Necessities Of Store Design Guidelines
Necessities of Store Design Guidelines
There is a lot of discussion in the air about the dying high street – where shops are closing and buildings remain empty. Perhaps this isn’t the case - Rather the way in which the consumer shops is changing and therefore brands must adapt to this.
The consumer looks online first, often researching, interacting and engaging online prior to making a commitment to a brand – whether that be through purchasing or subscriptions. Having names drilled into their minds, both to the conscious and subconscious, it is proven, the majority of consumers often remain brand loyal, brand conscious and brand familiar. Therefore, retailers have to take every action to ensure their online brand is recognisable offline (in brick and mortar) or their physical brand is reflected well online. Not only that, brands have to ensure that each physical location they acquire, become synonymous and reflective of each store and the brand as a whole.
This doesn’t necessarily mean every location a brand opens has to look identical – it just means all stores have to reflect one another and ultimately the brand, whilst taking into the consideration the specific consumer needs and design / architectural possibilities for each location.
Furthermore, teams spend multitudes of time, developing and perfecting branding (values, visual identity, personality etc) which needs to be reflected in all deliverables - without just pasting a logo everywhere. If this is successful, it enables a 2-way conversation with the consumer by:
1. Putting your brand identity out there, in order to increase brand visibility and build brand recognition, and
2. To develop a solid brand to increase brand loyalty and ultimately ROI.
In order to create cohesive environments for a brand, store design guidelines need to be developed for execution. This ensures synergy, direction and offers room for difference.