At Blucap Interiors, there are a few points we consider that apply to any and all commercial interior design projects that should be considered in combination with what we are about to share today. These include functionality, brand identity, creativity and uniqueness, budget and schedule. On top of the above factors, there are a number of topics to address when looking specifically at a retail project.
PRODUCT DISPLAY AND PLACEMENT
In any retail space it is important that your product takes centre stage. Throughout our process we work with you to determine how to best display your products and how they should be positioned within your space to maximize exposure and, ultimately, sales. A sample of the considerations we guide you through in regards to product display and placement include:
- custom vs. off-the-shelf display options: we often land on a combination of both to provide a solution that works with both your brand and your budget. It is a little shocking how few options there are for standard, nice merchandise displays out there!
- amount of product on display: one piece of advice we always have for our retail clients is to try not to overwhelm their customers with too much product. It’s important to have enough space to move around without feeling too crowded, and to be able to get a good, clear view of the product being displayed.
- sight lines: it’s important that you don’t create hiding places in your store where shoplifters can escape your view.
Another important factor when looking at retail interior design is how you would like customers to move through your space. There are a number of different approaches depending on the experience you wish to create. That’s essentially what we are doing, designing an experience! The location of your sales counter, progression of products from front to back of store, amount of room to move, types of displays used, and location of change rooms are just some of the pieces that come together to form the traffic patterns of your customers.
Once the customer makes that right turn, we want them to keep going around the store. Designing the store with an easy flow is very important to get the customers to see all the product and increase the chance of purchasing them. This includes wide walkways that will allow customers to stop and shop and others to pass by. Narrow walkways will scare away new customers. We also like to create focal points in that back wall in order to attract customers towards the end of the store.
We cannot stress enough how important lighting is in retail interior design! You not only want to use lighting in a way that makes your store inviting to your customers, it must also provide an appropriate amount and colour of light to accurately present the product. While warm light like you would have in your living room might feel very comfortable and pleasing to the eye, it distorts the colour of the products you sell. A light temperature closer to daylight will accurately render the actual colour of the goods you carry.
In addition to general lighting within your store, feature lighting either suspended from the ceiling or incorporated within displays is essential when you want to highlight specific displays or areas.
STORAGE AND STOCKING
In order for your shelves to look just perfectly stocked, not too little and not too much, it’s important to have ample and convenient storage solutions throughout your space. Our team is versed in designing storage into displays, cash desks, back rooms… wherever it fits and makes sense. When you are busy and your stock is flying off the shelves you don’t want staff to have to run to the back of the store to look for something that has run out if possible.
We typically focus on interiors (for obvious reasons!), but don’t forget that the exterior of your store should also be considered. Your storefront may be what entices someone to visit you in the first place, so make sure to pay some attention here as well. Your signage and window displays will play a big part in this.
INVITE THE CUSTOMER TO STAY LONGER
Adding seating space might seem like a waste of space but think of customers coming with someone who doesn’t want to shop. Adding somewhere they can wait will make your customer stay longer and increase the purchasing chances.
INDULGE THE IMPULSE PURCHASES AND GIVE MERCHANDISE SPACE
For those items we want customers to take last minute, place them in baskets around the checkout counter or other spaces. We have been in plenty of stores with so much product but no clientele. Make sure you give merchandise space. Customers will be overwhelmed if the stores are too packed.
The fitting room is one of the most important spaces in the store. When the client is trying new clothes on, the lighting needs to be right, this area needs to be comfortable and you need to make the customer feel like a million bucks! This is where you make that sale. Front lighting helps avoid shadows and make customers feel more attractive. Area rugs or carpets are a great way to let customers take their shoes off and feel at home. Hangers or hang bars are a must to place the merchandise and a comfortable seat is always in style for these areas.
KEEP THE CUSTOMERS INTEREST
As customers walk around the store keep their interest by adding decorative objects throughout. Merchandise decorative objects with accessories or other apparel pieces in places hard to reach. The point is for customers to see them, not to shop them. The ones we want them to purchase will be at their reach.