When you design and execute branded environments, you encounter and, yes, sometimes use flowery insider terms, such as “storytelling platforms” and “immersive customer experiences.”
But those seemingly grandiloquent terms describe the underlying power of well-designed spaces that enhance the customer experience and brand loyalty.
Let’s dig a little deeper into how innovative retail design intertwines with practical and aspirational goals and perhaps merits flowery, grandiloquent terms.
First impressions guide brand identity
While it’s possible that a customer formed a first impression of your brand from advertising or social media before ever entering a store, the initial impact of a branded space is an important moment. Beyond the basics of looking neat, clean, organized and well lit, there’s a full sensory moment of being inviting and impressive without being intimidating.
There’s a wide range of intentions and goals to meet for retailers. A luxury retailer might want the look and feel of an exclusive club, while a big box retailer envisions an enthusiastic greeting and immediate and clear navigational support. Both want their customers to feel comfortable and eager to advance.
Louis Vuitton pop-up store, located in Shanghai Honqiao Airport. Its attention grabbing design draws shoppers into the striking open concept retail space.
A thoughtfully designed space begins with a clear understanding of wants, needs and goals for the refreshed customer experience. And that resulting store design should fully infuse store entry with a communication of what the brand stands for and the positive brand experience that lies ahead for the customer.
This engagement is a first step toward brand connection and then brand loyalty.
Intuitive navigation and wayfinding for all trip missions
Some customers are in a hurry. Some are not. Some know exactly what they want. Some are uncertain and need help. And some are uncertain but want to figure things out on their own.
Good retail design ensures that customers can navigate the store easily and meet diverse goals without stress or frustration.
Micro Center located in Charlotte, N.C. Good wayfinding and in-store signage help customers navigate their shopping journey.
Customers who quickly find what they want often feel relaxed and ahead of schedule, so they might pause after buying light bulbs and dog food and — “Wow, that’s cool!” — impulse buy a pricey outdoor Halloween decoration. Those who are comfortable using their phones as part of the in-store experience can be provided multiple opportunities and benefits, while those who view their phones as something only for calling family are equally well-served and content.
Intuitive layouts, clear signage and strategically placed fixtures and displays guide customers through the store seamlessly. This positive interaction can lead to repeat visits, reinforcing brand loyalty.
Interactive experiences and immersive storytelling
Confident, comfortable shoppers often are willing to engage on a deeper level, and this is where innovative store design offers experiences that reflect your brand’s story, values and personality. And helps sell products.
Interactive displays, themed areas, stores within a store, hands-on product trials and multimedia experiences bring your brand and your products to life. Experiential zones for seeing, touching and using products distinguish stores from online shopping, and they can create deeper connections and promote return visits and customer loyalty.
Outernet is the most visited cultural attraction in the UK, a virtually real entertainment district that brings together breath-taking arts, culture and music experiences for all the family.
This includes connecting your CRM (Customer Relationship Management) and your store design, allowing customers to share their information at whatever level with which they feel comfortable. Understanding your customers and then leaning into opportunities to relay concise, effective and aesthetically pleasing messaging in new ways can differentiate your brand in customers’ conscious and unconscious minds. This meshes your brand into their thinking when they need or want to buy products or services and improves conversion rates.
Further, these experiences can encourage social sharing. Today’s customers love to share fun, cool shopping moments online with friends and the wider social media world. They become brand advocates, and their photos and videos become advertisements for your stores and products from trusted sources to potential new customers.
Brand differentiation, brand consistency
Super-creative or futuristic retail design sometimes ignores or at least slights a foundational need: scale. One creatively designed store does not make a great brand. That’s why truly great store design is repeatable for a diversity of footprints and regions and is consistent across all store locations.
When customers encounter the same high-quality experience in each of your stores, it reinforces their trust in your brand and can help you differentiate your brand from competitors. While there are regular seasonal variations and some strategic surprises, customers generally know what to expect and feel a sense of familiarity, which enhances their loyalty.
The T-Mobile store located in Decatur, GA. This retail design redefines the phone shopping experience, prioritizing your comfort and convenience.
Recall those “flowery, grandiloquent terms” we noted at the beginning? We can jest about them, just as a doctor, lawyer or football coach might smile at someone’s blank look when they use their professional language.
But those terms are meaningful when you think deeply about retail design. Yes, at Miller Zell we consider our design of fixtures, décor and POP as part of a client’s brand storytelling. Yes, we use a holistic approach to design that pairs optimized, immersive customer experiences and scaled execution.
In the end, it’s about results. Well-designed branded environments achieve retailers’ chief goals — enhancing the customer experience, building brand loyalty and fostering ROI.