There are certain high street retailers that make fantastic first impressions. Customers might not immediately be able to put their finger on why but still find themselves, when entering a new store, totally charmed by the shopping experience. For some, it could be striking or exciting retail decor, one with appealing displays, while, for others, it can be a considered store layout, one that allows shoppers to effortlessly navigate their way through the store to find exactly what they need.
Behind each of these successful first impressions is brilliantly executed retail design. Some of this can come from a keen eye for interior design, which is why it is not unusual for retailers to seek expert advice when creating their store. Other designs, however, come from a well-established study into retail design and experience, the same discussions that led to concepts like the decompression zone, which has now become ubiquitous among high street retailers.
Some of these design choices, however, might not be appropriate for every retailer. For example, stylish displays and unusual retail shelving might be an advantageous statement for fashion retailers, since it tells of confidence that is then associated with the store’s products. If, however, those selling essential items, such as supermarkets, were to adopt such aesthetics, they would likely frustrate customers who, in these stores, tend to value efficiency.
To help you distinguish the various advantages of different design choices within retail, here are a selection of the most popular along with the description of exactly when to use them!
Bright Lighting (Occasionally)
A well-illuminated store allows customers to browse more easily, it helps products receive greater visibility, and it even energises those who shop. However, for all the advantages bright lighting brings, it may not be advantageous for your store. While certain concepts, such as supermarkets, shopping centres, and warehouse stores benefit greatly from having their abundant spaces well lit, some stores actually benefit from obscuring their stock and embracing low light.
Please see the resource below for more information on the impact lighting has on the first impression your business gives off.Provided by Dubak Electrical Group – expert industrial electrical contractors
Perhaps most famously, this retail design technique was used by Hollisters. The international clothing retailer took low lighting to such an extreme that it prompted some customers to even complain. However, despite this small amount of negative feedback, the statement design worked to their advantage, shrouding their clothing and brand in confident mystique, which, for a clothing company, continues to serve it well.
Simple Navigation
When designing a store, you should consider the flow of your customer traffic. Once through the doors, customers will begin plotting their intended route, which is typically to the invariant right. If your store does not encourage customers to naturally gravitate toward a particular direction, it will prompt stress and confusion. As such, it is recommended for you and your staff to approach your layout as customers, seeing exactly which routes you are prone to take. Not only does this help with browsing but it can also highlight exactly which areas are optimum for advertisements.
Make Them Comfortable
If customers are forced to browse too closely to others or if they find themselves unable to instinctively find what they’re looking for, their frustrations are likely to increase. To encourage a positive first impression, and to encourage customers to spend more time within your store, it is paramount to make them feel comfortable. This doesn’t mean a space to recline while their significant other browses, although that may help, but it should certainly cause you to hesitate before filling that extra space with another free-standing shelving unit since emptiness can sometimes be more valuable to sales than displayed stock.
