Space planning is a crucial aspect of retail design, as it affects the customer experience, the merchandise display, and the operational efficiency of a store. However, many retail designers make common mistakes that can compromise the quality and functionality of their space planning. In this article, we will discuss some of these mistakes and how to avoid them.
One of the most common mistakes in space planning for retail design is ignoring the customer journey, which is the sequence of steps and interactions that a customer goes through in a store. The customer journey should guide the layout, circulation, signage, and zoning of the store, as well as the placement and arrangement of products and services. A well-designed customer journey can enhance the customer satisfaction, loyalty, and spending, while a poorly designed one can confuse, frustrate, and deter customers.
Retail design comes down to the effectiveness of the space to convert a sale. After designing countless stores for some of the most profitable companies in North America i've noticed a few major mistakes made that impact the main goal of the store: 1. Not providing a clear customer journey through the space and each product category 2. Not allocating appropriate space division between backstock and FOH for the product type 3. Blocking critical sight paths with fixturing that is too tall 4. Placing POS as an afterthought when it is a critical part of the journey 5. Overwhelming the customer with too many pathways in to product 6. Lining the walls without any thoughtful visual breaks
Implementing the customer journey correctly in retail planning can lead to increased recognition, customer familiarity, and ultimately, customer loyalty, which are key factors for a business's success.
Another common mistake in space planning for retail design is not optimizing the space utilization, which is the ratio of the net usable area to the gross floor area of a store. The space utilization can affect the profitability, productivity, and performance of a store, as well as the comfort and convenience of customers and staff. A high space utilization can indicate a efficient and effective use of space, while a low space utilization can indicate a waste of space and resources. To optimize the space utilization, retail designers should consider the following factors: the size and shape of the store, the type and mix of products and services, the display and storage requirements, the traffic and sales patterns, and the operational and regulatory standards.
I like to think of planning as a puzzle, where we strategically overlap the "wow" effect with a carefully sequenced punch list, aligning it with customer segmentation, product offerings, and a balanced approach to service accessibility. Often, the puzzle can become complicated and seem haphazardly arranged, but the key is to use the architecture to emphasize what we want to showcase and conceal what we don't.
A third common mistake in space planning for retail design is overlooking the visual merchandising, which is the art and science of presenting and promoting products and services in a store. The visual merchandising can influence the customer perception, attention, and decision making, as well as the brand identity, image, and message of a store. A good visual merchandising can attract, engage, and persuade customers, while a bad visual merchandising can repel, bore, and mislead customers. To improve the visual merchandising, retail designers should consider the following elements: the color, lighting, texture, scale, contrast, harmony, and hierarchy of the store, as well as the theme, story, and emotion of the display.
VM is a powerful yet complex tool that can either elevate or disrupt the ambiance of a space. Constantly adapting the space can be challenging, especially since it often needs to align with seasonal collections. However, having a structured framework and VM guidelines, including color blocking, volumes, and length considerations, plays a crucial role in effectively planning and executing these changes.
A fourth common mistake in space planning for retail design is neglecting the accessibility and safety, which are the degree and quality of access and protection that a store provides to customers and staff. The accessibility and safety can affect the customer satisfaction, trust, and loyalty, as well as the staff morale, productivity, and retention. A high accessibility and safety can indicate a inclusive and responsible store, while a low accessibility and safety can indicate a exclusive and negligent store. To enhance the accessibility and safety, retail designers should consider the following aspects: the mobility, diversity, and special needs of customers and staff, the emergency and security procedures and systems, the fire and building codes and regulations, and the environmental and social impacts and responsibilities.
Being a successful and caring brand involves prioritizing a human-centric approach that considers the well-being of both customers and staff, with safety as the foundational element to build trust and provide a positive experience. I think the pandemic has heightened our collective awareness of the significance of safe and welcoming environments. This increased awareness emphasizes the importance of prioritizing health and safety considerations in various spaces to ensure the well-being and comfort of all individuals.
A fifth common mistake in space planning for retail design is forgetting the flexibility and adaptability, which are the ability and readiness of a store to change and respond to different situations and needs. The flexibility and adaptability can affect the customer relevance, interest, and curiosity, as well as the store innovation, competitiveness, and resilience. A high flexibility and adaptability can indicate a dynamic and agile store, while a low flexibility and adaptability can indicate a static and rigid store. To increase the flexibility and adaptability, retail designers should consider the following strategies: the modular, movable, and multifunctional furniture and fixtures, the scalable, adjustable, and interchangeable display and storage systems, the seasonal, thematic, and interactive display and promotion programs, and the feedback, evaluation, and improvement processes and mechanisms.
Flexibility in retail is essential, encompassing everything from the store's overall layout to fixtures and modular designs. Successful retail operations require a continuous process of gathering customer feedback and making adjustments to meet not only their needs but also their evolving desires and expectations. Adapting to changing customer preferences is a key ingredient for long-term success in the retail industry.
A final common mistake in space planning for retail design is underestimating the importance of space planning, which is the process of analyzing, organizing, and allocating space in a store. The importance of space planning can be seen in the multiple and interrelated benefits and outcomes that it can bring to a store, such as the customer experience, the merchandise display, the operational efficiency, the profitability, the productivity, the performance, the brand identity, the image, the message, the satisfaction, the loyalty, the spending, the trust, the relevance, the interest, the curiosity, the innovation, the competitiveness, and the resilience. To appreciate the importance of space planning, retail designers should consider the following questions: How does space planning affect the customer journey? How does space planning affect the space utilization? How does space planning affect the visual merchandising? How does space planning affect the accessibility and safety? How does space planning affect the flexibility and adaptability? How does space planning affect the overall success of a store?