Retail design concepts have come a long way from simply putting one’s wares on display with the goal of getting people to buy. While that remains the bottom line of all retail design, the retail design concepts of today focus on forming a connection between a brand and the consumer. Where the transaction was once the sole focal point of retail design, modern shopfitters and designers take the entire shopping experience into consideration: Someone glimpses a shop window and enters the shop, then browses and samples or tries on the merchandise, eventually making it to the counter and walking out with a purchase. Designers know that a good retail design concept ensures that the experience does not end there, because good retail design makes people want to keep coming back.Here is a step-by-step guide on mastering retail design concepts that takes a closer look at various aspects of retail design. This will help brands zero in on areas for improvement in existing stores, as well as features that need particular attention when fitting out new outlets.Step 1: Understand the Fundamentals of Retail Design ConceptsA retail design concept may be defined as a functional theme that directs the overall look and feel of a store toward a goal. That goal, in turn, is defined by the brand strategy which is integral to marketing which, in its turn, drives sales. An example of a retail design concept may be nature and the environment, with the goal of this concept being to communicate to customers that the brand prioritises sustainability. The emphasis on sustainability might be a key branding component, which is likely to prove effective in selling to customers who prefer eco-friendly products.Such a concept would then be executed by incorporating elements of biophilic design throughout the retail space such as earth colours and organic materials. Retail design concepts that are well-executed not only brings a brand’s message across to its target market, but reinforces that message to spur that audience into action, i.e. making a purchase and/or encouraging brand advocacy.Key elements of successful retail design conceptsIn executing a retail design concept, brands and their designers and shopfitters must focus on the following key elements:Overall Theme. This is the concept itself or the idea behind the design, coupled with a branding or marketing objective, expressed through lighting, colour and other elements.Retail Displays. Signages, window dressing and so on support the theme to attract and engage customers as well as showcase products or services.Shelving and Storage. Racks and shelves may or may not be used in displaying merchandise but must be included in a retail design concept to ensure a unified look.Customer Pathways. Good retail design directs customers toward the products they are looking for as well as encourages them to browse or discover other products. Team Positioning. A good retail design concept also considers where staff will be positioned to facilitate interaction with customers.Checkout Counter. Design the checkout area to be easily accessible and to streamline the checkout process, as well as for displaying impulse purchases.Step 2: Conduct a Store AssessmentCurrent design and layout evaluation is indispensable to a store refit, and must be carried out before the creation of a more effective retail design concept. In identifying the strengths and weaknesses of an existing design, brands must use uniform points for evaluation regularly and across multiple stores. Such points may be covered by answering the following questions:How does the overall design make people feel upon entering the store?Are the displays and layout effective in encouraging people to buy?Does the way in which the products are organised facilitate browsing?How are new products displayed?Where are staff stationed throughout the store?Similar questions may be used in assessing how easy it is for visitors to move around the store according to the brand’s sales objectives and the customer journey. If, for instance, the objectives are to promote a certain product, the design layout should guide customers toward the relevant display. If customers tend to be in a hurry, the design layout should take them straight to what they need, and from there, to checkout.Other methods for measuring the effectiveness of the retail design in terms of customer flow and navigation include:Eye-trackingCCTV monitoringCustomer interviewsTraffic counters Heat mappingStep 3: Align Branding and Target AudienceBecause a good retail design concept builds relationships between brands and consumers, it is imperative for retail design, branding, and the target audience to be aligned. Designers and shopfitters should never start work on a retail design concept without a thorough briefing on the brand’s identity and buyer’s persona. Only then will a retail design agency be able to ensure that concept development is headed in the right direction and that the marketing and sales objectives will be met. The customer journey mentioned in the previous section, along with the example of certain customers with a tendency to rush, ties in with the need for understanding the buyer’s persona in retail design. Another example would be the target audience of a fashion brand, who value the in-store experience of trying on clothes before making a purchase. Retail design for these brands would therefore give more careful consideration to the placement of changing rooms within the store layout. Retail design concepts for brands which encourage their target audience to pick up and examine the merchandise would favour a layout that puts products within easy reach.Step 4: Create a Compelling Store LayoutHaving touched on assessing the design of an existing store, and aligning branding and target audience, their role in determining the most suitable layout