Branded spaces — stores, banks, restaurants, universities, medical facilities, office buildings, etc. — are navigated every day by customers and workers. Whether you want to call it “wayfinding” or “store navigation,” it’s a critical part of designing branded environments.
Simply, if those customers and workers can easily find what they want or where they want to go, they are happy or at least satisfied. And if they can’t, they strike a range between frustrated and angry.
Happy people are better.
So, let’s consider five steps toward a holistic understanding of wayfinding as an interactive, customer experience process.
Clear, consistent, on-brand signage
The first step is making a commitment to clear, consistent and on-brand signage, whether that signage is print or digital, large or small. This is about consistent colors, logos, fonts and messaging for all your locations and store footprints.
If a loyal customer in one city visits one of your stores in another town, they should feel immediately comfortable and familiar with the signage and in-store communication and know that it will help them fulfill their trip mission.
This circles back to creating and maintaining a positive brand identity based on a brand playbook and brand guidelines that are followed by all in-store signage and décor. Whatever the intent, all store-to-customer communication must be on-brand and purposeful.
Wayfinding is about getting from point A to point B. Doing that as efficiently as possible while also recognizing it as a branded experience creates an interaction that inspires retail store loyalty.
Branded wayfinding and navigational signage located at M&M's World in London's Theatre District.
Don’t bypass the basics of store navigation
Wayfinding has existed since the first retail stores opened for customers. You enter a public space with specific goals, and it always proves gratifying if you find what you’re looking for quickly and easily.
So, signs and visual cues that guide customers still follow long-standing, basic rules:
- Strategic placement: Place signs at key intersections and near product categories.
- Consistent messaging: Use clear and consistent language and symbols to avoid confusion.
- Hierarchy of signs: Use different sizes and colors to indicate the importance of various signs.
- Visual cues: Incorporate arrows, icons or other visual cues to guide customers.
- Color coding: Use color to differentiate product categories or departments.
- Floor graphics: Incorporate floor graphics or decals to guide customers.
- Thoughtful lighting: Use lighting to highlight specific areas or products.
- Architectural features: Utilize architectural features, such as arches or columns, to create visual landmarks.
Does this run counter to a desire for innovation? No. It just leans into the idea that innovation is about improvement, not simply change. You keep on using what works until you develop something that works better.
Color-coded wayfinding and navigational signage used to distinguish product categories and departments at Farmatodo in Medellín, Colombia.
Store navigation is not only about signage
Some customers don’t actively engage with store signage, at least not consciously. And loyal or frequent customers can become a different sort of shopper based on specific trip missions. They can be in a rush to find a specific product or in a chill, browsing mood.
Sometimes they follow their product-search intuition, which can be supported by an intuitive store layout. This includes:
- Natural flow: Design the store layout to encourage a natural flow of traffic. Shoppers don’t know why they immediately look up at large signage and turn left upon entering your store, but they do it anyway. And you want them to.
- Clear pathways: Create clear and unobstructed pathways throughout your store, with particular attention paid (if necessary) to providing space to accommodate cart use at peak hours.
- Product placement: Place frequently purchased items in high-traffic areas with an eye toward minimizing congestion.
- Related products: Group related products together to make it easier for customers to find what they need. And perhaps buy a few things they didn’t know they needed before seeing them enticingly displayed in a lovely fixture.
Every aspect of your store design should make navigation easier — even for those who are randomly browsing — while also anticipating how a customer reacts to the navigation experience.
Expert product placement and curated merchandising, paired with informative signage overhead, on display at Specialized in Atlanta, GA.
Integrating technology for customers, data-driven insights
Interactive wayfinding is the digital next step in store navigation. Its integration into your stores, as with all aspects of store design and layout, should be thoughtful, purposeful and driven to improve the customer experience.
Digital wayfinding tools include:
- Interactive kiosks: These allow customers to easily search for products and get directions.
- Digital signage: Use digital display for rotating or seasonal information, such as promotions or product locations.
- Mobile apps: Integrate in-store navigation into your mobile app, including product information, reviews and special offers.
Digital store navigation tools should enhance the user experience and provide pathways to personalized interactions and real-time updates based on customer location. Moreover, customers who opt into app capabilities will provide you data-driven insights into their paths to purchase and in-store habits, as well as likes and dislikes.
These analytics can help you optimize space layout and modify wayfinding to better fit your loyal — and big ticket — customers.
Interactive kiosk to help customers find more products online. Backcountry Showroom located in Los Angeles.
Evaluate, update and improve
Store design that elevates the customer experience is always evolving, and improving wayfinding and store navigation will always be a key part of that evolution.
So, regular evaluations and analysis are part of your store navigation solutions. You gather feedback from customers to identify areas for improvement. You use analytics to track customers’ various paths to purchase and adjust store layout as their behaviors change. You stay updated with the latest technology that can support great wayfinding.
As with all aspects of brick-and-mortar store design, the ultimate goals with store navigation and wayfinding are twofold: 1. Improve the customer experience; 2. Improve revenue.
Effective wayfinding is crucial for creating a positive shopping experience. It helps customers find what they’re looking for, reduces frustration and encourages them to explore more of the store and make more purchases.