We are currently entering an interesting phase in physical retailing, one which will challenge retailers and brands as they seek to satisfy the ever increasing tangible and intangible needs of a consumer who is increasingly hungry for reward and social participation.
For designers, the challenges are first in the understanding of consumers; deciphering and then interpreting a mix of needs and desires that create unique shopping experiences; then in satisfying the consumer’s expectation of an information-rich dialogue at retail, with a hunger for live interactive experiences. Balanced against this are demanding commercial realities and pressures to create a greater use of space, at a time where we are redefining of the role of a store and its importance for individual communities.
The internet has helped consumers become involved in an increasingly wider dialogue with brands and retailers. Here they can talk not only in a one-to-one sense, but as part of a broader community of forums and blogs, where the views and comments of a style savvy and technically versed consumer are expressed and challenged almost hourly.
This kind of open forum and dialogue is driving not only a desire, but a genuine expectation, of consumers to experience this sense of participation within physical retail locations.
Many retailers and brands recognise this shift, and are looking at different ways to gain an advantage by engaging and immersing their consumers in a real participation with their product, in innovative levels of service, education and the demystification of their offer. In turn, this creates further challenges for the retail designer, where the well-known paths to buy are re-invented and demand new thinking in terms of navigation, layout and merchandising, and the creation of interactive and passive experience-driven knowledge sharing throughout.
Retailers and brands must take customers beyond just transaction and create new reasons to visit stores. The internet delivers products, but with no physical interaction or emotional added value, and without a real sense of journey or discovery. However, it offers a competitive price and convenience.
There is a growing trend towards local relevance and stores which are designed to demonstrate empathy with the local surroundings and recognise and respect local issues. This has manifested itself in many forms, from the sympathetic renovation of historic locations involving the local community in the process, to stores with dedicated spaces which are turned over to the local community after hours (Comme des Garcons does this in Glasgow), to celebrating the uniqueness of a city or town in which they trade within (Virgin Megastores did this in Manchester).
This trend is blurring the boundaries between retail, social and community space and creates an all important sense of belonging.
In more depth
Read a short case study of the
Timberland Boot Company store in Spitalfields, London, to find out more about how a sympathetically restored historic building can become a modern retail store showpiece.
The physical store has to become a place of relevance, destination and reward - both emotionally and tangibly. Therefore the stores have to present a dynamic face, reflecting constant newness and seasonality and celebrating choice and connectivity.
Designers and retailers will be challenged to regularly present a fresh, new look to the consumer, orchestrating a living space which presents both clarity and recommendation, service, recognition, help, advice and belief. Layered into this is the need to engage, surprise and inspire the consumer - providing a real motivation to visit a store.
Designers will be challenged to invent ways of creating these flexible environments, making products irresistible and accessible to experience, with authoritative advice and knowledge delivered in individual, brand-relevant ways that create unique business models.
For retail design the subject of sustainability is a broad but very pressing one, and it not only affects the store itself but, ultimately, the very location it sits within.
Sustainability will firstly begin with a sustainable transport system that will carry consumers and goods to the store, both today and into the future.
For retail designers, sustainability will challenge the way we design stores, how we light and power them, what materials we use, and the design of furniture and fittings which take less room to transport and less power to install. Flexibility will be a critical concern, as we consider how we can extend the life of the store with finishes and materials that are enduring yet environmentally sound.
In more depth
Are you worried that your shop isn't making as much money as it should? Are you sure your customers can easily find their way around the store? Get advice on how design might be able to help you solve some of these common problems from
Design in retail