for a retail space becomes easy to appreciate. The way a brand wants to engage with customers and vice versa has a direct impact on the retail design concept as a whole and store layout in particular. Here are some of the most popular store layouts and kinds of brands that use them:Angular. Curved walls and varying shelf sizes spotlight special products and add a high-end or premium feel to the store. High fashion and luxury brands with smaller spaces tend to use this layout as the focus is more on the product quality than inventory size.Boutique. Also called an Alcove or “Shop within a shop”, this layout creates individual spaces for products that are grouped together according to style or function. Fashion brands as well as gourmet stores and wine retailers generally use this layout to encourage customers to interact with the products and to make multiple purchases.Diagonal. This layout positions multiple shelves or racks diagonally across the space to add visibility to the products. Brands that use this layout such as those for electronics and cosmetics want to display their merchandise with a little extra flair than straight rows of shelves would have done.Forced Path. This layout positions shelves, displays and other movable elements in such a way as to guide customers along a predetermined path throughout the space. Brands that use this layout such as those in furniture or home decor want to make sure customers get a look at their entire product range.Geometric. Similar to the Angular layout, this layout uses different shelf sizes as well as straight lines to emphasise product quality and is also popular among fashion brands.Grid. This layout positions products in a uniform pattern to make it easier for customers to find what they need. Supermarkets, convenience stores, pharmacies, DIY or hardware stores, and bookstores tend toward this layout to keep an eye on their inventory.Mixed. Also called the “Free-Flow Plan”, this layout combines Angular and Geometric elements and is usually found in stores with a large floor area. Premium brands for apparel, personal care and even bakeries that use this layout generally use the Angular elements for special products and Geometric elements for the rest of the merchandise.Racetrack. Also called a Loop, this layout has the merchandise lining the edges of the space so as to lead customers around the perimeter. Brands that want to showcase their whole product line usually favour this layout.Spine. When viewed from above, this layout resembles a fishbone with shelves radiating out from the “backbone” on either side at regular intervals. Brands that use this layout communicate a sense of being organised while using the shelves to present diverse products in a centralised way.Straight. Arguably the most efficient layout, this takes customers straight from the entrance to the exit at the back of the space. The convenience stores or small markets, liquor retailers and other brands that use this layout know that their customers may literally just be passing through to pick up a product or two on their way. Zoning and visual merchandising techniquesWhichever layout they choose, even brands with large floor areas want to make the best use of the space, and they can do this through creative zoning and product placement. Similar to the Boutique layout, zones may be formed by classifying products and strategically positioning displays, shelves and other furniture. Brands may also want to define a “primary zone” for popular products or new products they wish to highlight. Some retail design concepts have the primary zone positioned so as to guide customers past or through other zones to reach it, thereby exposing them to other products.In creating these zones, brands will use visual merchandising techniques as part of its retail design concept to enhance product presentation. These techniques use lighting, colours, signage, storytelling and other elements in creating displays which feature photos, mannequins, and props as well as the products themselves. Step 5: Design an Inviting Entrance and StorefrontBefore customers can be guided into the different product zones, they must first be attracted to the space itself. This begins with outstanding entrance and storefront design, necessarily a prime consideration of a retail design concept.Pointers for designing the entrance and storefront of a retail space include:The doorway is level, unobstructed and cleanThe interior of the store is visible from outsideSignage, window displays and other design elements are aligned with brandingOverall look and feel must align with the online store, if applicableStaff positioned at the entrance to greet or for security are dressed appropriatelyNews or information must be easily understood, e.g. Store hours, sales, in-store eventsFree-standing stores or retail spaces that are not within a mall or similar shopping area may also need designs for multiple entrances, i.e. sidewalk and parking lot access.Step 6: Optimise Lighting, Colours, and MaterialsAs one of the fundamentals of retail design concept development, lighting is used to great effect in creating ambience or mood. It is essential to keep all areas of the retail space well-lit, as dark areas may have a negative impact on sales. Lighting is also used to reinforce branding and for placing emphasis on certain products. Some of the ways for using lighting in this manner include:Ambient lights or house lights. These make sure the light is balanced all over the store. Note that bright, white fluorescent house lights are often associated with large supermarkets or big box stores.Decorative lights. Fixtures such as lanterns, string lights, wall lights, lamps or chandeliers may support branding and enhance the overall customer experience.Natural lighting. Strategically placed skylights and large windows make these lights