Pops: 1700sâ&#x20AC;&#x201C;1800s. In the 18th and 19th centuries, and particularly by the 1880s, these stores were plentiful throughout the United States. Many of these stores were drug stores or general stores selling everything from groceries and fabrics to toys and tools. People during this time were also expanding settlement across the country and creating new towns. It was not uncommon for each town to have a mom and pop store offering general merchandise that could be purchased for daily life.

A â&#x20AC;&#x153;mom and popâ&#x20AC;? store is a colloquial phrase for a small, family-owned, independent business.

History of Retail Design: Cash Register: 1883 and Credit Cards: 1920

The ﬁrst cash register was invented by James Ritty in 1883. The machine used metal taps and simple mechanics to record sales. A bell sounded when a sale was completed, leading to the phrase “ringing up” — which we still use today.

In the 1920s, credit cards or “charge cards” began to take hold of the shopper. However, these early cards were usually issued by hotels or individual businesses and could only be used within their companies. The ﬁrst universal credit card that could be used at multiple establishment was the Diners Club card in 1950.

History of Retail Design: Shopping malls: 1950s. the concept of malls as central locations where customers can visit multiple merchants has been around since the agoras of Ancient Greece. However, our more modern concept of malls — as physically built shops connected in one location with communal facilities — began in the 20th century. The ﬁrst shopping mall was technically an outdoor shopping plaza that opened in 1922 in Kansas City. However, the ﬁrst indoor shopping mall that mirrored how we think of malls today was opened in 1956 in Edina, Minnesota. Malls were often anchored by a large department store with a cluster of other stores around it.

Southdale Center in Edina, Minnesota. 32

History of Retail Design: Big Box: 1960s. While people loved malls for the social aspect and enjoyment of window shopping and moving from store to store, there was also a renewed interest in a return to the one-stop-shop. However, unlike the mom and pop general stores of old, these large stores served bigger populations and provided items cheaply at a much bigger scale. The efﬁciency and overall size of these indoor giants made them attractive to consumers looking for convenience and friction-free, no frills service. Unlike the department stores of early in the century that provided personalized service and attended to customers’ needs, these large retailers were more focused on self service and providing efﬁciency.

The very ﬁrst Walmart in Rogers, Arkansas.

Modernization and its impact on Retail trends Shopping Malls 1950: The concept of malls as physically built shops connected in one location with communal facilities began in the 20th century. It was envisioned as a cultural and social center where people could come together. The growth of these shopping centers was correlated with the growth of automobiles. With cars available to the masses, more people were leaving cities and commuting from the suburbs.

Malls in 1950s.

Shopping malls with a concept of shop in a shop. 34

Modernization and its impact on Retail trends Big Box 1960: While people loved malls for the social aspect and enjoyment of window shopping and moving from store to store, there was also a renewed interest in a return to the one-stop-shop. At these big box stores, customers could ďŹ nd the consumer goods they needed, and at much lower prices. This was made possible by changes in the laws after World War II that paved the way for discount retailing.

Walmart was the ďŹ rst big box store in 1960s. 35

Modernization and its impact on Retail trends: E-Commerce The biggest breakthrough in the retail industry came with the revolutionary introduction of e-commerce which removed the barrier of borders. People started selling their things online on platforms like Amazon, Etsy, etc. However, the major concern of in-store experience of shopping and its existence came into play. The invention of smartphones led to mobile shopping which made it convenient for customers to shop from home only. They could shop for anything from any part of the world. The stores started emphasizing customersâ&#x20AC;&#x2122; experience more to adapt to the ongoing change. The line between online and ofďŹ&#x201A;ine shopping is constantly being tried to blur out by things like buying online pick up in-store (BOPIS). Today retail has become all about entertainment.

Buy online pick-up in-store concept. 36

Application Of Technology- Digitization Many technologies converge in the retail industry and the most interesting is the internet. The impact of technology in retail is considered as the biggest game-changer of all to enhance user experience.

EfďŹ cient management of the stocks inventory

Technology integrated in wayďŹ nding.

Interactive mirrors

Technology in Visual merchandising 37

Application Of Technology- Extended Reality Virtual and augmented reality offer retailers several ways to enhance the customer experience. From browsing products to virtually â&#x20AC;&#x153;trying them on,â&#x20AC;? extended reality is already in use by many retailers today.

Application Of Technology- Automation Retail automation, is the process of using innovation in tools, technology, and processes in retail to ensure a more efďŹ cient operation that leads to a better experience for the customer at a lesser cost to the retailer. In-store operations have been transformed by new developments like barcode, mobile payments, interactive kiosks, RFID tagged products, BLE technology and smart shopping carts. Most aim to minimize the friction of in-store customer experience, from minimizing waiting times at the register to ensuring that customers could determine which products are in stock

Barcode system

Smart shopping carts

Interactive Kiosks and screens

Future use: Robotic technology 39

Context and Locality of stores: 5th Avenue, New York The founders of New Yorkâ&#x20AC;&#x2122;s ďŹ nest department stores were simple men with extraordinary visions. Each store would pioneer a concept to bringing premium wares & undiscovered designers from Europe to Manhattan, and many even charted unknown territory, leaving the city's commercial hub to venture uptown into residential neighborhoods. Eventually they not only gave employment opportunities to the locals but also played an instrumental role to develop hospitality facilities, it uplifted not only an area but also the notions of people.

