An occurrence we’re seeing more regularly, especially within independent retail concepts, is the rising preference for shared retail spaces. The premise is simple. Retailers, typically those with complementary products and services, establish themselves together in a single premise, sharing the same customers and overheads. Initially, this may seem like a significant compromise, however, especially for new businesses, it can be a fantastic way to establish one’s place on the high street and advertise by association, all while saving costs.
The concept of shared retail space also occurs at a national level too, with more familiar brands finding opportunities in collaboration. And, while it may still feel rather novel to collect your Argos order from inside a Sainsbury’s supermarket, there are countless examples of shared retail spaces from many years prior to this merging, many of which involve restaurants and cafes.
With shared retail spaces, however, a new approach to retail design must be considered.
Recognise The Divide
Some retailers are happy to entirely merge their concepts, sharing the same colour designs and shop shelving. While there are advantages to this uniformity, there can also be issues, most typically with customers being unable to easily discern between retailers.
For this reason, it is helpful for collaborative retailers to recognise the divide between their concepts and establish to what extent they will separate themselves. If a distinction between shop spaces is settled upon, then furniture and designs should be indicative of such borders.
Stay In Motion
Fluidity, as experienced retailers will know, is an essential part of store design and, while there are exceptions to the rule, most retailers benefit from and embrace a certain degree of changeability in their concept’s design. This is especially important for co-retail spaces, since the decisions of one retailer directly affect others. As such, easily and quickly adjustable product shelving, such as slatwall, is recommended.
Support Each Other
While traditional retail has a number of accepted conveniences, these don’t necessarily apply to the forward-thinking plurality of many modern stores. Checkout areas can be merged, allowing for an efficiency of space, while certain products might benefit from appearing in another retailer’s space. Crossovers can occur as self-care products being placed in clothing areas since those customers purchasing new items of clothing might also be inclined to add beauty products to their basket.
Arranged Aesthetics
Complementary products can quickly be undermined by conflicting aesthetics. This is why, when it comes to colour schemes and the materials of store furniture, retailers should make an effort to harmonise their styles or risk feeling incompatible with each other.
Industrial designs, such as those involving exposed metals and brick can be quickly undermined if an adjacent retail concept steers toward a more understated, softer design. Neither retailer in such a scenario is benefiting and the aesthetic difference is likely to divide custom too, since those who enter a high street premise may find appeal in one concept’s design, but not the other.
