Those familiar with retail design are likely to have discovered the many traditional and well-celebrated rules that occur within the industry. These rules take a number of forms, from optimum shopfloor arrangements to customer-influencing aesthetics. However, it is important to remember that a number of these retail design rules are of specific times and contexts that, as the modern retail landscape changes, are no longer applicable.
As such, it is important for retailers to scrutinise their shop designs and understand which of the traditional designs, those that are purported to increase sales, actually remain appropriate for their shop space. Additionally, there are a number of pervasive common misconceptions regarding retail design too, such as milk being placed at the back of a supermarket to lure customers across the greatest distance when, in fact, it is largely related to refrigeration needs and restocking efficiency.
Let’s look at the well-known example of shopping psychology; that music influences shopping behaviour and upbeat music can even increase sales. This information does indeed come from a scientific study but one that describes shopping environments in the early 1980s and, more specifically, supermarket environments. Closer scrutiny of the paper also demonstrates that much of the evidence is the opinion of shop staff.
Not only should this retail design trope be approached with caution, but it also should generally not be considered useful for the wide array of retail venues established today. Music, as with much of a high street shop’s design, should be tailored to brand and customer preferences, suiting the shopping atmosphere that is intended.
A great number of retail design rules involve shop layouts, with shop shelving and retail furniture being organised so that customers are encouraged to browse in certain ways. Circular floor plans ensure, for example, that customers will navigate through the majority of products before reaching the checkout counter. While this might be true and even beneficial for some retailers, especially boutiques where browsing is encouraged, it can cause frustration within other shops where customers are looking to reach certain areas of the shop more quickly.
This article from National Geographic, which references a number of now refuted studies, also describes the supposedly sinister psychology behind supermarkets placing flowers and fresh produce by the entrance, with the supposed intention of creating a positive and aromatic first impression. While this may be a welcome side effect, most shops simply intend for their quickly perishing items to be seen first.
That these retail design rules are not only spreading misinformation but on such an international platform is problematic and continues to steer retailers in the wrong direction. Instead, retailers should consider their specific position on the high street, judging the needs of their design with the customer and their own branding in mind.
At Crown Display, we continue to work with retailers across the country to ensure that their retail design suits their needs, whether by delivering and installing high-quality retail furniture and shop shelving or by providing bespoke custom designs.
For more information on our services, please contact our team by emailing sales@crowndisplay.co.uk or, alternatively, by calling 0800 587 5880.
