Creating a successful store or brand isn’t just as simple as having great products and putting them inside four walls then waiting for the sales to bloom. Making profits in the retail industry involves much more thorough planning and knowledge of the psychology behind what attracts customers and what will make them spend more.
The arrangement of items will be a major key to retail design. Thoughtful category management and striking retail displays will make all the difference between a successful shopping experience and one that leads customers to walk away empty handed, whilst choosing the right colours and architecture may well encourage people to stay that little bit longer inside your store.
These subtle flourishes aren’t always about aesthetics either, but instead about a sense of coherence. For example colours help us make sense of our surroundings and are therefore hugely important psychologically. Understanding which colours a target audience are likely to respond to in which way is vital in making sure the retail design has the ultimate impact.
Visual merchandising is almost as important as the products themselves. Anything from the level of lighting to the temperature of the store may affect customers’ senses and associations. Smells and music will also affect the brain and lead to the customers either feeling eager to buy or eager to leave – and there is very small margin for error.
The best stores will make the customers feel comfortable and confident in the products. There will usually be a sense of exclusivity to make them feel like they are getting something really special. The retail displays will be just the right distance apart with the right items displayed in the right places. For the most successful stores, no facet of the shopping experience has been left unconsidered. For the less successful, it might just be time for a little bit of retail tuning.