While concept stores can change the layout and color scheme of their store design, they must first realize why it is so important to focus on these changes. Having a strong store design ultimately leads to a better customer experience and thus increased sales. First impressions really do matter, especially in retail design. Instead of focusing too much time and effort into the product that companies are trying to sell, they need to focus on where the product is being sold. In order to optimize the customer experience, companies need to invest in their store design.
1. Start with the Entrance
Since first impressions are often what stick with customers the most, it is essential for concept stores to have a strong store design starting at the very entrance of the store. The entrance is what sets the tone for the rest of the customer experience. Store designs should focus on creating engaging window displays the catch their customers’ eyes. Displaying the merchandise in a creative and exciting way will start off the customer experience the right way. The next factor to focus on is the door. Everything from how large or small, the material used, and the color is important in conveying a certain message. Concept stores should keep in mind their target customer and use materials and colors that are fluid with their store identity. Being able to successfully combine all these components will attract more customers into the store design and increase the popularity of the store. Below is an example of the Versace store design entrance. They used a glass door to complement their elegant and chic store design. They also used engaging window displays in order to attract customers into the store.
“Versace on verge of being sold for $2bn”
2. Keep the theme Fluid
Once the customer has been intrigued to visit the store design, it is important to keep the customer in the store design for as long as possible. Investing in a strong store design will allow customers to have a more positive experience within the store. Concept stores need to identify the customer they are targeting. For example, if a concept store like Michael Kors is attempting to target affluent, older women, they need to use colors, designs, and appropriate lighting techniques that are appealing to that target population. In fact, just focusing on improving lighting within store designs “increases sales by 1.93% per customer” (Perillo Construction). Below is a Michael Kors store design that incorporates all of these concepts successfully. Keeping this theme consistent with their logo and promotional techniques will make the brand more recognizable and stronger. 91% of customers have visited a store because of an online experience, so it is important to get customers interested with social media promotions but then keep them interested once they enter the store design (Marketing land).
3. The Results:
Success in these different areas will result in increased sales by 50% (Entrepreneur). Having a strong concept store is so important in the success of a company. Concept stores need to constantly be thinking about how they can improve their store design to create the optimal experience for their customers. By identifying exactly who the company wants to target and creating a strong first impression with window displays, entrance mats, and continuing the theme with strong design, coloring, and lighting, concept stores can increase sales and make a positive customer shopping experience. Having a good product only goes so far. A strong store design to accompany a great product is the successful way to increase sales.