Retail strategy store development: Store Design

Toolbox Revisited

Within a succesfull branding process, a clear basic idea and the uniqueness of the products offered are not enough. The result should also be attractive in its elaboration. The quality of the translation of the basic principles into the store image is therefore an extremely important succes factor. In order to carry out this process in the best and most complete way possible Jos de Vries The Retail Company has developed a practical toolbox.This toolbox contains all the tools to create a complete and distinctive store concept. Using this toolbox, you will avoid making random decisions about the store´s image. They will always be rooted in the basis principles of the formula.

The various parts included in the toolbox are:

Tool 1. Store lay-out

Tool 2: Store design

Tool 3: In-store graphics

Tool 4: Visual Merchandising

Tool 5: Shop front Design

Tool 2: Store Design

When the store formula is being developed, the careful determination of the store lay-out is followed by the design of the 3-dimensional image of the store: the store design.

Store design is much more than simply a matter of translating flat store layout into a visually attractive spatial design.

For this component of the toolbox, too, it is essential that your design clearly translates into the strategic positioning and market approach of the store formula.

Colours, shapes and materials are therefore not only selected on the basis of taste and vision of the designer or client, but rather on the basis of the image you wish the consumer to have of your store.

The designer has to operate within the context. His or her creativity, quality and talent determine the final result. The emotional aspect is highly important in the store design. Colours, shapes and materials, combined with the right selection of furniture and lighting, evoke a certain feeling: the visitor experiences the store emotionally. And fitting this emotion into the desired store brand perception is where the real art comes in.

Besides these emotional objectives of the store identity, the effect of the store design also has some functional aspects. These aspects have less to do with how the customer perceives the store, and more with how he moves around and finds his way. The store design can provide the customer with points of reference in the store.

For instance, by painting walls in different colours or creating higher or lower rooms with a view. The excitement and surprise thus created is also important. Lighting plays an important role in this respect.

The final - but not the least - important factor is that the design of the store is important for product presentations and displays. You can read more about this in the section on visual merchandising.

This chapter is part of the Book "Let me tell you a store"

Please contact Jos de Vries The Retail Company for further information.