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Services are provided according to a process of collaboration between all primary parties. Goals, tasks, and desired outcomes are organized around client approved parameters.
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We are design advocates for our clients best interests, mentoring them through what can be a daunting process, happening in an area outside of their normal business practice
INSIGHTS: A DISCUSSION ABOUT RETAIL DESIGN
Gaddis Architect specializes in all phases of retail design, design management and construction. If maximizing the success of your business by optimizing the performance of your store, or commercial space design is a goal, then attending the following “Insights” could provide some very real benefits. Many common, and some not so common, design challenges are analyzed. Solutions aimed at increasing retail traffic, creating visual presence in various environments, and expressing not only a particular shopping experience but also the business’s brand, are presented. We think that all design is, on some level at least, retail design. Please scroll on, start a dialogue, contact us anytime.
Authors note: Original article is written for and posted in the Ennco Blog. You might want to check them out, or just read it here.
Helping Retailers Succeed – Most every year the Small Business Development Center, in my case locally in Virginia, puts on an event designed to help retailers succeed. I usually attend. This year’s event was The Alexandria Experiential Retail Summit, experiential being the operative word. Most of the discussion centered around primary marketing and selling communications, which are important, but only indirectly relevant to the design of a physical store.
Demonstating Knowledge – Interestingly, when we broke into discussion groups more significant design issues were revealed. In particular the need for flex space. Retailers are finding it necessary to become experts. Clients expect them to be masters of their particular product or service and further customers prefer to see this knowledge demonstrated, to the extent that a retailer must often become an educator. One such resort type fashion retailer wanted to offer a mini class on how a particular brand of scarf might be worn to best advantage. She assumed that this was impossible as she was “out of space” in her shop.
Retailers Sometimes Need Reminding – Clearly retailers occasionally need reminding that almost all floor fixtures can be mobile and mobility frees up valuable retail space within a store. Simply by adding casters and rolling away some regular floor fixtures this owner, hoping to demonstrate how to tie her line of scarves, could easily free up enough space to stage and event featuring her product.
Invest in a Starter – Another, not to be overlooked, design issue is flexibility. Indeed, there is a need for a highly adaptive store fixture suitable for use in many varied sets of circumstances, including options for accommodating the all important media. This one is able to accommodate everything from a continuous video in a loop, to presentation options used to enhance a demonstration, to a basic TV in a waiting area. It has vertical standards that can be used for shelving, a platform base for a computer, if required, and a simple backdrop made of glass or other merchandise display material like pegboard. In addition to all this it is two sided, mobile, and has space to hide most cables. It is a great starter for any retailer wanting to incorporate media and create that “WOW“ moment.
Bridget Gaddis, is a Licensed Architect and LEED Accredited Professionnal practicing nationally, and locally in the Washington DC area. She holds professional degrees in both Architecture and Interior Design and has a comprehensive background in commercial retail design, planning and construction. She has many years experience working for well known architects, developers and retailers. In 2011 she started Gaddis Architect an independent practice in Alexandria, VA. In addition, Ms. Gaddis has an interest in residential projects and is the author of “Real People Don’t Hire Architects,” a blog about houses.
A Concrete Problem – There is a surprise offspring of the new “borderless” retail paradigm that seems almost liberating because, finally, something can be defined in terms of a concrete problem. One having to do with store fixtures.
Is the Store Closing? – Did you notice that the merchandise in the drug store is all pulled forward on the shelf – more than usual I mean – implying that the space in the back is not empty? When it starts to become so obvious that we begin to think that the store might be closing, it’s time for a change. Many retailers, even those embracing technology, are still stuck in the old “big box” store planning mentality, I hesitate to bring up Toys R Us again, but as Steve Dennis, writing for Forbes, tells us, “boring, undifferentiated, irrelevant and unremarkable stores are most definitely… dying…”
Curating an Inventory – The point being that changing the physical retail environment from a warehouse to a museum involves completely revisiting how an inventory is displayed and impacts the size and layout of a store. Curating an inventory, i.e., “show rooming,” means presenting it in terms of a multi faceted value proposition. It means incorporating a physical product into a marketing message using multiple and sometimes interactive types of media.
