The following is an excerpt from the current Retail World magazine concerning a speech given the The Retail World Congress going on now in Barcelona, Spain. This excerpt is concerning the concept of community and it's affect on store design.
"In a debate on store design trends, Fitch chief creative director Tim Greenhalgh said shoppers are looking for places where "you can go and feel comfortable, rather than just somewhere you go to shop."
Paul Lechleiter, chief executive of US based FRCH Design Worldwide, concurred. "People want to belong to something bigger," he said. "A sense of community can guide people and create an identity."
Lechleiter highlighted how US retailers are focusing on connecting their brand with their customers. He identified social consciousness, the provision of style for less and adventure and thrill as three of the key themes in the market.
Greenhalgh explained how a new generation of consumers are looking towards what he called generous brands that give something back to shoppers and to the wider community.
He believes that grocery retailing of the future would be defined by "rituals", most notably what he called "the ritual of bringing food alive" through how it is merchandised in store."
The design insights I gleaned from these statements are that shoppers want to shop in a store enviroment that is comfortable and where fellow consumers of like tastes and attitudes will do the same. The astute merchant wants to brand his/hers store with the community that is serve. This includes Knowing your customer, listening to what they want and looking for the underlying need - goods or services that is in demand for that community. No matter if it is organic products, "green" products, or whatever. All in a store environment that the shopper can identify with or call their own.
Consumers also want to shop in a store that in visually exciting to be in ( this mean circus as well a just bread ). Shoppers want to be entertained as well as educated as to what to buy.
Store brand identification does not have to involve product. Supporting and promoting a popular local charity or civic cause goes a long way in building good will in your store.
Looking for assistance in building your store brand and image? Contact Joseph Solinsky @ joseph.solinsky@indoff.com or at 410.494.4598. I will help you identify your strengths and develop them into a store format that will build traffic for your store