Retail of tomorrow
The online boom has certainly
changed the way in which consumers shop. The question is how should we change
the way we design for retail stores? There is no doubt that if retailers don’t
engage consumers with a memorable experience then the price comparison,
convenience and comfort of an online store will dominate the rapidly changing
The role of the retail space is
The role of
the retail space is changing. In the past year, shoppers have clicked and spent $10 billion to $12
billion online, about 5 per cent of total retail sales of $250 billion. The
executive director of the Australian Retailers Association, Russell Zimmerman,
says about half the online figure was spent offshore (Helen Greenwood SMH 2011).
have broadened and business models have had to adapt to a shift from
traditional retail methods. While retail has customarily been seen as competing
with online business customers ultimately care about their needs being met - service,
convenience and value. This has seen many retail stores attempt to combine the
shopping experiences with one of customer service, in order to encourage
impulse purchases and offering the facility of online monetary
Geographic Store, Singapore.
such as National Geographic have embraced this theory encouraging a more
experiential and educational retail experience in their stores (Singapore store
featured below). Their stores are highly curated and offer high levels of
attraction and entertainment in order to expand their market from a lifestyle
publication into a TV channel, website and museum to redefine their brand to compete
during this transitional stage of retail.
competitive and transitional market place, brands need to be memorable and
powerful. They need to tell a story in order to sell their products,
particularly in the digital age. Consumers need to know what they are buying
and why. This is part of the reason that retail stores are looking to correlate
a physical space with an online store as a powerful tool in marketing their products
and services. Retail design needs to embrace and nurture this theory as spaces
become transitional and flexible for the evolving needs of consumers.
Call omgprojects today for advice on your retail brand + shop fitout (02) 9262 7254 or email us email@example.com