Retail design combines marketing, merchandising, advertising, ergonomics, and interior design to create a positive shopping experience. Fixtures must display merchandise effectively and be convenient for customers. Stores use different techniques to guide shoppers through the space, and the exterior design should attract customers based on the type of merchandise sold.
Retail design is a highly specialized discipline based on fundamental concepts in marketing, merchandising, advertising, ergonomics and interior design. The purpose of this type of design is to create the most positive shopping experience possible for both the consumer and the retailer. Some aspects of retail design are quite practical and have to do with how merchandise is stored. Other aspects are far more esoteric and have to do with creating a certain type of experience for a customer as they walk through the interior space of the store. There are also aspects of retail design that have to do with guiding shoppers through the store.
Fixtures are an important part of retail design. Not only must they display the merchandise effectively, but they should also be convenient for the customer to use. Shelves and displays that put merchandise out of arm’s reach, for example, can be quite inconvenient. The displays themselves should also reflect the aesthetics of the products being sold.
Some stores are very vocal about their retail design and make no effort to hide what they are trying to accomplish. Some furniture stores, for example, guide shoppers through various showrooms via arrows that are painted on the store’s main walkways. Other stores are more subtle and will simply create a path or series of paths by strategically placing displays and checkout wrappers on the store floor plan. For example, it is common for a clothing company to divide the store into two paths: one with displays of women’s items and another with displays of men’s items.
In addition to creating a specific type of interior space, retail design also governs the design of the store’s exterior. It is critical to retail design to create an exterior that draws customers into the space. There are several ways to do this, and the design reflects the type of merchandise sold in the store. A high-end boutique, for example, might attract customers with large windows that are used for attractive product displays, while an inexpensive home improvement store is more likely to require an exterior that offers advertising space for low-cost items. price inside.
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