7Tips for creating the perfect concept store

The world of retail is ever changing and evolving, becoming increasingly more complex and competitive. SPA Future Thinking provide an extensive understanding of the retail environment for both retailers and manufacturers to evaluate shopper motivation, behaviour and customer experience across many different channels and categories.

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Evaluating the success of concept stores, both at an initial launch phase or even six months after launch, can help retailers understand what has worked and not worked. So given that the store designers will build an innovative, modern, clean, stylish new store, what else should a retailer consider….

#1Remember the shopper journeyEnsure ease of shop. At a macro level it is vital to understand the overall layout whilst at micro level, ensure adjacencies, product locations work and displays encourage interest and engagement. #2

#4

#5

Size isn’t everythingIt is better to do a little well than a lot poorly. Don’t overwhelm your shoppers - be selective on ranging to maximise appeal dependent on the store size and customer typology.

#3Don’t forget to smileIt’s not just about the products! Empower your staff to engage and deliver the brand message and enthuse customers about products on sale through approach and demonstration.

Embrace TechnologyUtilise the role of technology by creating spaces that maximise the virtual and physical environment. When space is at a premium maximise the digital offer. Think digital catalogue or click and collect over drowning the space in product. Digital purchase tools accessed via iPads can help consumers navigate complex purchases, such as technology.

#6Competitor landscapeDon’t forget the competition. Keep a close eye on what your competitors are doing well (and badly!) to ensure you manage your brand’s equity and stay ahead.

#7Whatever format your concept store takes, there is a need to minimise any disconnect between online and in-store. Will social media have a presence? Is your website optimised for mobile?

Put customers at the heart of your brand

The omnichannel experience should be seamless

Give shoppers a reason to stay. It’s all about theatre and providing an unparalleled customer experience that encourages purchasing in the here and now. Think about themes, special events or exclusive product launches to maintain excitement long after the store has opened.