Keeping the Story Alive

Retail – it has so many connotations for people. Some think of retail as cheap and short lived, others view it as unnecessary, but I believe it is an avenue where design can truly come alive and tell a story. It’s a place where emotions are pulled in multiple directions – “Should I buy this? I don’t need it, but I really want it.” –and when the shopping bag is in your hand as you walk out the store, you play a role in continuing the story.

As a designer, I want to build my career developing those ideas and environments. What makes someone choose one store over another? Do shoppers really understand that they are characters in a story? I believe that any retailer, whether it’s a glamorous shoe boutique or a neighborhood grocery store, has the potential to create a positive and resonating experience for shoppers. According to most designers, our goal is to develop places where people can feel connected and engaged. In retail, that positive environment needs to be taken to the next level because of changes in the market. Shopping in stores is no longer the only way to purchase goods. Today, we can order our groceries, medications and attire all on the web. And the popularity of online shopping keeps on growing.

My friend and I are avid shoppers (not so great for our budgets). For me, you have to get me in your store if you want me to make a purchase. But my friend finds the excitement of the purchase, whether she’s shopping in a store or online.

Will we eventually reach the stage where we don’t need the physical stores? Personally, I would be devastated. So as designers, we need to make sure we keep the story alive so that consumers will always want to fulfill their shopping needs in a brick-and-mortar environment. We need to create spaces where they want to walk in and admire what’s around them, talk to the sales associate and ultimately make a purchase. Don’t get me wrong: Online shopping is great for those quick purchases that you don’t want to think about. But my goal as a designer is to draw people in and give them a retail story they will want to experience again and again.

Amanda E. Searfoss is completing her bachelor's degree in interior design from the University of Cincinnati (June 2010), recognized as one of the leading programs in the country. Communicating brand quality through spatial experience has been a focus of her education. She looks forward to engaging in the rebound of retail design and the opportunity to assess, develop and express brands in the future.