Despite the scrutiny retail spaces face, a number of design mistakes continue to occur across the high street. Retailers, especially those who overlook these spaces on a regular basis, are in a prime position to identify and remedy these errors and yet, for a number of reasons, fail to do so. In fact, it is often customers who are both likely to spot flawed retail design and to be affected by it. They are, however, simply less likely to highlight the issue.
For some, these mistakes by definition of their illusiveness, are not essential to fix. If they are not impeding an operation, why should measures be taken to adjust designs? This method of thinking is problematic because, while certain store layouts and retail furniture selections may not immediately impact a basic custom, they can prevent it from reaching its potential.
Customer Direction
Considering the orientation of your customers is a fundamental quality of successful stores and if it is not factored into a shop’s layout it can lead to frustrated customers whose paths of navigation conflict with others. For customers to be confident in their direction, they need help from a shop’s design. This tends to be where retailers fall short, designing a store within its layout in mind, whereas many customers are entering the space with no prior knowledge of its layout.
To ensure customer direction, it is imperative to offer plenty of vertical space, as well as visual indicators, such as mannequins and key displays, both of which will help to orient the customer. Additionally, signage and stand offs can effectively draw attention to information essential to a customers’ navigation too.
Impressive Style
Appealing design within a retail environment can mean a number of different things. Luxurious products, for example, certainly benefit from detailed and glamorous shop shelving assets, while environmental brands can better promote themselves by choosing bespoke retail furniture created from sustainable materials. Stores that fail to consider this potential impact of design, however, can not only end up missing out on the potential positive impact but can end up undermining their brand and product reputation.
Browsing Space
There is an unfortunately named psychological effect that occurs within shopping spaces known as the butt brush effect. It occurs when a customer experiences the physical impact of another customer and is drawn out of their comfort zone, typically leading them to leave the area. This effect often occurs when retailers fail to place retail furniture and their merchandise at an appropriate from other environmental assets, leading customers to browse with less room.
While creating extra space within a retail concept is sometimes easier said than done, there are numerous options for modular shop shelving designs, such as slatwall panels, that can alleviate the pressure merchandise places upon floor space. Other options include choosing custom retail furniture designs that more appropriately fit a space, instead of compromising with off-the-shelf options.
Crown Display
We seek to ensure that our customers are entirely confident with their retail design and are happy to advise on each of our products, as well as our bespoke and handmade shop furniture options. To speak to a member of our team, please call 0800 587 5880 or email sales@crowndisplay.co.uk.