possible and fit in well with sustainable store designs. Lighting may also be used creatively to mimic nature.Soft lights. These are often yellowish and less bright for creating a warm, cosy and welcoming atmosphere.Spotlights, accent lights, track lights and backlighting. These may be used to call attention to new or premium products such as jewellery, bags or shoes.Choosing colours and materialsClosely allied with lighting design in a retail design concept is the colour scheme, which must strike a careful balance between branding and the desired emotional responses of the customers. Knowledge of colour psychology is one of the staples in a retail designer’s toolkit. Popular colour palettes for retail spaces include:Analogous reds. Shades of red, orange and purple are often used to suggest passion or sophistication. Analogous blues. Shades and tints of blue, green and purple are often used to create a sense of calm or professionalism.Yellow and cool. Shades and tints of yellow, blue and green are often used to create a fun, outdoor atmosphere such as a beach or poolside.Pastels. Pinks and pale yellow, green, blue and purple are often used for brands targeting infants and toddlers to create a soft and cheerful mood. Achromatic. Black, white and grey are often used in minimalist retail design concepts as well as by luxury and corporate brands to encourage focus.Earth colours. Browns and greens are often used by brands that place emphasis on sustainability or the environment to create a relaxing mood.Textures and materials have as much impact as lighting and colour on the good retail design concept as a whole, and must also be aligned with the branding of the space. The choice of an earth colour palette, for instance, in support of an eco-friendly brand might be negated by the use of certain plastics. Sustainable or organic materials such as responsibly sourced wood or bamboo would stand more to reason. Another such example would be using metal and chrome in an automotive, tech or hardware space.Step 7: Incorporate Technology-driven ElementsToday’s retail design concepts readily integrate technology and digital solutions into the customer experience, not just to build relationships with customers but also to understand and consequently serve them better.Technology provides myriad opportunities for customers to engage with a brand which may not necessarily translate into purchases but may eventually lead to them. Such opportunities include digital signage or displays, maps and self-service kiosks.Digitally created immersive experiences and AR or augmented reality are likewise often used to tell brand stories and allow customers to try or sample products or services before they buy. Digital test drives for sedans and other consumer vehicles have become the norm in the automotive industry, for instance, while luxury fashion and cosmetic brands have virtual stores for exploring online. As mentioned under entrance design, these virtual stores also bridge the gap between brick-and-mortar and bricks-and-clicks stores. For brands that have adapted this hybrid business model, the “clicks” component most often transpires on a mobile phone. Apps such as those that allow customers to scan products in the store help to enhance the customer experience. Emphasis on personalising this experience will continue to gain traction with the rise of AI and other digital data gathering solutions such as in-store sensors. These enable brands to collect data from customers such as browsing and purchase history and to tailor product recommendations accordingly. Step 8: Consider Ergonomics and ComfortThe in-store experience is a physical one, and as such, comfort and ease of movement for customers demand particular notice when developing retail design concepts. Even smaller stores or retail spaces that are designed for customers on the go must facilitate movement and prioritise safety for both customers and staff. On the whole, the space must be a pleasant place to spend time in, regardless of the amount of time spent. Factors for consideration in this respect include:Aisle space. Customers tend to leave a store due to the “butt brush effect”, or when their backsides brush against another customer. This effect often occurs in cramped or crowded spaces. Ample space must also be provided for wheelchairs and other mobility devices.Cleanliness and organisation. The space must be well-organised and uncluttered to create a “psychologically comfortable” space. Product accessibility. Shelves should not be too high and products must be within easy reach, and easy to pick up and return to a display. Extra consideration must be made for children and other customer segments with specific needs.Rest areas. Many retail spaces, regardless of size, also find ways to incorporate areas for customers to sit and rest which can help encourage them to spend more time in the store.Right turns. Industry experts say most customers naturally turn right upon entering a retail space, a tendency which may be addressed when planning the store layout.Safety hazards. Consider whether the layout or certain displays or design elements might be dangerous, e.g. slippery flooring, electrical wiring within children’s reach.Retail design concepts must also prioritise accessibility and mobility for all customers, with the design itself making provisions for completely flat floors, ramps and lifts. The Australian Human Rights Commission offers free resources to help businesses make sure their products, services and premises are accessible by persons with disabilities.Step 9: Evolve and Adapt Retail Design ConceptsThe most striking demonstration of the need for retail design concepts to evolve and adapt to the times has arguably taken place during the last few years. Because of the accelerated shift to e-commerce and the subsequent hybrid model, retail