When we think about the importance of the retail design, we can say that most are already aware of the importance of the point of sale looking good. But what does it mean “looks good”?
We cannot help but look more deeply at the appearance of the retail design. It is often thought that this space looks good in photos, that it is cool, that it is in trend, but the most important thing is that this sales space of yours reflects the identity of your brand. That from the very first step into the space you can feel and experience the brand exactly as it is, and to convey the creative concept that hides the sense of space.
The goal is for the client’s encounter with the brand to be the same on all platforms, that is, what you communicate on social networks, on the web or in flyers, it’s the same at the point of sale. You likely already have the heart of the brand and the mission clearly defined, so why not transfer it to the point of sale?
Along with the company’s identity and the messages you want to communicate, you should also think about what the buying experience will be at your point of sale. At the same time, great care must be given to a high-quality floor plan that will allow the client to travel exactly as you wish, without leaving it to chance. Then comes the selection of materials that will contribute to the aspect of space (read more about the materials in this blog). In addition, lighting, smell, music and noise play a very important role – that is, sound, the way products are presented, the width of the aisles and the like.
The offer of your store is also important, but is not of crucial importance to the experience of space. Of course, it is not the same whether you sell elegant women’s handbags or screwdriver, but still if you or your consultant who creates a creative concept for you assess that for your point of sale where you sell screwdriver, it can achieve the best sales results by creating an emotion that is almost identical to that of sales handbag, because it suits your target group, then you will create such an experience that, along with your brand identity, will still be different and unique for you.
As well as having a unique space experience, you should also take care of what your point of sale communicates. This meant not only communication messages in the space, but also the non-verbal part which is also crucial and is related to the appearance and clothing of your employees, price visibility, delivery conditions or offer processes, etc.
The most important thing is that you do not underestimate the role that the experience of the space has on the user and his connection with the brand, and that you are guided by creating your own unique story and not copying someone else who has completely different brand values, internal processes and similar that integrates with the sales space.
