Retail design plays a critical role in shaping the physical environment of a retail store, but that’s not all. Strategic design also influences customer perceptions, buying behavior, and business success.
As a global retail store design agency with experience working in the Middle East and Africa region, home to some of the world’s most attractive global retail markets, we understand the benefits of retail design and branding.
Benefits of Retail Design in Retail Branding
Retail design is a cornerstone of retail branding, ensuring consumers experience a memorable and immersive brand experience. The following benefits directly result from aligning retail design with brand goals.
Enhance Customer Experience
Retail design aligns physical space with brand identity and customer needs. Retailers can enhance customer engagement, streamline navigation, and drive sales by strategically organizing store layouts, product displays, and signage.
Art of Living, an interior design concept store in the MENA region, takes the shopping experience one step further by providing “access to a shopping consultant who will accompany customers on a guided tour across the mall, answering all their questions and giving them valuable insights about items of interest.”
Optimize Space and Flow
Effective retail design encourages customer flow, making it easier to navigate throughout the store. Reducing customer frustration improves the shopping experience and increases the chance of impulsive purchases.
Strengthen Brand Identity
A strategically designed retail store can boost retail branding. The brand's value escalates when the lighting, color scheme, and design are reflected in the signage and other tangible aspects. Concept stores, such as Ether and Amongst Few, are great examples of retail design that strengthens brand identity.
Boost Sales and Profitability
Strategic layout and product placement improve the shopping experience, inspire matching purchases, and encourage future visits. Each of these benefits prompts more sales and increases profitability.
Incorporate Inclusivity
Accessibility is a key consideration in retail design, ensuring that the store is accessible to consumers with various abilities. By incorporating inclusivity in store design, brands can expand their customer base.
Retail Designing: A Shift in Consumer Mindset
Business Disability Forum research revealed that 65% of disabled consumers felt that their purchasing choices were limited, while 43% admitted to abandoning an online or in-person shopping task prematurely due to design information regarding accessibility. Although these research results are UK-specific, they demonstrate a global shift in consumer mindset that prioritizes accessibility.
Consumers have become increasingly aware of the need for retailers to incorporate diversity and accessibility into retail design. As awareness grows, there’s been an increased demand for retail stores to prioritize accessibility while incorporating functionality and aesthetics.
Role of Retail Design and Accessibility
Integrating accessibility and inclusivity into retail design has become fundamental to creating meaningful and inclusive customer experiences. Consider the following priority features of accessible retail design.
- Mobility-friendly design to ensure that everyone can navigate the space regardless of physical ability
- Spacious aisles that provide a comfortable environment for wheelchairs to pass without difficulties
- Accessible shelves that ensure disabled individuals can access products, achieved through the likes of tiered shelving or assistance technology
- Easy access points should be strategically placed near exit and entry points, marked with clear signage
- Seating areas are valuable for elderly customers who need frequent breaks
- Clear signage that uses large fonts and contrast to be easy to read, even for those who have poor vision
- Well-lit spaces to improve visibility, especially for customers that are hard of seeing
As retailers become increasingly aware of the customer's mind shift, they are taking action. For example, the Saudi Human Rights Commission has encouraged shopping malls to improve their facilities by making entrances and exits accessible with ramp slopes.
In another example, Dubai Mall has introduced a different accessibility method by providing mobility equipment, such as mobility scooters, wheelchairs, and powerchairs for rent.
Visual and Auditory Experience in Retail Designing
Visual and auditory features play a role in retail design, creating an immersive customer experience. Consider the following key aspects of visual and auditory design.
Color Contrast
Color contrast enhances and stimulates sensory perceptions, creating dynamic spaces that capture attention and evoke emotions. Colors draw the eye towards focal points, facilitate navigation, and encourage exploration. The stronger the contrast, the better the readability.
Auditory Aids
Being aware of sensory inclusion is a valuable consideration for retailers. Some examples include basic sign language, integrating technology aids, and making the auditory experience inclusive.
Technology for Accessibility
Improving retail design for accessibility has become easier with the development of technology. Consider the following examples of accessibility technology.
Augmented Reality (AR)
AR has the power to enhance accessibility and improve the shopping experience by providing real-time assistance and information for shoppers. For example, AR applications can provide audio descriptions of products, assistive navigation, and even simulate the appearance of items for impaired shoppers.
Voice-Assistant Kiosks
Voice-assistant kiosks leverage natural language processing technology to interact with customers through spoken commands. By offering the convenience of kiosks without needing physical touch, they promote independence and inclusivity. This development further helps retailers develop their omnichannel efforts, such as Majid Al Futtaim, which has digitized Carrefour shopping.
AI-based Inventory Systems
AI-based inventory systems contribute to retail design by optimizing various aspects of store layout, product placement, and customer experience using advanced algorithms to make informed decisions about product positioning and space utilization.
Obstacles within Retail Design and the Path Forward
The advantages of integrating accessible retail design are noted, but a few challenges hamstring the practical implementation. Significant obstacles include budget constraints, spatial limitations, and lack of awareness. Some of these challenges are easier to overcome than others, and the help of a retail design consultant is invaluable in meeting these shifting consumer demands.
Ultimately, the concept of transformation is at the core of modern retail design. Retailers must acknowledge and embrace accessibility to ensure inclusivity for all customers. The onus is on creating a space that enhances the customer experience for everyone, ensuring that consumers leave the store with a positive experience.
The Value of a Retail Design Consultant
Hiring a retail design consultant ensures that decisions are made with the input of invaluable expertise and guidance, particularly on navigating the complexities of creating an effective retail environment.
The dedicated team at Ollen Group brings specialized knowledge and experience in optimizing store layouts, enhancing customer flow, and maximizing visual appeal for all consumers — including those with impairments.
By collaborating with a retail design consultant, retailers benefit from tailored strategies that align with their brand identity and target audience. From conceptualizing innovative design concepts to overseeing implementation, our team ensures that every aspect of the retail space is meticulously crafted to drive engagement and sales while promising a positive customer experience.
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