retail design drives sales
Post on 01-Nov-2014
313 Views
Preview:
DESCRIPTION
TRANSCRIPT
Design DrivesRetail
You’ll never walk into a store
the same way again
Why is Retail Design critical?
It attracts customersIt stands out from competition It adds value to merchandise
The best retailers develop a signature design that is consistent in all elements of
their retailing. It’s part of their identity.
Elements of Retail Design
Merchandise DesignDisplay Design Identity DesignService Design
Elements of Retail Design
Merchandise1. Early merchants sold to royalty and
developed their taste, e.g. Thomas Joachim Hebert who designed & sold furniture Louis XV
2. Great retailers are tastemakers3. Study customer buying patterns
and feedback to improve design4. Private Labels have best margins
Elements of Retail Design
Display1. Merchandise presentation
2. Store exterior presentation
3. Store interior presentation
Elements of Retail Design
Presentation
• Ist retail stores: open air markets
Elements of Retail Design
Identity: Selling away from the retail site
1. Sights on sidewalk: shopping bags, T shirts2. Print: billboards, magazine ads
3. Websites: social sites
Elements of Retail DesignService
Retail Design
How can it be planned?
The Shopper’s Story
Retail Design is a strategic tool: part ofRetail Strategic Plan:1. Consumer Targets2. Business Model 3. Merch-Services Mix 4. Touchpoints: Design
Touchpoints are every contact a customer has
with your store andyour brand
in the store or outside the store, whether bricks and mortar or on-line
Touchpoints = customer contact
pointsthat influence customer
thinking about the store and it’s offerings,that help make the sale
Influentials outside: conversations
w/friends, teachers, role models,
sights on the sidewalk,print media & online
sites, social media chat
Influentials inside: store environment (exterior, interior), store clerks, clerk
training (service, info), managers,
merchandise, services, partners, stockroom
How to plan Retail Design
Analyze the customer
What/why do they buy?
What would they buy?Store circulation
patternsLifestyle trendsFashion trends
Analyze the store
Plan the new store
Retail Design
Combination ofTwo Worlds:
Hi Tech
Hi Touch
Retail Design
Brick and Mortar stores are forever:
Entertainment
(merchantainment), Companionship,
Pampering
Bay Area Retail DesignBiggies
Let’s find A Good $ Job!• Gap
• Gymboree
• Levy’s
• Williams Sonoma – Pottery Barn
• Walmart.com
Retail Design Careers • Product design
• Merchandising
• Marketing – Branding
• Store Design
• Operations
• Web design: SF state grad Shahn 1st year: $60k w/ bonuses: builds traffic w/ FB. Now doing product development: sheets w/ athlete collar
• Salaries start low and go to $100,000+
• Sole proprietors: low to $100,000+
The Future of Retail Design
Retail design changes and it changes retail:Mass media culture, fashion influences
1.Seeks new culture icons for attractors
2.Always looking for tech/social innovation for competitive advantage
• New Retail Design Trends•
Brazil• Asia• Mall kiosks• Pop-ups• Mobile retail: carts, trucks, vend machines• Social retail• Gesture retail• Retail incubators• Branded vending machines
Retail Incubators
The Bay Area is generates new retail concepts for an adventuresome audience of buyers
Lower Haight/Fillmore area
Hayes Valley area
Valencia St area
4th St Berkeley area
businessweek.com
fastcompany.com
contractdesign.com vmsd.com
Substance of Styleby Virgina Postrel
Why We Buyby Paco Underhill
Business Model Generationby Osterwalder & Pigneur
top related