design:retail - July 2016 - (Page 18)
designer picks
018
The Importance
of Place
ROBERT GEHR
REGIONAL DIRECTOR, BRAND ARCHITECTURE
LARSON DESIGN GROUP
rgehr@larsondesigngroup.com
W
E SEEM TO have become experts at customer
movements and product placement, but we've
forgotten about the importance of the space where
a customer's experience takes place. Online sales are growing
while the shopping experience has been reduced to a series
of algorithms. Shopping is more than just buying; it's a social
and emotional experience that is meant to engage the senses.
1. Mall Rats
The shopping experience begins when you pull into the parking lot or
enter a downtown shopping district. Parking and walking areas need to
be well lit, clean and safe. Gathering areas, outdoor retail kiosks and food
carts can add to the experience. Customers are engaged earlier in the
experience and the square footage of effective selling area is increased.
2. Coming to Our Senses
[1]
[2]
Stark big-box stores piled high with products do little to engage
customers. In a way, they mimic the stark environment of the internet
in physical form. Consumers retreat to online shopping because of the
convenience of shopping in a comfortable environment. Tomorrow's
stores must engage their customers' senses and provide an atmosphere
comfortable enough to rival internet shopping.
3. Seeing Stars
Ratings and reviews are used by most online shoppers. The physical
retail experience is well suited to outperform any rating system through
its ability to provide product samples and bold informational displays to
allow the customer to learn about the product in a tangible way.
4. Cheers
[3]
[4]
The place "where everybody knows your name." Technology will ensure
that customers will be recognized and that their shopping experience
will be tailored to them personally. But, shopping is a social experience,
and retailers must begin to think of themselves as destinations and
gathering places in order to build customer loyalty.
5. Getting Intimate
Many warehouse retail stores don't connect with shoppers emotionally.
Endless aisles, concrete floors and buzzing lights will be replaced by
smaller departments that take on a feeling of comfort within the overall
store. These departments will showcase products and aid the customer in
navigation and decision-making.
Rendering courtesy of LARSON DESIGN GROUP
ROBERT GEHR IS REGIONAL DIRECTOR OF BRAND ARCHITECTURE FOR LARSON
DESIGN GROUP, A FULL-SERVICE BRAND ARCHITECTURE AND ENGINEERING
FIRM. HE HAS MORE THAN 25 YEARS OF VARIED DESIGN EXPERIENCE, WITH
A FOCUS ON CULTIVATING SALES-CONDUCIVE SHOPPING EXPERIENCES FOR
MAJOR RETAIL BRANDS ACROSS THE COUNTRY.
[5]
JULY 2016
DESIGNRETAILONLINE.COM
GLOBALSHOP.ORG
All photos courtesy of THINKSTOCK (unless otherwise noted)
http://www.DESIGNRETAILONLINE.COM
http://www.GLOBALSHOP.ORG
Table of Contents for the Digital Edition of design:retail - July 2016
design:retail - July 2016
Contents
Editor’s Note
On Trend
We Love This!
Designer Picks
Clicks & Mortar
Postcard
Mingle
How'd They Do That?
Have You Heard?
Shopper Insights
Shopping with Paco
Bolon
Kum & Go
Intersport Klöpping
Nino Álvarez
Fixture Leaders
Products
Backstory
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