The majority of high street retailers, certainly those in the pursuit of success, will seek out ways in which they are able to increase customer sales. There are a number of ways to achieve this, from seasonal sales to clever advertising. However, one often forgotten influencer of customer spend is interior design, which has a substantial impact not only on customer satisfaction but spend too.
In fact, shop design is such a significant influencer of spend that there is an entire science dedicated to it, with major brands continuing to contribute to studies in the pursuit of knowledge. Each year, new elements are uncovered, which then goes on to create waves through the retail industry, affecting internal aspects like product placement and volume of music.
Today, we’re sharing five of the most important elements of retail design, those that can help high street shops to improve their sales figures and grow success.
Shape Of Light
Lighting within a retail concept is an important topic because it supports the quality and impression of many design elements. Retailers do well to steer themselves from a one size fits all style of lighting, whereby an entire store is equally lit, since spotlights and feature lighting have the potential to emphasise the quality of specific products, highlight key information, such as sales information and stand offs, and even direct customer flow around a shop space with an emphasis on certain areas.
Shop shelving is to a product as the frame is to a painting and even art of great value fails to impress when displayed poorly. This is why retail furniture and shelving assets should be of the same manufacturing and aesthetic quality as the products that they display.
Should they fall short, they will compromise the image of products. However, should high-quality shop assets be chosen and installed, products have the potential to exceed their regular appeal.
There are a number of retail design elements that, despite their proven value, continue to be neglected by modern retailers. The decompression zone, for example, a dedicated empty space that allows customers to attune themselves to an interior space when first entering, is a remarkably useful shop design. However, despite its utility to customers and their comfort, a number of high street retailers are neglecting to incorporate such a space in their concept.
Space To Browse
Coming into physical contact with another customer is likely to encourage both customers to leave more quickly, even neglecting to purchase items in certain cases. This concept describes the personal space that customers must be able to enjoy if they are to remain browsing.
To support this comfort, retailers can ensure that a floor plan appropriately accommodates the expected number of customers at any given time. For those shops whose customer numbers fluctuate greatly, modular retail furniture is recommended, enabling retailers to adapt their space to demand.
Presenting certain products, particularly hero products, with a dedicated space is an effective way of promoting their sale. It is the same concept behind display shelves at the end of supermarket aisles and, even if the products placed upon them are not necessarily any different from those elsewhere, their positioning elevates their value artificially, increasing the likelihood they will be noticed and purchased.