With changing times, the consumers’ expectation from a brand, its products/services and the shopping experience it provides has changed considerably. This has forced retail owners to re-define their store proposition and undertake recognised measures to address the varying needs of the consumers. As a store is the powerful tool in the hands of retail owners to meet consumer’s growing expectations, retailers now give adequate emphasis to retail interior design.
Exterior store design is one of the main factors that shape the perception of the consumers about the store. It is the first thing that a consumer sees about the store, which makes it a deciding factor whether they should enter the store or not. Hence, exterior store design should communicate an impressive image of the store and entice consumers to come inside. The elements that affect the exterior look of the store include store fascia, window displays and store entrance.
a) Store Fascia: Store fascia is the most visible and primary expression of a company’s identity. It tells customers what your store is all about whilst portraying both the positive and the right image of the store. The store fascia should be designed in a way that it accurately represents your business and attracts the appropriate audience. It should be unique and attractive to entice passers-by into the store.
b) Window Displays: Window displays have emerged from merely products stocking spaces to potential marketing tool. It is an important point of contact between the store and customer and has tremendous power to attract visitors. By thoughtful displays of best store merchandise in window displays, you can easily convert the passing by visitors into loyal customers. However, avoid clutter of products as it distracts the visitors. Keep the window displays clean so that it gives a proper preview of the store inside. Change the positioning of products, photos, mannequins and other items on the display after periodic intervals. Also, use bold colours and proper lighting to highlight the products on your display and attract the customers into the store.
c) Entrance: The work is half done when a visitor is greeted by a well-designed entrance that sets his/her mood for a purchase. Determine the number of entrances that your store should have on the basis of the store layout and traffic. The purpose of the front entrance and the back entrances are different, hence the design should be done considering the purposes the entrance serves. The entrances should be wide, spacious and welcoming. There should be no clutter or barriers at the entrances. Also, nice graphics at the entrance and exit create a lasting impression on the visitors. Entrances should also give an overview of what a consumer should expect after entering the store.
Thus, the exterior elements, including store fascia, window displays and entrance all work together in creating an aesthetic and function retail design that catches the customer’s attention and leads them into the store.