Canadian Retailer - November/December 2010 - (Page 12)

| store design What’s in store for While the recent economic slowdown may have affected retail sales, its steady recovery in 2010 has fostered fresh ideas and a revitalization of traditional retail design. | By: Tara Nolan 2011 can talk about product, it’s about a more experiential retail experience that builds relationships with customers and cultivates brand loyalty. “Stores offer more than products, they offer ways to satisfy lifestyles,” says Tara O’Neil, Chief Creative Officer of Perennial Inc. “To do this they offer their customers spaces to explore, interact and pause.” The Apple Store is the poster child for interactivity with its live demos and mobile employees who can help customers complete a transaction or answer a technical question anywhere in the space at any time. “The paradigm of the cash desk is changing dramatically,” says Lacroix. orking with fewer resources, retailers are increasingly looking for efficiencies in store design while maintaining a powerful impact that will engage their customers and translate into sales. So, how have smaller budgets produced better stores? This need to be resourceful has given retailers and designers an opportunity to take a step back and reflect upon what is truly important to the overall customer experience. And some of the results may be surprising. “It is important to note that stylish, compelling design does not necessarily have to be expensive,” says David Milne, President and Creative Director of DMD Retail Design. “Just look at Joe Fresh and Volkswagen as good examples.” A much simpler aesthetic is evolving to create less cluttered, more customer-centric environments. And those who make it to market quicker will reap the benefits. As Jean-Pierre Lacroix, President of Shikatani Lacroix Design Inc., points out, store renovations used to take place every seven to ten years. Now stores must capitalize on store design by changing things up every three to four years. “Our experience suggests that a rejuvenated retail environment can improve sales by 10 to 20 per cent,” adds Bruce Smith, Vice President, Business Strategy at DMD. “That is really significant when you think about it.” Here is how design experts believe the retail space will evolve in 2011 and beyond to continue to meet customer expectations and improve the bottom line. W EasyPay es their own pple Store us on-cash transactions The A rocess n e. system to p re in the stor om anywhe fr Improved customer service Retailers are continually seeking better ways to serve their customers. This isn’t just about a friendly staff that “The new product that people are selling is knowledge.” This concept can be tailored for retailers both large and small, depending on the product. One company that adopted this trend by opening its first retail store is Royal Bank of Canada, one of Peren- 12 | canadian retailer | november/december 2010 | retailcouncil.org/cdnretailer http://www.retailcouncil.org/cdnretailer

Table of Contents for the Digital Edition of Canadian Retailer - November/December 2010

Canadian Retailer - November/december 2010
Table of Contents
Publisher’s Desk
Shop Talk
Store Design
Retail Leader Perspectives
Rcc: Year in Review
Member Profile
Global Sourcing
Rumour Mill
Retail q&a
Grassroots Marketing
Advertisers’ Index
You Asked Us

Canadian Retailer - November/December 2010

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