A presentation on Retail Design

1. Retail Design
Group Members
Ali Roshaan
Muhammad Zain

2. Outlet Design
• Creating a positive relationship between products and the environment
in which they are sold
• Includes all types of retail outlets, but store based retailers have best
opportunity to design ‘real space’, as consumers are directly interacting
• A retail outlet is essentially a collection of materials, colours and space,
subject to trends and themes
• Design of the store should be appealing to the customers
• Unique features in a store can provide the opportunity for creativity and
competitive advantage

3. Materials
• Retail outlets are public places to a large extent, and therefore need to
send messages to the general public which will be received and
understood by the potential customers
• Retail design can be used to target groups of consumers. The messages
sent out by different materials can help in this process.
• Decision also depends on:
Type of product sold
Costs involved
Store traffic
Fashion
Environmental and safety concerns

4. Materials
Type of product sold:
For food retailing the materials should be easy to clean, such as ceramic and marble tiling. In
jewellery store, using plush carpet flooring for luxurious and intimate atmosphere etc.
Costs involved:
Some materials are very expensive, and others are not. Materials must be chosen appropriately for
discount stores and a store selling luxurious items
(You don’t sell a diamond ring in a cardboard box!)
Store traffic
A busy store such as supermarket where customers are likely to be visiting in their work boots,
needs to use material that will withstand wear and tear. Flooring must not become slippery when
damp, and must be easy to clean
Fashion
Stores selling fashion-orientated merchandise must keep up with fashions in interior decoration in
order to maintain a modern image
Environmental and safety concerns
Eco-friendly materials be used for outlet design and decorations. Retailers also have to conform to
health and safety regulations. Making sure materials used will not be dangerous to the public

5. Atmospherics
• Retail stores, like homes, have different atmospheres and auras. This
formation of a subliminal message is an important part of the store design
• There are many things that blend together to create an atmosphere, and
atmospherics are cues that act on the subconscious through the senses to
create a state of mind in the customer.
• Formation of a subliminal message by the creation of an atmosphere, which
is interpreted favourably by the customer and results in higher sales.
• Atmospherics can be used to appeal to all of our senses:
colours, textures, music, aromas, temperature

6. Atmospherics

7. Lighting
• The overall level of ambient light needs to be such that customers can see the
merchandise clearly and the store looks bright and inviting.
• Contributes to atmosphere, and overall design
Ambient lighting level, Up-lighters, Down-lighters,
Pendent lamps, Spot lights, Wall lights
• Lighting can also affect the color of merchandise
• Many fixtures now have integrated lighting
• Different coloured lights (colour matching
should be proper)

8. Signage
• Signage is required to help customers locate the merchandise they are
looking for. They help guide customers to different departments, aisles or
service areas and prevent them from getting lost.
• Large, clear, and consistent signs, and appropriate to store image.
• Types:
for location and guidance purposes
to communicate corporate policies
related to merchandise (brands, prices, sizes)
related to promotional activities
• Signs should provide necessary information without looking too cluttered.

9. Store Design and Corporate Image
• The outlet and its environment play a large part in the formation and
maintenance of a corporate image
• A favourable corporate image is vital to retain loyal customers
• Updating and refurbishing stores tells the customer the retailer is in touch
with their needs
• Retailers that do not update their stores on a regular basis run the risk of
appearing out of touch with the customers (customer alienation risk)

10. The Exterior Design
• Communicates to customer who retailer is and what they stand for
• Fascia
name, logo, corporate graphics and colours
• Store entrance
open
semi-open
funnel / recessed / lobby
standard door
• Window
• Location

11. Store Image
• Over the years, ‘image’ has been used as a qualitative, all-encompassing
evaluative tool for retailers. The concept was referred to in 1958 by Martineau
as ‘the way in which the store is defined in the shopper’s mind’.
• Retail images need to be reinforced and provide added benefits to shoppers
• Design plays an important part in developing a retail image
• A positive store image in the minds of customers, goes a long way…

12. The Retail Brand
• A retail brand is an extension of branding that is associated with the product
range
• The retail brand encompasses the product and the processes associated with
a company that a consumer chooses to shop.
• Many retailers have extended their core product ranges under the umbrella
of the retail brand to increase the variety of product categories to offer
• Design plays a role in the retail brand extension process, by increasing brand
awareness, reinforcing brand values, and developing new markets

13. Lifestyle Retailing
• The trend towards offering extended product ranges that are focused onto a
particular customer type is called lifestyle retailing.
• A lifestyle can be
generalist (wide variety of product types, with shallow but specific product
orientation)
specialist (offers depth and sometimes width targeted at specific lifestyle needs)
• Product range reflects the approach to life and likely choices of particular
customers

14. Planning Retail Design
• Design template needs to include not only the outlet design, but also
merchandise
Customers
• Computerised visualisations allow retail designers more opportunity to assess the
interplay between elements in the pre-installation design phase
• Latest models incorporate merchandise and human forms and can provide further
benefits:
linking store design to retail productivity and space allocation
creation of an holistic and consistent image across stores
virtual walk-through for staff training

15. Flagship Stores
• The pinnacle (highly successful) in the
retail chain:
large, full range, high footfall and/or prestigious locations
• Emphasis on brand building and reinforcement
• They offer a full range of merchandise, with an emphasis on the more
expensive, high quality and high fashion lines.
• These stores are also used by non-retail brands to showcase products.
• Specific stores are also used for operational trials.

16. The Strategic Role of Store Design
• Store design is a way of keeping shoppers in the face of:
o rising service expectation of shoppers
o convenience orientated non-store retail formats
o international competition
• A store environment that delights and enthuses will continue to make store
shopping an enjoyable experience for customers
• New shopping centres provide showcases for ground-breaking retail designs
• The pressure to introduce new designs (due to rising competition) is resulting in an
accelerated design cycle and more investment

17. Thank You!
Have a Nice Day