Retail Store DesignRetail Store Design“Creating a Powerful Store Image”“Creating a Powerful Store Image”

--Donna GearyDonna Geary

Stephanie CreekStephanie Creek

John LimJohn Lim

Jim HodgsonJim Hodgson

You never get a second chance You never get a second chance to make a first impression…to make a first impression…

A store’s appearance A store’s appearance holds the most sway in holds the most sway in enticing customers enticing customers through the doors.through the doors.

People tend to sum up People tend to sum up their initial store their initial store encounter in visual encounter in visual terms.terms.

Apple Store in NYC has a uniquedesign that draws customers inside.

10 ways to turn off customers10 ways to turn off customers-First Impressions--First Impressions-

Dirty bathroomsDirty bathrooms Messy dressing roomsMessy dressing rooms Loud musicLoud music Handwritten signsHandwritten signs Stained floors or Stained floors or

ceiling tilesceiling tiles Poor lightingPoor lighting Offensive odorsOffensive odors Crowded aislesCrowded aisles Disorganized checkout Disorganized checkout

counterscounters Lack of shopping Lack of shopping

carts/basketscarts/baskets

““The Image-Makers”The Image-Makers”

1. An Identifiable Store Name1. An Identifiable Store Name

2. A Powerful Visual Trademark2. A Powerful Visual Trademark

3. An Unmistakable Store Front3. An Unmistakable Store Front

4. An Inviting Entrance4. An Inviting Entrance

5. A Consistent and Compelling Store 5. A Consistent and Compelling Store Look and HookLook and Hook

1. Identifiable Store Names1. Identifiable Store Names

Sets the tone of the Sets the tone of the storestore

Distinguishes a store Distinguishes a store in the customer’s in the customer’s mindmind

Store name should be Store name should be easy to say and easy to say and rememberremember

2. Powerful Visual Trademarks2. Powerful Visual Trademarks

Provides a visual image to accompany a Provides a visual image to accompany a store namestore name

Combine words, pictures, colors, shapes, Combine words, pictures, colors, shapes, and styles to make it stand outand styles to make it stand out

Store should be identifiable even without Store should be identifiable even without seeing store nameseeing store name

3. Unmistakable Storefront 3. Unmistakable Storefront Traffic-StoppersTraffic-Stoppers

Provide instant Provide instant recognition and recallrecognition and recall

Must project a Must project a welcoming, clear, and welcoming, clear, and concise image of concise image of what’s insidewhat’s inside

Use thoughtful combo Use thoughtful combo of exterior of exterior architecture, signage, architecture, signage, and window displaysand window displays

4. Store Entrance4. Store Entrance

Mall retailers easily Mall retailers easily lure costumers in with lure costumers in with wide open entrances wide open entrances from the main mallfrom the main mall

Visual clutter near Visual clutter near store entrance may store entrance may turn off customersturn off customers

Street retailers need Street retailers need an unobstructed and an unobstructed and welcoming doorway to welcoming doorway to attract nearby attract nearby motoristsmotorists

Mall Entrance

Street Entrance

5. Store Look and Hook5. Store Look and Hook

Visual LookVisual Look An inviting entrance is crucial for a positive first An inviting entrance is crucial for a positive first

impressionimpression Inside store should be organized and consistent to Inside store should be organized and consistent to

limit confusionlimit confusion

Visual HookVisual Hook Diverts customer’s attention with a “Stop! There’s Diverts customer’s attention with a “Stop! There’s

something here for you!”something here for you!” Should combine all visual merchandising componentsShould combine all visual merchandising components Many store retailers are using sensory appeal for the Many store retailers are using sensory appeal for the

total packagetotal package

SourcesSources

http://www.sideroad.com/Retail_Services/store-desihttp://www.sideroad.com/Retail_Services/store-design-visual-merchandising.htmlgn-visual-merchandising.html

http://retail.about.com/od/storedesign/tp/store_donthttp://retail.about.com/od/storedesign/tp/store_donts.htms.htm