STORE DESIGN: HOW TO DESIGN SUCCESSFUL RETAIL STORES
ROTHA OUDOM
UDEMY: WILLIAM GREEN
SECTION 1: WELCOME TO STORE DESIGN 1. INTRODUCTION TO STORE DESIGN -Understanding retail design process -Layout store front...
2. WHAT MAKES RETAIL DESIGN SO EXCITING
-Shopping is an important function -The design of shopping centres and retail stores is now a global activity. -The special attributes of store design: • Fast paced • Not bound by conventions • Expensive budgets • Edgy and topical-Happening now • Continuing and Creative • Competitive, but open source • Fun: Quickly see the built results of your design work • Work with a team to create retail brands • Collaborate with knowledgeable and flexible clients
3. COURSE OVERVIEW
-Store design -Lecture Series -Organization • Effective • Impactful • Frictionless • Entertaining • Funtional -Product Display • Qualities • Techniques • Fixtures -Store Fronts • Transparency • Configuration • Intensity -Lighting • Task areas • Criteria • Source
SECTION 2: IDENTIFYING YOUR’S IMAGE 4. THE CRITICAL IMPORTANCE OF CREATING THE PROPER IMAGE FOR YOUR STORE -First impressions are very important
• One moment to tell the story of your store
-The store sends a message to its customers • Price point • Level of service • Quality of products for sale -That message is transmitted by sensory cues • Materials, shapes, color, sounds, smells • The extent of store front closure • Pricing techniques • Lighting • Signs -Non-exclusive vs Exclusive (Glass, Wood, Steel) For everyone
specific people, money market
-Setting the right one (attitude) • Playful / Serious
Colorful
Cold, Grey, Classical stone work, black metal
•Active
/
Passive
•Exiting
/
Subdued
Quiet -YOU ONLY GET ONE “FIRST IMPRESSION” • Your client will know the correct image...ask! • Define the image elements of the store • Create a consistent, congruent, and recognizable physical representation fo the image
5. TURNING “SHOPPERS” INTO “CUSTOMERS” ACTIVATING THE ACTION-TRIGGERS OF SUCCESS -Influence • Commitment • Social Proof • Authority 1. Commitment • Entering a closed storefront increase commitment • Browsing past an open front store create a minimum level of commitment Less commitment More commitment • “The eye of the needle” 2. Social Proof • Many People in the store • Helping to make customers part of the attraction 3. Authority • High quality materials • Locked show cases • Expert / Novice Arrangement • The “Authority” figure • Gauge the level of “Authority” required based on the intensity of sale person interaction required
6. REINFORCING THE STORE IMAGES WITH LINES AND SHAPES -Lines and shape have hidden meanings
• Anger
• Power
• Joy
• Peace
• Depression
7. ENRICHING THE STORE IMAGE WITH SENSORY INPUT -Smells: • Can reinforce the store image • Increase sales -Conspicuous smells: • Inherent Aromas • Atmosphere Scents -Subliminal Smells: • Branding • Relaxing Smells -Sound: Establising the mood -Lightning: Powerful tool to reinforce the store image “Luxury”
“Discount”
-The introduction of smells, either conspicuous or subliminal, is an important image enriching tool. -Sound systems or background noise can be used to activate or subdue the store environment -Lighting can create a mood, dramatize and reveal, and make the store function properly.
SECTION 3: ORGANIZING YOUR SPACE 8. THE FUNCTION ELEMENTS OF A STORE LAYOUT Basic Layout
Mall street, or parking
Storefront Transition
Circulation -Define: Colume and row -Integrated Display -Merchandise -Featured: Highlight with ម៉ារ៉ាកាំង -Changing level and Stairs Service: -POS, Service Counters, etc. -Stockrooms, wash rooms, offices, etc. -Cash counter at front: need to be guarded at least 2 staffs -Cash counter at rear -Overwhelmed by impulse items for sale
Organization: -The basic functional areas of a retail store are the Store-front, Transition, Circulation paths, Display areas, and Service elements. -Store can be free-standing, in-line, or at corner -Normally stores are rectangular. In-line stores have the store-front at the short side of the rectangle. -Corner stores allow for more store-front display and are most useful for stores selling smaller products.
