Retail Design
What is Retail Design?
Retail Design Is governed by the principles of a Market Place
The most important principle is
Attracting and Encouraging customers to make purchases
Attracting and Encouraging customers to make purchases
Encouraging
Encouraging customers to make purchases The Mechanics of retail design
Encouraging
A Shopfront should encapsulate the spirit of the store
The Speed Bump When people first enter a store they are gathering huge amounts of information, where do I go, what do I want, adjusting to lighting levels etc and as such don’t notice much of the first 3 or 4 metres of any store. A “speed bump” encourages people to slow down and notice the product
Easy to see
Make it easy for customers to see the product
The product is king, and on no account should you do anything that is detrimental towards that System for selling product must not overpower the product that it sells In every case the retailer needs to ensure that any action within store enhances the customers perception of the products that are for sale Paco Underhill - Why We Buy
A store that is easy to navigate helps to relax customers and encourages sales
In a shop the size of a town you need some landmarks
Customer Penetration
Arranging displays from low to high makes product more visible
“Eye-Line is Buy-Line” Also tilt the bottom shelf upwards towards the viewers perspective and allowing light to hit them again giving the lower areas more visibility. Also, shoppers don’t look up!
Irresistible
Make the product irresistible
Easy to buy
Make it easy to buy‌ and pay
BASKETS The difference in the spend of a shopper with basket compared to one without is an uplift of 90%. Remember in a supermarket 50% of all purchases are unplanned, if you have a basket‌ ‌. Imagine you had a trolley
SPOTLIGHTS ON THE STARS
PRODUCT INFORMATION HIERARCHY
Trade up
Trading-up (making more expensive purchases) & Impulse Buys
Attracting
Attracting Customers
3D
A Retail Space is a 3 dimensional expression of a Brand
Along with‌ The type of product The price of the product The logo An advertising campaign The shopping bag The web site The staff uniform Point of sale (instore graphics) The location of a store The architecture of a store The type of staff How the phone is answered Etc Etc Etc Etc
Brand principles
How a store looks depends on its Brand Principles
Trust
Brand Loyalty
Trust
Create Brand Loyalty and Trust This Encourages Return Visits Personal Recommendations Free Advertising Higher Spend Diversification Expansion Increased Profit
An environment must suit its Product and Customer
Share the customers’ Interests and Passions
Be Unique
Glamour
Be Glamorous
Glamour
Glamour
Glamour
Glamour
Glamour
‌ Sex Sells
Global Trends
Global Trends The Future Depends on These
Credit - V. Milne, Big Picture, 2008
It’s more an attitude than a lifestyle
Global Trends
Lifestyle is now one of the most overused words in the brand and marketing landscape In advertising - the move away from the wind in your hair car adverts to personality adverts like Citroen’s Transformers and Skodas made out of cakes show a shift towards selling on attitude In retail, the massive growth of value fashion retail like Primark and New Look is more important than aspirant lifestyles
The opening of Primark on Oxford Street where the rumour that everything would sell for ÂŁ1 guaranteed chaos. Within hours the doors had jammed shut, the manager had been knocked over and customers had to queue for two hours to get in. BBC 2007
Global Trends
Internet Versus The High Street
Global Trends
Internet shopping is the single most significant trend over the last 10 years The internet is where we go to buy things The high street is where we go to do things Shoppers want to be pampered, respected and entertained as well as sold to “Shopertainment” zeitgeist of the 90’s shows no sign of going away Shopping is still the biggest hobby in the UK
Global Trends
Global Trends
Global Trends
Adidas, Champs-Élysées Paris
Global Trends
Retail in a Recession
More Considered Purchases
Global Trends
Now the average amount of time shoppers spend in the aisles is increasing, by around 20% ‌ as they read labels more carefully. People are frequently discarding items in other parts of the store, particularly near the cash register. "They are trading out or experiencing buyer's remorse�.
Paco Underhill 2009
Nest Building
Global Trends
Going out is too expensive so customers are trading-up on home comforts Wall-Mart sales of flat-panel TVs jumped 25% during a single week in January, Shoppers will spend, but only on a few specific items. H. Lee Scott Jr CEO Wall-Mart 2009
Food retailers profits are still increasing. In particular more expensive stocks have seen a massive increase in popularity and malt whisky sales continue to increase
Targetted Markets
Global Trends
16-24 year olds are still spending as they have no mortgages or credit card debts Top Shop now offers Instore Events VIP Events Fashion Advisors VIP Shopping - Treating 16yr olds like ‘celebs’ Delivery on moped by good looking delivery drivers About to open $20m NYC experience shop
Global Trends
Polarised Consumption
Global Trends
There is an enduring trend for consumers to shop at the extreme ends of the retail spectrum Shoppers mix Primark with Prada on a regular basis. The luxury shopper and value shopper are often the same person Mid market retailers need to try much harder to capture the imagination of these shoppers
“Boring stores with everyday product will die.” A. George, Inspire Design 2009
Global Trends