Future trends

The dynamic of the retail landscape is changing in every aspect, affecting the way we shop and the very nature of our relationship with retailers.

Future trends in retail design are being dictated by two distinct drivers that are effectively changing the retail landscape. 

Changing channels of distribution. The rise of online

While the internet has not signalled the death of the store, it has altered the role of the store forever:

Firstly, the store must offer something to the consumer that the other channels to purchase are unable to.

For example:

• clarity of product presentation
• inspiration, newness
• physical interaction and engagement with the product
• excellent personal service, help and guidance
• social and immersive
• belonging / community
• information rich environments
• tactile experience
• multi-sensorial

Secondly, it must also meet growing needs that other channels have now raised the bar with, including:

• immediacy
• transparency
• convenience
• product de-mystification

The changing consumer mindset 

Consumers don't think the way they used to and they shop differently too. Retail designers should bear in mind the consumer's: 

• rising mass-affluence and their changing patterns of consumption; buying both premium and value  
• high design awareness and ability to ‘read’ design in a way that they have never been able to before. They are instinctively and subconsciously determining whether a brand is for them by the aesthetic as well as the product offer
• extremely savvy. They are searching for the best deal, the best service etc
• have a hunger for knowledge and interaction with ‘experts’
• demand ease of choice
• desire to deal with brands as personalities, or personality driven brands
• level of environmental awareness.

The future outcome of these trends means that stores will need to be very expressive, offering real experiences, service and advice throughout. Stores will need to be flexible in their layout and ability to display and merchandise products. They will deliver stories and information in immersive and engaging ways, offering a multi-sensorial experience.

Consumers increasingly demand a more empathetic approach to relationships with brands and retailers, which suggest that stores will be designed with greater local relevance, and more areas devoted to true customer interaction, comfort and dialogue. They will also increasingly demand accountability and social awareness from retailers, and this will shift environmental issues to the very top of the retail designers brief.