9. PRODUCT ORGANIZING Merchandise Display: -Evaluation: read info. -Presentation
Customer-Salesperson Positions: S -side by side
-Facing S
Person
Uncomfortable
Pricing Presentation: Most expensive at first sight that others items less expensive
Shopper Event Sequence: Neck tie; Socks place at cashier. It’s like a movie: The exp of shopping is a collection of scenes like museum. Flexibility: Flexibility keeps the store looking new and attractive.
Summary: -Products must be displayed both to be attractive, and to allow for evaluation. -The customer shopping experience must be comfortable and cohesive. It’s like a dance or a movie designed to present and sell product. -Stores must remain fresh in the eyes of the shopper. This flexibility can be achieved by allowing the displays and backgrounds to be flexible and changeable.
SECTION 4: DESIGNING HIGH-IMPACT PRODUCT DISPLAYS 10. THE THREE ELEMENTS OF PRODUCT DISPLAY
-The display of product within a store: Deserves first from the product qualities. And then from the selection of display techniques which reinforce the image of the store.
11. PRODUCT QUALITIES: SIZE, CLASS, PRICE First identify the qualities of the product to be displayed Product qualities Size: Large to small Class: Unique or common Price: Expensive to inexpensive
12. DISPLAY TECHNIQUES: PRESENTATION, PRODUCT SUPPORT AND INTEGRATION Presentation: Massed or individual Product Support: From above or from below Integration: Contextual [ឈុត] or isolated
13. DISPLAY FIXTURE PROPERTIES: CUSTOMER ACCESS, PRODUCT SUPPORT, FIXTURE TYPES Customer access: Accessible or inaccessible Product support: using a rod or a shelf Fixture Type: Horizontal or Vertical Horizontal display fixtures are relatively low and 1. Cash Counter do not obstruct the customer’s view across the store. 2. Service Counter Therefore they can be placed in the centre of the store.
3. Storage Counter 4. Step Counter
5. Table 6. Single Hang Rod
7. Pedestal
• Vertical Display Fixture: can be a great background and are able to efficiently provide a massive display of product for sale.
1. Shelving Gondola
2. Wall Fixture
3. Double Hang Rod
4. Light for Double Hang Rod
Designing High-Impact Product Display: 1. Identify the specific display qualities of the product 2. Select the best display technique(s) for the display of the product. 3. Design the display fixture by choosing horizontal or vertical, accessible or not, and the product support method.
SECTION 5: THE STOREFRONT TELLS THE STORY OF YOUR STORE 14. AN OVERVIEW OF STORE-FRONT DESIGN
-Symbol -Attract -Filter or Magnify -Transition
-The store-front tells the story: • I am Luxury • I am a cute store... -The components of store-front design • Access/Transparency: open to closed • Plan: Projected to recessed • Design Statement: Strong to neutral
15. THE THREE COMPONENTS OF STORE-FRONT DESIGN
1. Access / Transparency Open vs close fronts • Most store-fronts are designed to be mixture of open and closed concepts, with only a few at either extreme • Extended the shopper’s view into the store increases the intensity of the experience 2. Plan
Projected vs •Projected (Standardized) •Recessed (លាក់ចូលក្នុង) (Protect from outside weather usually on street standout) •Restaurants (they have no visual product to display) 3. Design Statement Strong •Exterior •New looks •Restaurants (they have no visual product to display)
Recessed •Never out of fashion
•Make the visual product
vs Neutral •Never out of fashion •Make the visual product standout
16. STOREFRONT ELEMENTS: DISPLAY, TRANSITIONAL, AND IDENTIFICATION -Consistence to everything in the shop (storefront) -Backed vs Non-backed -Framing the store -Storefront lightning: (illuminate something important) not the floor flexible lightning : Glass storefront reflections can be confusing to the viewer : Gaps in the storefront can provide access for shoplifters -Transitions:
-Identification: for shopper to remember : Logo : Style -Summary: 1. Think image first. Aim for consistency. Remember the store front is a symbol of the store 2. Grab the customer’s attention either by focusing it on the storefront, on the merchandise, or both. 3. Provide a transition into the store, an entry feature, no matter how subtle, to announce the transition from outside to inside.
