design:retail - July 2016 - (Page 18)

designer picks 018 The Importance of Place ROBERT GEHR REGIONAL DIRECTOR, BRAND ARCHITECTURE LARSON DESIGN GROUP rgehr@larsondesigngroup.com W E SEEM TO have become experts at customer movements and product placement, but we've forgotten about the importance of the space where a customer's experience takes place. Online sales are growing while the shopping experience has been reduced to a series of algorithms. Shopping is more than just buying; it's a social and emotional experience that is meant to engage the senses. 1. Mall Rats The shopping experience begins when you pull into the parking lot or enter a downtown shopping district. Parking and walking areas need to be well lit, clean and safe. Gathering areas, outdoor retail kiosks and food carts can add to the experience. Customers are engaged earlier in the experience and the square footage of effective selling area is increased. 2. Coming to Our Senses [1] [2] Stark big-box stores piled high with products do little to engage customers. In a way, they mimic the stark environment of the internet in physical form. Consumers retreat to online shopping because of the convenience of shopping in a comfortable environment. Tomorrow's stores must engage their customers' senses and provide an atmosphere comfortable enough to rival internet shopping. 3. Seeing Stars Ratings and reviews are used by most online shoppers. The physical retail experience is well suited to outperform any rating system through its ability to provide product samples and bold informational displays to allow the customer to learn about the product in a tangible way. 4. Cheers [3] [4] The place "where everybody knows your name." Technology will ensure that customers will be recognized and that their shopping experience will be tailored to them personally. But, shopping is a social experience, and retailers must begin to think of themselves as destinations and gathering places in order to build customer loyalty. 5. Getting Intimate Many warehouse retail stores don't connect with shoppers emotionally. Endless aisles, concrete floors and buzzing lights will be replaced by smaller departments that take on a feeling of comfort within the overall store. These departments will showcase products and aid the customer in navigation and decision-making. Rendering courtesy of LARSON DESIGN GROUP ROBERT GEHR IS REGIONAL DIRECTOR OF BRAND ARCHITECTURE FOR LARSON DESIGN GROUP, A FULL-SERVICE BRAND ARCHITECTURE AND ENGINEERING FIRM. HE HAS MORE THAN 25 YEARS OF VARIED DESIGN EXPERIENCE, WITH A FOCUS ON CULTIVATING SALES-CONDUCIVE SHOPPING EXPERIENCES FOR MAJOR RETAIL BRANDS ACROSS THE COUNTRY. [5] JULY 2016 DESIGNRETAILONLINE.COM GLOBALSHOP.ORG All photos courtesy of THINKSTOCK (unless otherwise noted) http://www.DESIGNRETAILONLINE.COM http://www.GLOBALSHOP.ORG

Table of Contents for the Digital Edition of design:retail - July 2016

design:retail - July 2016
Contents
Editor’s Note
On Trend
We Love This!
Designer Picks
Clicks & Mortar
Postcard
Mingle
How'd They Do That?
Have You Heard?
Shopper Insights
Shopping with Paco
Bolon
Kum & Go
Intersport Klöpping
Nino Álvarez
Fixture Leaders
Products
Backstory

design:retail - July 2016

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