Up until a few years ago, when we spoke with our customers about successful store merchandising, planning and design, there were key elements emphasized. These included:
1. Picking the right location.
2. Signing the appropriate lease on terms you can handle.
3. Selling the most current merchandise.
4. Hiring and training great people.
5. Constantly promoting the store through both public relations and advertising.
6. Establishing very aggressive pricing policies.
7. Creating stores that are fun, interesting and exciting.
8. Being vigilant about the consistency of all of the above factors with both new and old stores.
These elements have not changed. The retail market place has changed and internet-based commerce (e-Commerce) demands that the store of the future be as different from the computer screen as a gourmet restaurant is from a can of Chef Boyardee.
Online computer buying will impact every retail industry because it allows consumers easy access to product information from home or office. From their computer or PDA, at any time of day or night your consumer can access information, comparison shop, receive discounts and order merchandise from online retailers. Why get dressed, drive to a shopping center, park, deal with the kids, etc., when you can simply shop from home?
To combat this and to remain commercially viable, the aggressive retailer has to create a store environment that provides a sensory experience that cannot be created with a computer. Modern stores should use sound, texture, graphics, lighting and video combined with great staffing to ensure their customers have an enjoyable shopping experience. The merchant of tomorrow will be agile and adaptable and will set themselves apart from other retailers. Merchants will sell solutions, not just product.
New stores will provide their own special "IT" factor that pulls customers in to the store and keeps them there. Why do customers love to shop at Nike Town, Old Navy, The Disney Stores or the GAP? Because these stores have differentiated themselves through branding and product from their competitors.
These are the design factors you must consider when planning your new store or redesigning your existing facility.
