As retail designers working across a number of sectors, we usually
respond to very specific briefs when designing a store. However, the
objective of our work is always the same: to provide a unique and
magical experience that exceeds expectations, making advocates of our
client’s customers and keeping them coming back for more.
As well as conducting our own in-depth research programmes in order
to ensure that we’re designing for the consumer’s needs and wishes,
we’re also very mindful of current trends that resonate well with
consumers. Here we have collated our observations of the most recent
trends in retail design and branding:
Online sales in the UK grew by an impressive 16% in 2013, taking the
total revenue generated to £107bn. A further 17% growth is expected for
2014. To combat this, physical stores are pulling out all the stops to
design experiences that cannot be replicated online. Queue the
renaissance of the pop-up. These stores offer much more than product,
indeed they are a real hybrid of social & creative hubs, as well as
stores. Levi’s has recently launched its ‘Commuter Workspace’ stores in
urban hotspots, which function as a resource centre for the biking
community and a hangout spot. In hospitality,
experiential dining is on the rise: from
Mary Poppins-themed
experiences, to restaurants that offer accompanying visual and audio
effects to a meal, food needs to excite diners. It seems that consumers
are seeking above all a personalised, engaging and memorable experience –
ideally with a human touch.
TIP: When designing a space, keep in mind the 3 ex’s: experience, experimentation and excitement.
While in-store technology keeps wowing customers, with Burberry
firmly at the forefront of this trend, at the other end of the spectrum
there is a desire to strip back to basics and keep things simple. In
terms of design, minimalism has been the key trend for the past few
years and shows no signs of abating – see Celine’s and Apple’s success
in fashion and technology. As consumers, we are constantly bombarded by
information, but what most of us really aim for is to de-clutter our
lives and find some form of ‘zen’ in every day life. As such, stores are
also adopting clean lines and neutral tones, and displaying merchandise
in a less-crowded manner. As a result, products become more ‘exclusive’
and desirable. Examples of this trend can be found in high-end fashion,
with The Row and Viktor & Rolf, as well as on the high street, with
Diesel Black Gold and COS.
Appeal to the senses through the intelligent use of lighting, texture, music and aroma.
TIP: While the wow effect is great, equally important is to
focus on the totality of your offer throughout the customer journey,
ensuring a seamless experience across all touch-points. Find out
what your customers actually want – and then give it to them (in a way that makes sense for your business).
Earlier this year, I-AM presented a talk at
Istanbul’s Sustainable Brands
conference, where we stated our belief that brands can make a positive
impact in the world. Brands have the power to create invaluable positive
environmental and social impact. But adopting eco-credentials for the
sake of ‘looking good’ won’t get you very far. Products that
are good (ie, give customers what they want) and also
do
good (ie, in some way make a positive impact on their surroundings) are
the ones that last. While it would be nice to think that some companies
do good things for altruistic purposes, there is certainly no harm in
telling people about them – but make sure that your story is clear,
concise, relatable and meaningful. If it creates an emotional pull, all
the better. During
Sustainable Brands Istanbul
we cited footwear brand TOMS’ one-for-one offer as an excellent example
of a fashion company doing good with a good product – and benefiting
from a well-told story. Many others have followed suit. Australian
beauty brand Aesop is also making waves with its conceptual, minimalist
stores, which are often made using eco-materials. Their Melbourne store
was made using industrial-grade cardboard, assembled into boxes and laid
out in flat stacks, resulting in a visually arresting space.
TIP: Be authentic – tell a story that is relevant to your business and your stakeholders. Make it believable – and
true!
A recent Multi-Screen World Research Study by Google showed that 90%
of participants switch channels while making a purchase during their
daily lives. In the UK, Brits alone use an average of 3 devices daily,
and 74% of smartphone users go online every day. And with nearly
everyone in Western Europe and the US having access to a smartphone
connected to the internet, it’s no wonder that people talk about a
retail revolution. What’s also clear is that the future is
omni-channel. Just being accessible to your customers via all of these
channels won’t cut it: your physical ad digital channels need to be
interconnected. This shift has been particularly noticeable in the
financial sector. Where once physical branches served as functional
locations in which to carry out transactions, those transactions have
since moved online, and the branch is now a place to engage with
customers in order to up-sell. As a result, banks have started to think
more like consumer retail brands. Today’s customers are well connected,
well informed and can shop at their convenience. As such, they expect to
have the same seamless brand experience across all formats. Businesses
can take advantage of the opportunities created by this trend, by
utilising new channels to build brand loyalty and advocacy. Burberry and
Topshop are already at the vanguard of this movement, integrating
social media activities with retail facets of the business, especially
using networks like Pinterest and Instagram to create a “social shopping
platform” to encourage customers to purchase an experience that goes
beyond product. Meanwhile, Starbucks offers a rewards app, which enables
customers to check and top up their Starbucks card balance through
their phone, the Starbucks website, or in store. Any changes are updated
in real time, across all channels, and payment for products can be made
using the physical rewards card or via mobile devices.
TIP: Don’t just invest in the latest technological ‘fad’.
Choose channels that are right for your customer and right for your
products. Then, create a brand experience where digital and physical
touch-points are fully integrated. And don’t underestimate the power of
human interaction: customers find it reassuring. Find ways to
incorporate the two. One example is Personal Capital, an online
financial advisor, which allows ‘‘in-person’’ advice via FaceTime.
http://in.i-amonline.com/trends-retail-design-branding/
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