Retail design drives sales
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Transcript of Retail design drives sales
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Design DrivesRetail
You’ll never walk into a store
the same way again
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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.
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Elements of Retail Design
Merchandise DesignDisplay Design Identity DesignService Design
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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
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Elements of Retail Design
Display1. Merchandise presentation
2. Store exterior presentation
3. Store interior presentation
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Elements of Retail Design
Presentation
• Ist retail stores: open air markets
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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
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Elements of Retail DesignService
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Retail Design
How can it be planned?
The Shopper’s Story
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Retail Design is a strategic tool: part ofRetail Strategic Plan:1. Consumer Targets2. Business Model 3. Merch-Services Mix 4. Touchpoints: Design
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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
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Touchpoints = customer contact
pointsthat influence customer
thinking about the store and it’s offerings,that help make the sale
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Influentials outside: conversations
w/friends, teachers, role models,
sights on the sidewalk,print media & online
sites, social media chat
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Influentials inside: store environment (exterior, interior), store clerks, clerk
training (service, info), managers,
merchandise, services, partners, stockroom
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How to plan Retail Design
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Analyze the customer
What/why do they buy?
What would they buy?Store circulation
patternsLifestyle trendsFashion trends
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Analyze the store
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Plan the new store
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Retail Design
Combination ofTwo Worlds:
Hi Tech
Hi Touch
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Retail Design
Brick and Mortar stores are forever:
Entertainment
(merchantainment), Companionship,
Pampering
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Bay Area Retail DesignBiggies
Let’s find A Good $ Job!• Gap
• Gymboree
• Levy’s
• Williams Sonoma – Pottery Barn
• Walmart.com
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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+
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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
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• 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
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Retail Incubators
The Bay Area is generates new retail concepts for an adventuresome audience of buyers
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Lower Haight/Fillmore area
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Hayes Valley area
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Valencia St area
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4th St Berkeley area
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businessweek.com
fastcompany.com
contractdesign.com vmsd.com
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Substance of Styleby Virgina Postrel
Why We Buyby Paco Underhill
Business Model Generationby Osterwalder & Pigneur