Pivotal to this approach is the alignment of store layout, design, graphics, exterior and visual merchandising. In this document you will read about the activities necessary in case of the redevelopment of a store formula, instore concept or store location.
1. Strategy Development
The store concept is founded on a market approach and a market strategy. Who do I want to be for my consumers and what do I want to offer them? What is my added value relative to other parties in the market place? How do I stay ahead of my competitors? How do I create consumer loyalty?
Practicable visions, developed from practical experience. Insight into consumer behaviour. Being a sparring partner to clients. Offering solutions. Devising the right basic principles.
2. Developing a layout
The store layout is the foundation of the store formula. Routing, orientation, focal points and assortment structure are key notions. Whether you have a surface of 100 or 10,000 m2, the store layout is the foundation from where you build all your other developments. A spatial vision linked to knowledge of the market are the input.
3. Store Design
Colour, materials and spatial perception in relation to the lighting concept constitute the foundation of consumers’ instore emotional experience. Architectural principles combined with commercial concepts bring the store to live. The visualisation in the designing process through blueprints, mood boards and computer impressions provide insight into the future store image
4. Exterior image
The first impression people get of the store. How the store presents itself to the world. Striking a balance between environment and concept. Providing transparency. Showing who you are. The exterior has to be capable of reeling in the consumer. Recognisability, attractiveness and quality are key notions. The right presentation in the design phase is what's needed to persuade people.
5. Store Graphics
Communicating with your customers in words and images. Who am I, what values do I represent? Expanding and supporting the brand. Giving off price signals and providing information. Only if you have a conceptual structure to back up your store graphics that is integrated in the corporate identity as a whole, it will help build the overall concept. Creative vision and developments combined with computer animations are necessary tools here.
6. Visual Merchandising
It’s not about what you sell, it’s how you sell it. Presenting your merchandise in a way that will really do the selling for you. Opting for a conceptual approach does not only call for development, it also needs support and training. Not just in the week of the grand opening, but realising an optimum store image week after week calls for process-based thinking, where the store staff become the critical success factor. This is the domain of seasoned specialists.