CHAPTER 9

RETAIL DESIGN

LEARNING OBJECTIVES
Explore the scope of retail design and its use in building an identity and image that supports RPM objectives Understand the role that retail design plays in reinforcing a retailers market position Understand the importance of ambience and atmospherics in retailing Introduce terms and technology applications associated with retail design

RETAIL OUTLET DESIGN

Creating a positive relationship between products and the environment in which they are sold Includes all types of retail outlet, but store based retailers have best opportunity to design real space. A retail outlet is essentially a collection of materials, colours and space, subject to trends and themes Unique features in a store can provide the opportunity for creativity Outlet design and design of fixtures and fittings (chapter 10) are inter-related

MATERIALS
Retail design can be used to target groups of consumers. The messages sent out by different materials can help in this process. Decision also depends on:

type

of product sold costs store traffic fashion environmental and safety concerns

ATMOSPHERICS
Formation of a subliminal message by the creation of an aura or atmosphere, which is interpreted favourably by the customer and results in higher sales. Atmospherics can be used to appeal to all of our senses:

colours,

textures, music, aromas, temperature

Table 9.3 Retailers who have used colour consistently in their corporate and store design Body Shop Boots the Chemists Next Green Blue/White Black and Cream Store fascia, bags, corporate communications Fascia, packaging, uniforms, bags, Fixturing. Fascia, bags, corporate communications

LIGHTING

Contributes to atmosphere, and overall design

Ambient

lighting level Up-lighters Down-lighters Pendent lamps Spot lights Wall lights

Many fixtures now have integrated lighting Different coloured light

SIGNAGE

When visual cues are not sufficient Types

for

location and guidance purposes to communicate corporate policy related to merchandise (brands, prices, sizes) related to promotional activity

Design of signage (size, font, colour) should be incorporated in overall retail design Illuminated and LDS are being used as cost falls Information Vs clutter?

STORE DESIGN AND THE CORPORATE IMAGE

The outlet and its environment play a large part in the formation and maintenance of a corporate image A favourable corporate image is vital to retain loyal customers Updating and refurbishing stores tells the customer the retailer is in touch with their needs Leave it so long that a design overhaul is necessary runs the risk of customer alienation

THE EXTERIOR DESIGN

Communicates to customer who retailer is and what they stand for Fascia
name,

logo, corporate graphics and colours

Store entrance
open semi-open funnel

/ recessed / lobby standard door

Window Location

STORE IMAGE

A well established qualitative, allencompassing evaluative tool the way in which the store is defined in the shoppers mind (Martineau, 1958) Retail images need to be reinforced and provide added benefit to shoppers Retail images now need to transcend multiformat organisations Design plays an important part in developing a retail image

THE RETAIL BRAND

A retail brand is an extension of branding that is associated with the product range The retail brand encompasses the product and the processes associated with a company that a consumer chooses to shop. Many retailers have extended their core product ranges under the umbrella of the retail brand to increase the variety of product categories on offer Design plays a role in the retail brand extension process, by increasing brand awareness, reinforcing brand values, and developing new markets

LIFESTYLE RETAILING

A very loose term, widely used in retail trade and literature Offering extended product ranges that are focused onto a particular customer type A lifestyle can be
generalist

(wide variety of product types, with shallow but specific product orientation) specialist (offers depth and sometimes width targeted at specific lifestyle needs)

Product range reflects the approach to life and likely choices of particular customers

PLANNING RETAIL DESIGNS

Design template needs to include not only the outlet design, but also

merchandise customers

Computerised visualisations allow retail designers more opportunity to assess the interplay between elements in the pre-installation design phase Latest models incorporate merchandise and human forms and can provide further benefits:

linking store design to retail productivity and space allocation creation of an holistic and consistent image across stores virtual walk-through for staff training

FLAGSHIP STORES

The pinnacle in the retail chain: large, full range, high footfall and/or prestigious location Emphasis on brand building and reinforcement Important for retailers communication strategy (see chapter 11) via media coverage Also used by non-retail brands to showcase products Specific stores are also used for operational trials

THE STRATEGIC ROLE OF STORE DESIGN

Store design is a way of keeping shoppers in the face of:

time poor lifestyles rising service expectation of shoppers convenience orientated non-store retail formats international competition

A store environment that delights and enthuses will continue to make store shopping an enjoyable leisure pursuit New shopping centres (e.g. Bullring, Birmingham, UK) provide showcases for groundbreaking retail design The pressure to introduce new designs is resulting in an accelerated design cycle and more investment