Multi Function – Suppose, for example, I walk into a store looking for new sunglasses. I walk over to the display and see that there are lots of frames and brands as well as examples of available coatings, lens colors, and an educational video about what all of these do. There might be a nearby kiosk allowing me to use my phone to access my eye wear history, insurance, prescriptions, exam dates and finally a scanned image of my face with recommended frame style, size, and shape. Maybe I find that there is an indicator on the store fixture that flashes when I pass an appropriate option based on the information in my profile. Once I find a frame, I am able to see other colors and finishes, check availability, see how much it costs, and read customer reviews right there on the display. I might then sit down with the optician so that he or she is able to give full attention to positioning the lens and finalizing my order. Sound improbable? Take a look at Amazonbooks in NYC and then say that.
Competing with Amazon – I understand that many retailers will neither want, nor be able to directly compete with Amazon. However, once a retailer gets over the initial shock, incorporating technology into a retail display program may not be as difficult as one would imagine; especially if the designer has a good working relationship with a store fixture fabricator experienced with the product line, offering a wide selection of standard interchangeable parts, and capable and willing to making adjustments. One such company is Ennco Display Group, who we have been pleased to work with in the past and recently met at Vision Expo in NYC. It is important to keep in mind that adding technology to an existing fixture is done to improve on an already good thing. All of the the thought, planning and testing that goes into creating a captivating visual display is not wasted because technology must be added to how it functions. Consider this: not only did Amazon go into an old Border’s space, but the store also looks somewhat like Hudson News, who has been doing face out merchandise displays forever.
Teamwork – If you are a retailer thinking about introducing technology into a store design, my first recommendation would be not to over complicate what must be done. Examine resources already available to you, i.e. POS system providers, inventory system providers, advertising and media consultants. You are already their customer so ask them for help. See what functionality is already on your website and make sure it coordinates with what you will provide in the store. Finally once you have put your plan into writing, connect with a hardware/specialty consultant and introduce him/her to your design team. Team being the operative word. I think you will find that it is realistically possible to stay relevant in the “evolving” but never “disappearing” world of “bricks n mortar” retail.
It is that time of year again. Marketing guru’s are expected to predict the future and tell us all about the hottest trends for the new year. Not to be left out, I attended ” Marketing Trends & Predictions for 2018,” our local event, and for sure, anticipation abounded; almost all of it having to do with serious internet marketing, and leading me to ask how might “bricks n mortar” retail be directly impacted? My first inclination is to say, “not at all!” That is until I stretch my thinking toward a broader impression and admit that, for existing and future owners of physical stores, the entire discussion is about “bricks n mortar.”
Seen from this angle, all of the complex online marketing campaigns and related in store technologies are implemented with the goal of enticing a customer to move out of his or her house and into a particular shop. What he does when he arrives, the experience, has been a store planning topic, including the integration of technology, often dealt with here and elsewhere.
New is the perception that the actual built retail store is only a cog in the wheel of a “buy anywhere” paradigm. It seems we are living with a new retail reality. Joe Pinsker writing about Urban Outfitter’s venture into the world of pizza, quotes Marc Vetri, the pizza chains founder who says, “…if you want to eat at the hot new restaurant, you have to leave your living room…you have to venture out.” Pinsker continues, saying that, “this is exactly the thinking that more retailers should be experimenting with.” He goes on to cite Oliver Chen, another retail visionary with Cownen & Company, who asks what consumers want to do, and how retailers can “solve into that experience.”