design has had to place special emphasis on health and wellness as well as convenience and immersive experiences.Yet these evolutions are responses to consumer preferences which continue to change alongside current events, making customer feedback and data analysis the best means for ensuring the relevance of a retail design concept.Similar to assessing a store’s current layout and design, data points may gathered around a customer’s satisfaction with the in-store experience and what the customer thinks can be done to improve it. Satisfaction scales (e.g. “On a scale of 1 to 10…”) and interview questions are commonly used methods for gathering this data.Driven by these changing consumer preferences, retail design concept trends must constantly be on the radar of those responsible for brands and their retail spaces. Watching the news pertaining to retail design and consumer shopping habits as well as monitoring social media are a couple of ways to keep an eye out for trends.Keeping abreast of these trends enables brands to stay ahead of the competition. Brands that are willing to experiment with trending retail design concepts and evolve as needed will be able to give customers the kind of experience that converts them into loyal brand advocates.Build Stronger Connections with CustomersHaving customers who not only make repeat purchases but influence others to do the same, can be said to be the result of relationship building between those customers and a brand. Having evolved into a key component of building those relationships, retail design concepts must be mastered to maintain and encourage customer loyalty. The key steps to mastering retail concepts include:Step 1: Understand the Fundamentals of Retail Design ConceptsStep 2: Conduct a Store AssessmentStep 3: Align Branding and Target Audience Step 4: Create a Compelling Store LayoutStep 5: Design an Inviting Entrance and StorefrontStep 6: Optimise Lighting, Colours, and MaterialsStep 7: Incorporate Technology-driven ElementsStep 8: Consider Ergonomics and ComfortStep 9: Evolve and Adapt Retail Design ConceptsGoing through each step arms a business with a firmer grasp of customer behaviour and opens up multiple opportunities for improving its products, services and customer experience. Transforming a retail space into a shopper’s haven is not just “something nice to do for your customers” but an absolute necessity for a brand to maintain its competitive edge. Greater Group is a multi-disciplinary global retail design agency. We have been creating award-winning retail spaces, customer experiences and workplaces since 1989, utilising our combined expertise to deliver high-impact, high-return design, fit-out and manufacturing solutions and provide clients with one point of contact throughout.Contact us at contact@thegreatergroup.com to discuss how we can elevate your brand through innovative, future-proof retail design solutions.Share :
Retail design concepts have come a long way from simply putting one’s wares on display with the goal of getting people to buy. While that remains the bottom line of all retail design, the retail design concepts of today focus on forming a connection between a brand and the consumer. Where the transaction was once the sole focal point of retail design, modern shopfitters and designers take the entire shopping experience into consideration: Someone glimpses a shop window and enters the shop, then browses and samples or tries on the merchandise, eventually making it to the counter and walking out with a purchase. Designers know that a good retail design concept ensures that the experience does not end there, because good retail design makes people want to keep coming back.Here is a step-by-step guide on mastering retail design concepts that takes a closer look at various aspects of retail design. This will help brands zero in on areas for improvement in existing stores, as well as features that need particular attention when fitting out new outlets.Step 1: Understand the Fundamentals of Retail Design ConceptsA retail design concept may be defined as a functional theme that directs the overall look and feel of a store toward a goal. That goal, in turn, is defined by the brand strategy which is integral to marketing which, in its turn, drives sales. An example of a retail design concept may be nature and the environment, with the goal of this concept being to communicate to customers that the brand prioritises sustainability. The emphasis on sustainability might be a key branding component, which is likely to prove effective in selling to customers who prefer eco-friendly products.Such a concept would then be executed by incorporating elements of biophilic design throughout the retail space such as earth colours and organic materials. Retail design concepts that are well-executed not only brings a brand’s message across to its target market, but reinforces that message to spur that audience into action, i.e. making a purchase and/or encouraging brand advocacy.Key elements of successful retail design conceptsIn executing a retail design concept, brands and their designers and shopfitters must focus on the following key elements:Overall Theme. This is the concept itself or the idea behind the design, coupled with a branding or marketing objective, expressed through lighting, colour and other elements.Retail Displays. Signages, window dressing and so on support the theme to attract and engage customers as well as showcase products or services.Shelving and Storage. Racks and shelves may or may not be used in displaying merchandise but must be included in a retail design concept to ensure a unified look.Customer Pathways. Good retail design directs customers toward the products they are looking for as well as encourages them to browse or discover other products. Team Positioning. A good retail design