At the heart of all good store design are the customer's needs and wants.
This can be based upon customer insights, competitor analysis or future trend forecasting, but it should also be an extension of the retailer's brand and its values. This includes space, materials, finishes and customer communications.
The process we employ is:
The basic principle must always be to maximise space and sales, but the best examples of retail also include a customer experience that encourages the customer not just to buy once, but also instils loyalty and guarantees repeat business. Customers are increasingly sophisticated and have busy lives, hence it is vital that the retail store reflects their needs and aspirations.
Simply piling high and selling cheap is no longer good enough, unless it's done within the confines of a promotional strategy. Today's customers demand more.
All customer communication signage, information and promotional material needs to be arranged and orchestrated within the concept space, so that at the outset all the customer navigation and signage is designed for more than just filling space.
Good design and layout can combine and regulate these important signals in a controlled and digestible manner. How many times have I seen a poster slapped on the wall, which has to be louder and uglier than its neighbouring poster? Is it just an afterthought?
We try to include all elements at the beginning of our thinking based upon our background, which helps inform our creative work.
Creative Design Consultant