CHAPTER 9
RETAIL DESIGN
LEARNING OBJECTIVES
Explore the scope of retail design and its
use in building an identity and image that
supports RPM objectives
 Understand the role that retail design
plays in reinforcing a retailer’s market
position
 Understand the importance of ambience
and atmospherics in retailing
 Introduce terms and technology
applications associated with retail design
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RETAIL OUTLET DESIGN
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Creating a positive relationship between products
and the environment in which they are sold
Includes all types of retail outlet, but store based
retailers have best opportunity to design ‘real space’.
A retail outlet is essentially a collection of materials,
colours and space, subject to trends and themes
Unique features in a store can provide the
opportunity for creativity
Outlet design and design of fixtures and fittings
(chapter 10) are inter-related
MATERIALS
Retail design can be used to target groups
of consumers. The messages sent out by
different materials can help in this process.
 Decision also depends on:

 type
of product sold
 costs
 store traffic
 fashion
 environmental and safety concerns
ATMOSPHERICS
Formation of a subliminal message by the
creation of an aura or atmosphere, which
is interpreted favourably by the customer
and results in higher sales.
 Atmospherics can be used to appeal to all
of our senses:

 colours,
textures, music, aromas, temperature
Table 9.3 Retailers who have used colour consistently in their corporate and store design
Body Shop
Green
Boots the Chemists
Blue/White
Next
Black and Cream
Store fascia, bags, corporate
communications
Fascia, packaging, uniforms, bags,
Fixturing.
Fascia, bags, corporate communications
LIGHTING

Contributes to atmosphere, and overall
design
 Ambient
lighting level
 Up-lighters
 Down-lighters
 Pendent lamps
 Spot lights
 Wall lights
Many fixtures now have integrated
lighting
 Different coloured light
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SIGNAGE
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When visual cues are not sufficient
Types
 for
location and guidance purposes
 to communicate corporate policy
 related to merchandise (brands, prices, sizes)
 related to promotional activity
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Design of signage (size, font, colour) should be
incorporated in overall retail design
Illuminated and LDS are being used as cost falls
Information Vs clutter?
STORE DESIGN AND THE
CORPORATE IMAGE
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The outlet and its environment play a large
part in the formation and maintenance of a
corporate image
A favourable corporate image is vital to retain
loyal customers
Updating and refurbishing stores tells the
customer the retailer is in touch with their
needs
Leave it so long that a design overhaul is
necessary runs the risk of customer
alienation
THE EXTERIOR DESIGN
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Communicates to customer who retailer is
and what they stand for
Fascia
 name,
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logo, corporate graphics and colours
Store entrance
 open
 semi-open
 funnel
/ recessed / lobby
 standard door
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Window
Location
STORE IMAGE
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A well established qualitative, allencompassing evaluative tool
‘the way in which the store is defined in the
shopper’s mind’ (Martineau, 1958)
Retail images need to be reinforced and
provide added benefit to shoppers
Retail images now need to transcend multiformat organisations
Design plays an important part in developing
a retail image
THE RETAIL BRAND
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A retail brand is an extension of branding that is
associated with the product range
The retail brand encompasses the product and the
processes associated with a company that a
consumer chooses to shop.
Many retailers have extended their core product
ranges under the umbrella of the retail brand to
increase the variety of product categories on offer
Design plays a role in the retail brand extension
process, by increasing brand awareness, reinforcing
brand values, and developing new markets
LIFESTYLE RETAILING
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A very loose term, widely used in retail trade
and literature
“Offering extended product ranges that are
focused onto a particular customer type”
A lifestyle can be
 generalist
(wide variety of product types, with
shallow but specific product orientation)
 specialist (offers depth and sometimes width
targeted at specific lifestyle needs)
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Product range reflects the approach to life
and likely choices of particular customers
PLANNING RETAIL DESIGNS
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Design template needs to include not only the outlet
design, but also
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merchandise
customers
Computerised visualisations allow retail designers
more opportunity to assess the interplay between
elements in the pre-installation design phase
Latest models incorporate merchandise and human
forms and can provide further benefits:
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linking store design to retail productivity and space allocation
creation of an holistic and consistent image across stores
virtual walk-through for staff training
FLAGSHIP STORES
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The pinnacle in the retail chain:
 large, full range, high footfall and/or
prestigious location
Emphasis on brand building and
reinforcement
Important for retailer’s communication
strategy (see chapter 11) via media coverage
Also used by non-retail brands to showcase
products
Specific stores are also used for operational
trials
THE STRATEGIC ROLE OF
STORE DESIGN
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Store design is a way of keeping shoppers in the face
of:
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time poor lifestyles
 rising service expectation of shoppers
 convenience orientated non-store retail formats
 international competition
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A store environment that delights and enthuses will
continue to make store shopping an enjoyable leisure
pursuit
New shopping centres (e.g. Bullring, Birmingham,
UK) provide showcases for groundbreaking retail
design
The pressure to introduce new designs is resulting in
an accelerated design cycle and more investment