“Solve into that experience!” it is an important statement, maybe even cutting edge. It changes the basic character of retail. In light of this discussion, I thought that it would be fun to start a list of activities that might normally require a person to leave home if they wish to participate. This means, if a retailer has one of these going on, there is a good possibility of meeting up with a living breathing customer. So without further ado let’s try a few:
- Having one’s hair and nails done
- Getting a massage
- Taking a yoga class
- Eating & Drinking
- Testing a fragrance
- Ice & Roller Skating
- Playing Sports
- Taking a dance or any class
- Giving a party
- Attending an entertainment event
- Traveling and touring
- Meet ups and networking
As you can see, once started, the list tends to go on and on. The key to this experiment is to put the activity first, to make it the destination. This is not always easy, especially for an existing retailer. I would also think that it can lead to completely unexpected business opportunities. However a retailer chooses to identify the ways that their particular product line might be merged into any number of experiences is, of course, up to them. Once done, though, we are here to help implement those “bricks n mortar” changes that are so important to increase traffic, and contribute to the success of a retail businesses.
Would you like to shop in a mall that sold only recycled merchandise? Of course you would! I know that I would. Well someone in Sweden has built such a place. It is called ReTuna Återbruksgalleria (ReTuna Recycling Gallery after the name of the town). It is billed as the “Worlds First recycling mall,” and I find the idea exciting, especially at a time when US retail businesses are suffering under pressure from online offerings and over priced white elephant real estate, which prompts me, and no doubt many others, to ask, what might be some pros and cons of developing such a project in the US?
First a bit of qualification is required, meaning I am not about discussing here all of the many and obvious benefits of recycling which has already been done elsewhere and better. The exception is to note that there is a whole new lexicon of terms to watch for. Words like “up-cycled, re-purposed, waste stream, embodied energy, circular, or closed loop economy,” may all indicate a “cultural shift” towards a public/private business model. How much of each is a question not much discussed in reference to the Swedish project. Certainly local public garbage disposal is a big factor in their equation.
MY question here, bringing me back to the a fore mentioned pros and cons, is would it work in a completely private local US market? On the pro side; it is not difficult to find many retailers already in the recycling business, neither are service companies refurbishing used products unavailable, nor are vacant shopping centers. Also, it may be that this market is more insulated from online competition than mainstream resellers. Certainly, unrepeatable recycled merchandise appeals on many levels to wide and varied market. It would therefore appear that potentially successful tenants already exist, should some astute real estate owner decide to advance such a project.
Of course the con side of the discussion involves all of the business planning and costs involved in launching such a project. Further, and perhaps the most difficult hurdle to overcome, involves forcing a shift in the current “Thrift Store” perception assigned to anything not quite new. It is were we, as architects and store designers, can greatly impact the success of a project, first by understanding and even participating in a clients marketing plan, and then by delivering an exciting and cohesive renovation design to actualize it. It is what we do!
Client’s Visions – Clients often call me because they see something suggestive in the portfolio on this site and want to create a similar look or physical presence for their own businesses. They may entertain visions of compelling displays that increase awareness and transform window shoppers into customers, or perhaps it is about creating and reinforcing an organization’s image, idea, point of view, or brand.
Design is a Process – Whatever the motivation, few would dispute that successful design is part and parcel of equally successful marketing campaigns evolving from resources and collaborations requiring lots of man hours. Design is a process which is always, at least on some level, retail.
Not a Commodity – Yet the business environment, including the traditional “fee for service” world in which most of us work, leads many to conclude that design is a commodity, something to be ordered from a price list. It forces an architect to quantify a client’s vision for a project into a competitive proposal before any serious work is done towards understanding that vision. It can be limiting and is often fraught with undefined expectations. It is not a model that works very well in a collaborative environment. Nevertheless, it always determines if and how a project moves forward.
Reconciliation – Overcoming this disparity has been a longtime goal of these “Insights.” Consider this: if I tell a client that the fee for architectural services on a project will be a fixed amount, he may want to negotiate some concession, etc., but in general he feels secure and accepts the fee. If, on the other hand, I tell this client that the fee will not exceed a certain amount, he/she is thrown into a state of indecision and becomes unsure about how to proceed. Ask your self why? What makes a client back away, sometimes even leaving off an entire project?
Expressing a Vision – The answer is surprisingly simple. Both models require and deliver basically the same thing, that being a new design in which the client has participated. The difference is that, with the “not to exceed” fee for service model, the client is made aware that he is an active participant in the design process and as such has the ability, by effective communication, to affect not only the outcome, but also its final cost. This places some responsibility for a successful project squarely in the lap of the one who launched it. It also increases the chances of success. After all, are not we, as architects and designers, facilitators, charged with expressing a clients vision?