concept also considers where staff will be positioned to facilitate interaction with customers.Checkout Counter. Design the checkout area to be easily accessible and to streamline the checkout process, as well as for displaying impulse purchases.Step 2: Conduct a Store AssessmentCurrent design and layout evaluation is indispensable to a store refit, and must be carried out before the creation of a more effective retail design concept. In identifying the strengths and weaknesses of an existing design, brands must use uniform points for evaluation regularly and across multiple stores. Such points may be covered by answering the following questions:How does the overall design make people feel upon entering the store?Are the displays and layout effective in encouraging people to buy?Does the way in which the products are organised facilitate browsing?How are new products displayed?Where are staff stationed throughout the store?Similar questions may be used in assessing how easy it is for visitors to move around the store according to the brand’s sales objectives and the customer journey. If, for instance, the objectives are to promote a certain product, the design layout should guide customers toward the relevant display. If customers tend to be in a hurry, the design layout should take them straight to what they need, and from there, to checkout.Other methods for measuring the effectiveness of the retail design in terms of customer flow and navigation include:Eye-trackingCCTV monitoringCustomer interviewsTraffic counters Heat mappingStep 3: Align Branding and Target AudienceBecause a good retail design concept builds relationships between brands and consumers, it is imperative for retail design, branding, and the target audience to be aligned. Designers and shopfitters should never start work on a retail design concept without a thorough briefing on the brand’s identity and buyer’s persona. Only then will a retail design agency be able to ensure that concept development is headed in the right direction and that the marketing and sales objectives will be met. The customer journey mentioned in the previous section, along with the example of certain customers with a tendency to rush, ties in with the need for understanding the buyer’s persona in retail design. Another example would be the target audience of a fashion brand, who value the in-store experience of trying on clothes before making a purchase. Retail design for these brands would therefore give more careful consideration to the placement of changing rooms within the store layout. Retail design concepts for brands which encourage their target audience to pick up and examine the merchandise would favour a layout that puts products within easy reach.Step 4: Create a Compelling Store LayoutHaving touched on assessing the design of an existing store, and aligning branding and target audience, their role in determining the most suitable layout for a retail space becomes easy to appreciate. The way a brand wants to engage with customers and vice versa has a direct impact on the retail design concept as a whole and store layout in particular. Here are some of the most popular store layouts and kinds of brands that use them:Angular. Curved walls and varying shelf sizes spotlight special products and add a high-end or premium feel to the store. High fashion and luxury brands with smaller spaces tend to use this layout as the focus is more on the product quality than inventory size.Boutique. Also called an Alcove or “Shop within a shop”, this layout creates individual spaces for products that are grouped together according to style or function. Fashion brands as well as gourmet stores and wine retailers generally use this layout to encourage customers to interact with the products and to make multiple purchases.Diagonal. This layout positions multiple shelves or racks diagonally across the space to add visibility to the products. Brands that use this layout such as those for electronics and cosmetics want to display their merchandise with a little extra flair than straight rows of shelves would have done.Forced Path. This layout positions shelves, displays and other movable elements in such a way as to guide customers along a predetermined path throughout the space. Brands that use this layout such as those in furniture or home decor want to make sure customers get a look at their entire product range.Geometric. Similar to the Angular layout, this layout uses different shelf sizes as well as straight lines to emphasise product quality and is also popular among fashion brands.Grid. This layout positions products in a uniform pattern to make it easier for customers to find what they need. Supermarkets, convenience stores, pharmacies, DIY or hardware stores, and bookstores tend toward this layout to keep an eye on their inventory.Mixed. Also called the “Free-Flow Plan”, this layout combines Angular and Geometric elements and is usually found in stores with a large floor area. Premium brands for apparel, personal care and even bakeries that use this layout generally use the Angular elements for special products and Geometric elements for the rest of the merchandise.Racetrack. Also called a Loop, this layout has the merchandise lining the edges of the space so as to lead customers around the perimeter. Brands that want to showcase their whole product line usually favour this layout.Spine. When viewed from above, this layout resembles a fishbone with shelves radiating out from the “backbone” on either side at regular intervals. Brands that use this layout communicate a sense of being organised while using the shelves to present diverse products in a centralised way.Straight. Arguably the most efficient layout, this takes customers straight from the entrance to the exit at the back of the space. The convenience stores or small markets, liquor