If you begin to scrutinise established and successful retailers on the high street, you can begin to see a number of shop designs and features that are similar across many brands. This is because, behind the science of retail design, there are provenly effective methods for creating comfortable and appealing spaces for customers to browse and, often, spend.
For those finding their feet on the high street, perhaps opening a brick-and-mortar space for the first time, there is a great deal that can be learned from the established brands. While not every interior design needs to be a carbon copy of successful shop trends (this would, in fact, ultimately be disadvantageous for all), there are reasons behind designs that can be implemented in new ways and for specific retail ventures.
A shop design needs to balance the visually appealing with the practicality of navigation. Customers might find a space immediately and aesthetically enjoyable but should there be any confusion about how to effectively navigate a shop space, they will quickly become increasingly frustrated.
There was, for example, a popular way of designing multistorey shop spaces that would require customers to circumnavigate each floor after leaving stairs or an escalator before being able to ascend further. While this layout is often implemented to force customers to cover a greater amount of the shop’s area (being exposed to a larger number of products) it is one that ultimately leads to more frustration than sales.
Retailers should ensure that they view their shop from the perspective of a customer, navigating a space with particular products in mind and judging how easy it is to locate them without the need to ask a sales representative for assistance.
A static shop space is one that may eventually become tired. Retail design, like effective displays, should be regularly updated to stimulate customer interest and allow for the efficient changeover of branding and products.
Free-standing gondolas and slatwall panels are excellent examples of this, which is largely why they have remained so well-celebrated over time, even with their own dedicated specialists, such as a slatwall installation service, allowing retailers to change their shop layout and fundamental product displays regularly.
Such flexibility in design also allows shops to accommodate different levels of custom, with many retailers wanting to change their shop space during busy periods so as to better accommodate a larger number of customers more comfortably.
Language Of Lighting
A shop’s lighting has always been important, helping to steer attention, while highlighting certain products and displays. However, now, in an age of social media where customers are increasingly likely and eager to take photos, lighting plays an even more important role.
Shop spaces should ensure that their lighting is well-designed, illuminating key areas without overwhelming a space or making it sterile. This can be a hard balance to achieve but, once mastered, it can create a welcoming space that looks great from all angles.