Retail Design and the Influence of Context
Although the amount of analysis and planning involved in retail product management might appear vast, retailers should not underestimate the effects of consumer’s tastes on their sales turnover. Due to increased competition and development of interrelated products in the modern market, retailers have to increasingly focus on retail design as well as a positive brand image that supports a retailer’s product management objectives to gain a competitive advantage. Retail companies must ensure that their potential customers are induced to visit their stores through appropriate retail design. The retail design should be such that the customers are provided with an opportunity to view all the merchandise to make a purchase.
Interior designing plays an important role in attracting customers in the store. Regardless of the size of the store and the type of merchandise being sold in the store, the attractive interior design of a retail outlet substantially attracts consumers which in turn increases sales turnover. Merchandising, which involves all the functions needed to affect the selling of merchandise and incorporates such activities such as advertising, merchandise combination, on one selling, and product display is essential for the success of any business enterprise. Retail designers must, therefore, conduct extensive research regarding specific consumer demands and consumer psychology to perfect the firm’s merchandising operations. The floor plan of the retail store is important. The fixtures on which the merchandise is displayed should be designed in such a way that they attract potential customers to the shelves.
Store designing further incorporates such issues as environmental and safety concerns as well as atmospherics. Retailers should be environmentally conscious and should ensure that the materials and resources utilized in the store promote environmental conservation. Further, the retail companies should seek to adhere to the safety rules and regulations to acquire consumer confidence and maintain consumer loyalty. Further, retail designing should focus on creating an environment that acts on the subconscious state of the consumer consequently influencing his decision to purchase a product in the store. Examples include the use of color effects.