Demonstrating the Process – The concept images shown above demonstrate a design process. They become progressively more complete until the final design is reached in the last image. Each separate image is the result of direct communication, correction and comments from the client, who was involved in every step, beginning with the most basic parti up to final design approval.
What makes a store look expensive? Way back in 2013 I wrote a post on this site asking if a higher price could be placed on merchandise because the store design looks expensive? The post was about the impact that a curved ceiling might be expected to have on what is generally considered inexpensive merchandise. I concluded that answering the question about pricing was related to how well the design feature performed, which in the particular case in questions was quite well. I bring this up again here because I want to consider the topic in a more subtle, yet possibly more important context, that being what makes a store design look expensive?
Customers notice everything. Answering this questions means that a retailer needs to pay attention to what people notice, which is everything, whether consciously or not. The importance of “creating a shopping experience” has been a fact of retail life for quite a while now. Back in 2013 one of the retail marketers summed it up nicely when she said, “..retailers should use stores to create a brand experience that customers couldn’t possibly get online.” She went on to cite the “old adage” that “retail is detail,” saying, “stores can engage all five senses;” the online world cannot. Few would argue that the perception of quality involves more that just an online image; that tactile contact with a product is critical, including how it is displayed; that successful retailers aspire to demonstrate quality in every possible aspect of their store, because quality sells, often for more.
The importance of quality. Clearly, since sales are seen as directly effected, most retailers are acutely aware of the quality of products they bring to the market, including a range of related price points. This is their main business and most get it right. Merchandise displays, because they are driven by practicality, are also less prone to failures in quality. Matching their actual store environment, on the other hand, is where things can begin to fall apart. Finishes, In particular, are vulnerable. Think:
- sagging carpet,
- old leaks exposed and never repainted,
- light fixtures with burned out lamps,
- cheap, broken or mismatched ceiling tiles & floor tiles,
- stained and dirty hvac supply and return air diffusers,
- dirty windows.
Is it really possible that customers do not notice these things, that they do not reflect on the perceived merchandise quality, that they do not contribute to a customers notion of the brand? Another marketing pundit put is this way, ” a business should always strive and prove to be the best that money can afford because that solid reputation will establish a top brand that’s reliable and worthy of respect.” I couldn’t agree more.
Mid Year State of the Market: Maurisa Potts, in a mid year “state of the market” presentation sponsored by the Alexandria SBDC featured a headline stating, “Soft economy hitting big retailers hard.” There are, I might add, some small ones not doing too well either. Potts went on to note that online shopping is not the only reason for this, siting over built retail real estate, escalating rents, and shifts in consumer spending from goods to services. Whatever the reasons, there are few retailers not feeling the current uncertainty. This, according to Potts, begs the questions what is it, crisis or opportunity?
Clearly Unclear: I like this mindset. It presuppose important changes in the business model by which most retailers operate. Savvy retailers need little schooling on this topic, and outside of a reference list here, my interest is about how a physical store might be impacted. According to Potts the action takes place in three areas. The first two, customer focused retail and the resultant deep market analytics are technology driven. The third is the technology. Clearly the lines between the physical and digital store are becoming unclear. A retailer must decide which options to embrace:
mobile apps/enhanced mobile apps/personal concierge
on demand customer service.
virtual fitting rooms
flexible fulfillment options
enhanced product information
target walk by shoppers
holographic product displays
Augmented Retail: Each of these items taken individually involves some type of electronic technology which must be both accommodated and invisible, a subject covered in previous posts so not detailed again here. Together, though, they define what is referred to as augmented retail, a situation with substance and influence on how a physical store will look. Rachel Shechtman, the founder of Story, a cutting edge store in Manhattan, described the design concept as a physical magazine. This is so telling. Store planners and designers have probably not seen such a revolutionary design idea since the emergence of big box retail. In the marketing world I would compare the trend to the early days of Martha Stewart Omnimedia which eventually consolidated her various publishing and media outlets into a single brand. It seems to have come full circle as omnimedia has finally found expression in bricks n mortar.