Shop replaced villas in this commercial district. 40

Connaught Place, New Delhi Till the early years of the 20th century, Connaught Place was one large patch of wilderness. Or rather, a patchwork of villages surrounded by Delhi’s native trees. The market area developed over the years post the land acquisition in 1920s. Now, it is one of the busiest commercial streets of India. There are hundreds of shops in the entire area. It also boasts of India’s ﬁrst underground and air-conditioned market, Palika Bazaar. The development of Connaught place not only helped the high street stores but also catered to the street vendors which used the pavements. It set an example of diversity in retail.

Types of Retail models: There are mainly three types of Retail models: Based on Operation

COCO Company owned company operated

FOCO Franchise owned company operated Concept

Food FOFO Franchise owned franchise operated Fashion

Based of Products / Service

Home

Leisure and Entertainment

Neighbourhood

Based on Size and Location

Pop up

Flagship 42

Types of Retail models: Based on Products / Services: Food Branded stores, Speciality stores, Food stalls, Food counters, Grocery stores

Fashion Boutiques, Premium fashion, Commercial fashion, clothing stores

Home Home Decor and Home Furniture, Kitchen and Bedroom Accessories

Leisure & Entertainment Technology, Electronics, Automobile, Sports

Types of Retail models: Based on Operation:

COCO

Company owns the store and operates the store, they put a lot of thought into the store design to maintain their brand identity

FOCO

Franchise owns the store but company operates it, this type of franchise models are frequently used by the company and store designs are standard

FOFO

Franchise owns the store and operates it, there are a range of small scale to large scale, lower grade to high end stores in which store design drastically changes Examples of commercialized and global brands following these operational models 44

Types of Retail models: Based on Size and Location:

Geijoeng Concept Store, China

Concept Stores These stores are designed differently from the usual retail stores and aim at enhancing the user experience and increase sales. Innovative ideas and new retailing techniques are explored in these stores

Prada Flagship Store, Dubai

Flagship Stores These stores generate an exhibition experience due to limited products to display. They promote their brand in central retail locations and are an extension of the existing store designs with higher brand statement 45

Types of Retail models: Based on Size and Location:

Neighbourhood Stores These stores are found in the associated neighbourhood that is easily accessible to the customers. These are meant for sale and do not focus much on providing different experiences

Pop-up Stores These stores are temporary setups for retail. They are easy to execute and involve fewer investments. Their set-up is often deployable and can be re-assembled on the next site 46

Approaches to Retail Design: There are mainly three approaches to Retail Design: Semi - Experimental

Experimental

Camper

Cookie-cutter

Nike

Skechers

Exclusivity

Product Quantity

The design in these stores are experimental with new themes and concept for each store. They are designed to sell the products by providing user experience and not product quantity

The design for these stores are a blend of standardization and explorations. The design sets for the brands are followed here but designers get to play with various elements of the designs also

The design for these stores are according to the standard set and manuals provided by the brands. They are meant to just increase the sale by mass selling the goods 47

Approaches to Retail Design: Experimental Approach: Example - Camper Stores This store design in this approach varies from site to site. A whole new theme or concept are designed for each store. One approach to refocus attention to the experience of stores is through experimentation of different store formats. Innovation store concepts do more than just improving the customer experience.

Approaches to Retail Design: Semi - Experimental Approach: Example - Nike Stores The process of store design begins with the same elements and materials that remain constant, but yet the ďŹ&#x201A;exibility of playing with the scale and proportions is present. The layouts and planning of the stores differ. The brands provides a manual for store design, but yet designers get to imply their interpretation of the brand image.

Approaches to Retail Design: Cookie cutter Approach: Example - Skechers Stores The stores are designed with the same style without giving much attention to individual elements in this approach. It has been a well-known approach to brand roll-outs over the years. This approach leads to the creation of a brand manual, which is followed throughout all the stores. There is very little ďŹ&#x201A;exibility of design.

Integration of User Experience in Retail Design: User Experience (UX) is a more analytical and technical approach. It refers to the emotions and attitudes of a person as they interact with every aspect of a company's products and services. Designing a retail store using UX means creating a place that is useful, easy to navigate, and delightful to interact with. It’s about translating trends and offering products and content to create a deﬁnitive and attractive user experience – a holistic customer experience

Some User Experience Concepts used by Retail brands:

Easy to ﬁnd

Tailored

to ﬁt

Value Quantity & Quality

Memorable experience

Other user reviews

Integration of User Experience in Retail Design: The increasing importance of User Experience :

From Goods being just a necessity

Involvement of various channels like Websites, Shopping apps, Interactive shopping, customization, etc.

User Experience has gained importance. 52

Integration of User Experience in Retail Design: Design concepts to create a User experience Retail Design:

Music panels

Scents

Lighting

Tastes, through sampling activity

Music choices/soundscape

Location and convenience

Colour schemes

Aisle spacing 53

Integration of User Experience in Retail Design: Design concepts to create a User experience Retail Design:

Seasonal product visibility & promotional strategies

Signage/navigational information for customers

Product placement, both category placement & on-shelf level visibility

Advertising content, frequency, design, and placement

Interactive media elements (digital screens, augmented reality technology etc.) 54

Integration of User Experience in Retail Design:

Smart cart : automatically detects items with sensors, cameras and computer vision algorithms. It allows customers to skip the checkout line in a physical store by charging the credit cards Uniqul : replaces traditional cards, wallets and phones with a payment experience that is almost magical. Users can pay at any Uniqul terminal just by walking up to it, selecting a card, and pressing OK Estimote Beacons : are small devices broadcasting a Bluetooth signal that can be picked up by nearby devices (usually a smartphone) PERCH : is the interactive retail marketing platform that uses computer vision and sensing to detect what products customers are touching in-store to respond with dynamic digital content 55

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