retailers and other brands that use this layout know that their customers may literally just be passing through to pick up a product or two on their way. Zoning and visual merchandising techniquesWhichever layout they choose, even brands with large floor areas want to make the best use of the space, and they can do this through creative zoning and product placement. Similar to the Boutique layout, zones may be formed by classifying products and strategically positioning displays, shelves and other furniture. Brands may also want to define a “primary zone” for popular products or new products they wish to highlight. Some retail design concepts have the primary zone positioned so as to guide customers past or through other zones to reach it, thereby exposing them to other products.In creating these zones, brands will use visual merchandising techniques as part of its retail design concept to enhance product presentation. These techniques use lighting, colours, signage, storytelling and other elements in creating displays which feature photos, mannequins, and props as well as the products themselves. Step 5: Design an Inviting Entrance and StorefrontBefore customers can be guided into the different product zones, they must first be attracted to the space itself. This begins with outstanding entrance and storefront design, necessarily a prime consideration of a retail design concept.Pointers for designing the entrance and storefront of a retail space include:The doorway is level, unobstructed and cleanThe interior of the store is visible from outsideSignage, window displays and other design elements are aligned with brandingOverall look and feel must align with the online store, if applicableStaff positioned at the entrance to greet or for security are dressed appropriatelyNews or information must be easily understood, e.g. Store hours, sales, in-store eventsFree-standing stores or retail spaces that are not within a mall or similar shopping area may also need designs for multiple entrances, i.e. sidewalk and parking lot access.Step 6: Optimise Lighting, Colours, and MaterialsAs one of the fundamentals of retail design concept development, lighting is used to great effect in creating ambience or mood. It is essential to keep all areas of the retail space well-lit, as dark areas may have a negative impact on sales. Lighting is also used to reinforce branding and for placing emphasis on certain products. Some of the ways for using lighting in this manner include:Ambient lights or house lights. These make sure the light is balanced all over the store. Note that bright, white fluorescent house lights are often associated with large supermarkets or big box stores.Decorative lights. Fixtures such as lanterns, string lights, wall lights, lamps or chandeliers may support branding and enhance the overall customer experience.Natural lighting. Strategically placed skylights and large windows make these lights possible and fit in well with sustainable store designs. Lighting may also be used creatively to mimic nature.Soft lights. These are often yellowish and less bright for creating a warm, cosy and welcoming atmosphere.Spotlights, accent lights, track lights and backlighting. These may be used to call attention to new or premium products such as jewellery, bags or shoes.Choosing colours and materialsClosely allied with lighting design in a retail design concept is the colour scheme, which must strike a careful balance between branding and the desired emotional responses of the customers. Knowledge of colour psychology is one of the staples in a retail designer’s toolkit. Popular colour palettes for retail spaces include:Analogous reds. Shades of red, orange and purple are often used to suggest passion or sophistication. Analogous blues. Shades and tints of blue, green and purple are often used to create a sense of calm or professionalism.Yellow and cool. Shades and tints of yellow, blue and green are often used to create a fun, outdoor atmosphere such as a beach or poolside.Pastels. Pinks and pale yellow, green, blue and purple are often used for brands targeting infants and toddlers to create a soft and cheerful mood. Achromatic. Black, white and grey are often used in minimalist retail design concepts as well as by luxury and corporate brands to encourage focus.Earth colours. Browns and greens are often used by brands that place emphasis on sustainability or the environment to create a relaxing mood.Textures and materials have as much impact as lighting and colour on the good retail design concept as a whole, and must also be aligned with the branding of the space. The choice of an earth colour palette, for instance, in support of an eco-friendly brand might be negated by the use of certain plastics. Sustainable or organic materials such as responsibly sourced wood or bamboo would stand more to reason. Another such example would be using metal and chrome in an automotive, tech or hardware space.Step 7: Incorporate Technology-driven ElementsToday’s retail design concepts readily integrate technology and digital solutions into the customer experience, not just to build relationships with customers but also to understand and consequently serve them better.Technology provides myriad opportunities for customers to engage with a brand which may not necessarily translate into purchases but may eventually lead to them. Such opportunities include digital signage or displays, maps and self-service kiosks.Digitally created immersive experiences and AR or augmented reality are likewise often used to tell brand stories and allow customers to try or sample products or services before they buy. Digital test drives for sedans and other consumer vehicles have become the norm in the automotive industry, for instance, while luxury fashion and cosmetic brands have virtual stores for exploring online. As mentioned