The Basic Areas of the Retail Environment
In this article, we will take a look at the main in-store retail areas where the place qualities and the design principles can be applied.
All the devices of the facade are preludes to the entrance itself... There should be some sense of transition from the public world outside to the special world of the retailer inside. Rodney Fitch, retail designer
2. Main Circulation
Every store is a collection of zones and you have got to map them out before you can place single sign. You've got to get up and walk around and, asking yourself with every step: What will a shopper be doing here? How about here? Where will their eyes be focused when they stand here? Paco Underhill, Envirosell
The amount of time a shopper spends in a store (assuming he is shopping, not waiting in line) is an important factor in determining how much he will buy. Over and over again, our studies have shown a direct relationship between those numbers. Paco Underhill, Envirosell
Fab has more interesting products and merchandising and presents them in a more interesting way with much deeper social interaction.
At Fab, something like 25 percent of the purchases over Black Friday weekend were a result of Facebook referrals. There's a whole fun element to shopping, a whole entertainment element, and a whole excitement element that the first generation of e-tailers were not very good at.
Editorial design requires new approaches to physical spaces and new ways of thinking about communication and service in-store. Taking this idea further, why can’t the whole of the retail space become a living, dynamic magazine?
Shop window displays represent the cover page of a magazine and should draw people inside for the rest of the story. There should be regular, changing in-store “features” or stories that generate newness and interest.
If retailers want to remain a major part of the consumer experience, they have to tempt customers away from the Internet by ensuring that their three-dimensional format remains as fresh, vital and easy-to-use as their two-dimensional competitors.