Creating Experiential Retail with Impactful Design
In an effort to complement the era of fast shipping and convenient curbside pickup, retailers are focusing on crafting unique and customer service-driven in-store experiences. These experiences allow customers to customize and engage with products in a way that pushes beyond the limitations of online shopping.
As consumer needs evolve, the in-store shopping experience has transformed to meet those expectations and desires. Retailers not only aim to develop a new store, but to design a destination – an environment where shoppers become familiar with a brand or a product they might have overlooked online.
The design of these spaces requires architects to consider the retailer’s brand and then tie back to corresponding elements to the retailer’s distinct store environment.
From rethinking store layout, to budgeting square footage, to implementing engaging elements, architects collaborate with retailers to create the look and feel of stores. The evolution of a store environment is dependent on both architects and retailers collaborating to deliver value to a customer’s visit and cultivate brand loyalty.
Back to Main Blog PageTailoring the Retail Environment
Implementing new interactive elements for customers commonly results in retailers rethinking their store footprints. There’s a growing trend among retailers where check-out counters are eliminated in exchange for hand-held technology. This creates more space to install new elements or improve customer flow.
With more square footage, fitting rooms have become areas where clothing retailers can optimize the in-store experience. Clothing retailers amplify the shopping experience by integrating enhanced lighting, lengthier mirrors and unique branding elements.
Reimagining and reprioritizing a store’s layout to accommodate these new elements allows every retailer to examine what’s significant to their brand. What visual components take center stage varies from retailer to retailer, depending on the industry and brand.
When making these decisions, it’s important retailers know how to not only communicate their brand’s current goals – but their future goals as a company – to the architecture team. Knowing how retailers envision the future of their brand will help architects then recreate the store’s environment.
Creating Value through Authentic Experiences
Creating an experience geared toward exhibiting or personalizing a retailer’s product can be compared to the “chef’s table” experience. It’s an opportunity that allows customers to see into the process behind the product and feel involved in the creation of their purchase. This strengthens a shopper’s connection to a brand by creating a one-of-a-kind item that’s unique to them.
However, retailers aren’t just looking to create trendy experiences. Their goal is to create moments which offer value to their customer’s shopping experience that also speaks to their products. Authenticity to the products is at the core of a personalized retail experience, from clothing brands providing on-site tailoring and embroidery, to home décor brands using technology, to explore how a product would function in a customer’s home.
Retailers and architects will need to be innovative when they collaborate on the designs, as the design intent needs to transfer from the flagship locations to suburban locations. Integrating these experiences at all location types allows retailers to deliver a consistent shopping experience.
Architects often integrate modular designs into store formats and layouts, which often helps retailers transfer these elements across a fleet of stores without having to re-envision each individual store. The ability to integrate these experiences across store formats and store types will result in a measure of success – the delivery of a satisfying customer experience and increased sales.
The Future of Retail
The retail sector continues to evolve, and it’s becoming clear the future of the industry focuses on offering personalized experiences for customers. When a retailer and its architecture team align successfully, the resulting design can inspire excitement for a brand, solidify brand identity and achieve success.