SECTION 6: LIGHTING-THE FROSTING ON THE CAKE 17. AN OVERVIEW OF STORE LIGHTING
Objectives: 1. Reinforce the image 2. Attract shoppers 3. Create a workable sales environment Lighting components: 1. Identify task areas 2. Determine Lighting criteria 3. Select the proper lighting sources
18. LIGHTING TASK AREAS
Identify: -Display: Feature / Merchandise -Product evaluation: Surface / Outline -Service areas: Work / Storage
Display: Areas: A (Feature), B(Merchandising) Product Evaluation: C(Surface), D(Outline) Service Areas: E(Work Areas), F(Storage Areas) Storefront Lighting A mix of diffuse and directional light sources can provide the flexibility to properly illuminate differing show window displays. Product Evaluation There are 2 task areas for product evaluation. • Surface (What is the color, texture, etc.) • Outline (how does it fit, or appear from a distance) Service Areas: • Work • Storage
19. LIGHTING CRITERIA COLOR Determine • Color: cool/warm • Modeling: Diffuse/Directional • Brightness: Dim/Bright
Color: Light source choices can reinforce the store image and create an atmosphere. Color temperature K(Kelvin) 2000K-3000K-4000K The color rendering ability of a light source (CRI) is rated from worst to best or from 1
20. LIGHTING CRITERIA: MODELING Diffuse / Directional Shopping mall Model Features
Dramatic Detail
To catch people direction
21. LIGHTING CRITERIA: BRIGHTNESS Dim/Bright Brightness factors: 1. Reflectivity of the product to be illuminated 2. Background Contrast 3. Brightness of the Light source
100
22. AN OVERVIEW OF LIGHTING SOURCES Recap: Lighting components • Identify task areas • Determine lighting criteria • Select the proper lighting source(s)
The process of selection 1. Criteria: blue-spectrum rendering 2. Modeling effect: Diffuse lighting of suit surface 3. Fixture choice: A single metal tube - Fixture with a fluorescent tube.
23. LIGHTING SOURCES: LAMPS
Select: -Efficiency: Low/High -Fixture: Direct/Indirect -Location: Above/Front or Below/Back Lamps: -Incandescent: Warm Yellow Light -Bulb Shapes -Location: Above/Front or Below/Back
-Beam patterns -Lamp types -Beam Spreads Lamp - Efficiency -Incandescent: 17 to 22 lumens per watt -Fluorescent: 58 to 100 lumens per watt -H.I.D: 80 to 125 lumens per watt -L.E.D: 135 lumens per watt
24. LIGHTING SOURCE: FIXTURES
Fixture: Direct/Indirect -Direct fluorescent fixtures above a decorative grid -Direct recessed reflector lamp fixture -Direct pendant decorative, recessed reflector lamps, and recessed downlights in ceiling -Indirect fluorescent lighting fixtures hidden in ceiling coves
25. LIGHTING SOURCES: LOCATION Location: Above/front or Below/Back
Incorrect: Correct:
LIGHTING DESIGN (an art and a science) 1. Identify the lighting task, is it for display, product evalution, or service? 2. Determine the best light for that task. Decide on color, modeling, and brightness levels 3. Select the fixture or fixtures which will most satisfactorily provide the lighting effect you seek to create. 4. Finally, don’t forget the dimmers and pre-flight experimentation and mock-ups
SECTION 7: PUTTING THE TOOLKIT INTO ACTION 26. BONUS: STOREFRONT SIGNS
Sign are important 1. Help customer find the store 2. Help the customer understand the products for sale 3. Help reinforce the store image -Non-illuminated Individual Letter Signs: • Painted Letters on Glass • Cut Letters • Cut Logo -Illuminated Individual Letter Signs: • Neon • Silhouette Letters • Translucent Face -Panel Signs • Push-Thru letter illuminated panel sign • Exposed Box illuminated panel sign • Push-Thru letter, Box illuminated blade sign -Storefront Signs • Signs should be effect identifiers • Memorable • Enhance the store image