Designing a Retail Experience
For many decades, shopping has meant physically going to a store (or many stores), locating the product or service, finding the best value and quality, and making the transaction. With the onslaught of online stores offering just about everything, the shopping experience has seen a drastic transformation within the last 10 years. Designing a retail space is no longer as simple as space planning and choosing finishes & colours. These are still important elements, but added to the design process is the need to actively involve and educate the consumer. Shoppers want to be engaged without the pressure to purchase. Nobody likes to be sold but everyone likes to buy!
When a customer walks into a store, they deserve the best experience possible. This starts with space planning. An open plan that will allow them to see throughout, so that the store is more inviting. Lighting and colours also affect how they feel in the store and thus needs careful planning. So the big question is: how do you engage window browsers and convert them into customers? Careful placement of products/services is important, but equally important is information on those products/services. Retailers need to redesign the shopping experience. It’s not just about the product/service you’re selling; it’s about how you make customers feel! Take Momentum Grooming, in Vancouver, as a great case study...
Momentum specializes in quality men’s grooming products and services. When the owners, Graham Bingham and Robert Graham, approached us about renovating their store, they were in the midst of re-branding and transforming their business model. They didn’t want a store that just sold men’s grooming products and services. They wanted to incorporate a high end and trendy barber shop with an old world charm, where men would feel comfortable getting pampered. A shop dedicated to men was a novel idea in itself. What makes Momentum extra special is the way the space was designed with the vision that men need to feel comfortable before making a purchase. Momentum has not only revamped its brand and business model, it has changed the way people view men’s needs to look and feel good.
The inspiration for the space was a man’s wardrobe. An open concept barber shop floor plan, incorporating a comfortable waiting area, has created a very inviting space. Separating the retail area where products are displayed from the barber shop, patrons coming for a haircut do not feel obligated to purchase, but products are readily available should the mood strike. Custom floating millwork was installed to keep all equipment away from view so as not to disturb the customer’s experience with unnecessary clutter. Plus, towel warmers were also installed to ensure the ultimate in client pampering. Large format Italian porcelain tiles were used to create an inviting, modern and sophisticated ambience. Add a couple of wall sconces for accent lighting, mirrors, art work and earth tone paint colours and you have a store fit for a king.
To mimic a tailored suit, colours ranging from greys to blues were incorporated with black as a strong accent. A strong, masculine aesthetic was achieved without compromising style and quality. Shelving units were carefully selected to provide affordable displays, but also functioned as space dividers. The majority of the shelving units blended into the space and allowed products to stand out. Sliding glass doors were also incorporated into the original design scheme to create a sense of exclusivity within the barber shop space. However, due to budget constraints we had to proceed without them with the plan to revisit at a later date. Fortunately, the new schematic worked so well and created such an inviting atmosphere that there was no need for the doors.
White vinyl letterings were applied to the glass storefront to highlight trends in men’s grooming and also to showcase Momentum’s newly redesigned retail experience, in response to their client’s needs. These provided a sense of separation between the interior and exterior but still allowed light through. Along with the new logo design, what ensued was a very striking and classy image.
With more and more online stores, a retail space needs to be more interactive when it comes to the buyer’s experience. Consumers don’t want to just browse; they can do this online in the comfort of their home. When customers commit to shopping, they deserve to be impressed by both products and services. A little pampering goes a long way.
Who can’t recall the famous shopping scene from the movie Pretty Woman with Richard Gere and Julia Roberts? Purchasers will remember you for it and even if they don’t buy anything today, they will appreciate the fact that you took the time to get to know them and their needs. Making the purchasing experience interpersonal (educational, interactive and caring) as opposed to transactional is the key difference between retail and online buying and a trend that is not going away any time soon!
Written by: Kelly Nguyen Gordon
