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News Release from: Shop and Display Equipment Association | Subject: store design
Edited by the Marketingservicestalk Editorial
Team on 15 January 2008
sdea's top tips for retail success
The Shop and Display Equipment Association advises independents on how to make the most of their store environments and is offering Marketingservicestalk readers a free copy of its Directory.
For somebody who has natural design creativity and flair, the art of good store design may be simple But for most of us, designing an exciting store can be really tough
This article was originally published on Marketingservicestalk on 22 May 2007 at 8.00am (UK)
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You may have thousands of different products to display in a compact space, you may be fearful of losing existing customers, or missing a valuable sale and have certainly never considered your store as a work of art before.
Does this sound familiar? Then, please read on.
Setting up a shop is not an easy option these days.
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The competition is vast and the sophistication and demands are intense.
In order to survive, you must be aware of the trends and be prepared to apply them to your business.
The good news is that there are still plenty of people who love to shop, but the bad news is their expectations are even greater.
They want to look good, they want the latest trends, they want to keep up with technology and they want the best.
The threat of the internet continues to rise and we are now seeing how the ease and convenience of the virtual world is taking its toll on our sales.
The muscles of the multiples are flexing and toning to perfection and even the supermarkets, though not always inspirational, have an ever-increasing customer base mainly due to one thing - convenience.
Many are open 24 hours and they have an absolutely huge product range at incredibly low prices.
With so much competition it is amazing that so many independents are still trading.
Getting the right mix is essential for ongoing profitability.
Cram your store full, which is where so many retailers go wrong, and people quickly lose interest and shop elsewhere.
The alternative, a modern, minimal interior, backed up by good customer service, is the answer and works every time.
It gives the customer more space to shop both physically and emotionally and in turn allows the products to stand out, increasing sales and securing repeat business.
Yet, far too often we see the reverse.
Is it any wonder that the giants are getting bigger? Look at Primark's latest store on London's famous shopping paradise, Oxford Street.
With neighbours such as Marks and Spencer, Next, New Look and Selfridges, the competition is tough and it had to look good and it does.
It's fabulously classy, spacious and well merchandised, even with a vast product range.
The central escalators have been given plenty of space and are very much a focal point and dressed accordingly.
Much more top end than value, designers Dalziel and Pow and Primark have created an iconic store.
It was packed out during its first week's trading with queues around the block - a huge success.
Newcomer Hotel Chocolat went from a successful internet site to a fully functioning, fabulous looking retail chain with 22 stores in just two years.
Along with designer Terry Moore, this confectionary brand created a look that is sultry, spacious and classy, drawing a lot of inspiration from its name.
The cash desk is deliberately over scale as in a hotel reception and the ceiling was left open and sprayed black for a theatrical touch.
Strong graphics and custom-made lighting all add to its uniqueness.
Hotel Chocolat is proof, that if you get the product, design and marketing strategy right, retail can still be successful.
Another instant success is COS.
Long-term fashion favourite HandM has launched itself into a new market with its first UK site on Regent Street, where competition couldn't be greater.
COS and Pentagram Design have created a classic, calm and simple interior that allows the clothes to be the real stars.
The rich, warm, end grain timber mosaic floor, contrasts with the chemically black steel railing system that links and separates the clothing and further contrasts with the freestanding oak furniture and shelving.
The dyed grey concrete that edges the floor, flanks the stairs and dresses the cash desks adds to the mellow palette.
The lighting is bold but simple and the ceiling is blacked out and unfinished.
Once again the store was greeted with hoards of customers and competitors all wanting to get a look on its opening days.
One more addition worth a mention is the London Transport Museum shop.
Lumsden Design Partnership have thoroughly transformed an old Victorian warehouse with a floor to ceiling glass facade opening into a large spacious foyer.
Then on through floor to ceiling doors that double as postcard racks, to a well-laid-out contemporary store that makes full use of the natural light coming through the roof lights.
A mezzanine has been added and features a bank of drawers that stock their range of posters and display the corporate colours of all the stations past, present and future.
A fun Belisha beacon dominates an oversized wheel, which displays pocket money toys and forms the focal point of the store.
Otherwise simple in design, it is unique and appealing at all levels - a breath of fresh air.
There are many more examples of stores, refitting, reinventing, refurbishing and renovating to entice the 21st century shopper.
No more excuses, no more compromises, those poorly laid out, inadequately lit stores have got to go.
It is more important than ever to keep ahead of the times and ensure your store is well designed, well merchandised, well staffed, well positioned and well, unique - quite literally stop dead gorgeous.
This is where the Shop and Display Equipment Association can help: we have compiled ten top tips for independent retail success as follows.
1 Strip out the clutter to create a clean and more spacious environment; for a truly unique look, add a feature.
This format works equally well for a local convenience store or boutique.
2 Branding is vital - the look of a store must reinforce the overall corporate identity, even if you are an independent.
Allow your store to stand out from the crowd.
3 Consider the items that you stock and how they fit together, their colours and styles, what they say and what you want to say to the public.
4 Identify your target market and aim your product displays and shopfittings at that audience.
5 Choose a relevant theme and enlarge upon it, make it the very essence of your shop.
6 The window and in-store displays must work together to entice the customer in and excite them into purchasing.
This can be done with good display props and accessories.
7 Create a stunning window display to drag the shoppers in - be creative, use lots of colour and have fun.
When the shop is closed it continues to work for you so it needs to be powerful.
Another popular alternative is to open up the entire storefront so that the customer can see right through the store.
Large-format graphics can also be used in place of traditional props and are a great way to convey a corporate 'lifestyle' if you have more than one store.
8 The shopfittings and display equipment, whilst smart and modern, should also embody the store's outlook and allow the products to shine.
They should be relatively neutral, unless of course you want to enlarge upon a corporate look.
The design, innovation and creation of unique display systems and props, the use of cutting-edge materials to manufacture traditional systems, or the creation of new systems from a material normally associated with another application can all make a difference.
9 Whatever you opt for, you must also make good use of lighting, sound and smells (and even tastes in some instances) to tempt your customers.
10 For the perfect retail mix, add to this a variety of in-store events, special offers and customer loyalty benefits to ensure additional footfall and sales in quiet times.
The Shop and Display Equipment Association has a vast array of suppliers and manufacturers who between them can offer you literally thousands of innovative and exciting products and services.
Many of them will even be able to put together a themed project, as well as designing, manufacturing and installing it for you - a complete turnkey operation.
We have a unique handbook full of creative and innovative ideas and inspiration for creating retail environments that work.
The sdea Directory lists all our members with detailed descriptions of their products and services.
The showcase gallery offers a visual interpretation of their many retail display items and the quick reference guides help you locate a supplier by the retail trade or the products in which they specialise.
This Directory is usually priced at GBP10, but the first 50 readers to contact us will receive a free copy by quoting this feature.
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