under entrance design, these virtual stores also bridge the gap between brick-and-mortar and bricks-and-clicks stores. For brands that have adapted this hybrid business model, the “clicks” component most often transpires on a mobile phone. Apps such as those that allow customers to scan products in the store help to enhance the customer experience. Emphasis on personalising this experience will continue to gain traction with the rise of AI and other digital data gathering solutions such as in-store sensors. These enable brands to collect data from customers such as browsing and purchase history and to tailor product recommendations accordingly. Step 8: Consider Ergonomics and ComfortThe in-store experience is a physical one, and as such, comfort and ease of movement for customers demand particular notice when developing retail design concepts. Even smaller stores or retail spaces that are designed for customers on the go must facilitate movement and prioritise safety for both customers and staff. On the whole, the space must be a pleasant place to spend time in, regardless of the amount of time spent. Factors for consideration in this respect include:Aisle space. Customers tend to leave a store due to the “butt brush effect”, or when their backsides brush against another customer. This effect often occurs in cramped or crowded spaces. Ample space must also be provided for wheelchairs and other mobility devices.Cleanliness and organisation. The space must be well-organised and uncluttered to create a “psychologically comfortable” space. Product accessibility. Shelves should not be too high and products must be within easy reach, and easy to pick up and return to a display. Extra consideration must be made for children and other customer segments with specific needs.Rest areas. Many retail spaces, regardless of size, also find ways to incorporate areas for customers to sit and rest which can help encourage them to spend more time in the store.Right turns. Industry experts say most customers naturally turn right upon entering a retail space, a tendency which may be addressed when planning the store layout.Safety hazards. Consider whether the layout or certain displays or design elements might be dangerous, e.g. slippery flooring, electrical wiring within children’s reach.Retail design concepts must also prioritise accessibility and mobility for all customers, with the design itself making provisions for completely flat floors, ramps and lifts. The Australian Human Rights Commission offers free resources to help businesses make sure their products, services and premises are accessible by persons with disabilities.Step 9: Evolve and Adapt Retail Design ConceptsThe most striking demonstration of the need for retail design concepts to evolve and adapt to the times has arguably taken place during the last few years. Because of the accelerated shift to e-commerce and the subsequent hybrid model, retail design has had to place special emphasis on health and wellness as well as convenience and immersive experiences.Yet these evolutions are responses to consumer preferences which continue to change alongside current events, making customer feedback and data analysis the best means for ensuring the relevance of a retail design concept.Similar to assessing a store’s current layout and design, data points may gathered around a customer’s satisfaction with the in-store experience and what the customer thinks can be done to improve it. Satisfaction scales (e.g. “On a scale of 1 to 10…”) and interview questions are commonly used methods for gathering this data.Driven by these changing consumer preferences, retail design concept trends must constantly be on the radar of those responsible for brands and their retail spaces. Watching the news pertaining to retail design and consumer shopping habits as well as monitoring social media are a couple of ways to keep an eye out for trends.Keeping abreast of these trends enables brands to stay ahead of the competition. Brands that are willing to experiment with trending retail design concepts and evolve as needed will be able to give customers the kind of experience that converts them into loyal brand advocates.Build Stronger Connections with CustomersHaving customers who not only make repeat purchases but influence others to do the same, can be said to be the result of relationship building between those customers and a brand. Having evolved into a key component of building those relationships, retail design concepts must be mastered to maintain and encourage customer loyalty. The key steps to mastering retail concepts include:Step 1: Understand the Fundamentals of Retail Design ConceptsStep 2: Conduct a Store AssessmentStep 3: Align Branding and Target Audience Step 4: Create a Compelling Store LayoutStep 5: Design an Inviting Entrance and StorefrontStep 6: Optimise Lighting, Colours, and MaterialsStep 7: Incorporate Technology-driven ElementsStep 8: Consider Ergonomics and ComfortStep 9: Evolve and Adapt Retail Design ConceptsGoing through each step arms a business with a firmer grasp of customer behaviour and opens up multiple opportunities for improving its products, services and customer experience. Transforming a retail space into a shopper’s haven is not just “something nice to do for your customers” but an absolute necessity for a brand to maintain its competitive edge. Greater Group is a multi-disciplinary global retail design agency. We have been creating award-winning retail spaces, customer experiences and workplaces since 1989, utilising our combined expertise to deliver high-impact, high-return design, fit-out and manufacturing solutions and provide clients with one point of contact throughout.Contact us at contact@thegreatergroup.com to discuss how we can elevate your brand through innovative, future-proof retail design solutions.Share :