Design by Collaboration: Pick up a copy of your favorite magazine and flip it open to the index page. What do you see? I see an implied program for a store design, an outline of ways to engage the customer, often a recipe for co-creation where the customer participates in the outcome of his/her shopping trip. What combination of media, mobile apps, interactive displays, technology, and hard store design options a retailer chooses to bring into his/her store is a collaborative decision best made between the store designer, the retailer, the marketing team, and the all important technology consultants. When these things work together a really successful store can be the outcome.
The Positive Case for Bricks N Mortar: Barbara Thau, writing for Forbes, lists, “Five Signs That Stores (Not E-Commerce) Are the Future of Retail.” Worried retailers might do themselves a favor by considering the following:
“All But One Of The Top Ten U.S. Retailers Are Physical Chains
Stores Are More Profitable Than E-Commerce
Amazon Purchased Whole Foods
Millennials And Generation Z Prefer Real-Life Stores
Online Retailers Are Being Eaten By Legacy Retailers”
The cash wrap in the photo above is in a medium high end fashion boutique in a trendy “New Urban” style shopping center with other similar competitors up and down the center. I noted the problem during a site visit I made to meet with the shop owner who was, at the time, planning a second store. Two years later, motivated by recent discussions in these “Insights” about the importance of integrating technology into a store design, I returned and took this photo. Needless to say, the problem was never addressed, neither did I ever work with this retailer.
I see mismanaged wires a lot, often in places that should, and do, know better. I listen to marketers go on about the importance of creating a shopping experience; of integrating technology into the store design; of carefully selecting technologies based on actual individual data driven market research, all the time wondering by what trickery retailers like those in the photos are able to make out that these much touted market strategies are somehow not germane to their particular retail environments. Further, I can only guess at the impact on sales – at least the place in the photo is still open – and I actually worry about the tripping hazards just waiting to happen. There is really no accounting for this when a solution is easily accomplished and not expensive.
Lest I be accused of “dis without fix,” I offer a solution here. First we are not talking store remodel or even new equipment. All that is required is some planning. Consider this cash wrap, a version of which was originally designed for a project, and which has since morphed into one of my “go to” opportunities to offer design variations on a functional theme. It is 5′ wide by 2′ deep by 3′ high at the work surface and 3’6″ high at the top of the display case. Close examination of the equipment housed in the unit will show that virtually every device housed in the badly wired cash wrap in first photo is accommodated in a compact cabinet. No wires show. The only connections are, as in the subject image above, power and data supplied by a floor outlet below the cabinet. Also, if necessary this fixture can be supplied with “knock outs” for power/data access from either side and it is on casters for mobility.
Clearly this is not a cheap piece of furniture, probably costing upwards of $1000 to build from scratch, yet when considered in terms of value added to the retail environment, it is not a lot to spend. Certainly, in terms of public safety and reduced liability it is a downright bargain. Neither is it necessary to build one of these from scratch. The rustic bench being used for the cash wrap above could easily and cheaply be remodeled by addition of an equally rustic back panel. We do this type of thing all the time.
Something else a retailer might want to consider when planning a store is that wireless technologies and newer devices are drastically reducing the amount of space needed. These are part of more than just cash wraps too. It is really important for a retailer to examine their options and choose their system(s) early. I cannot over emphasize the advantage of selecting and working with a qualified technology consultant who can help with system selection and provide a designer with device specifications including related sizes to be used in store planning and fixture design.
One more point worth noting, I see this problem show up in many showroom and public environments, not just retail stores. Because these are places where the public meets a business or organization they can, and do, impact a brand and may affect sales. I often work in these types of environments and likewise advise a client to carefully manage the wires.
Marketing Trends for 2017 – There is always a flurry of activity from marketing and PR firms at this time of year. The event put on by the Alexandria Small Business Development Center is always well attended, and this year is no different. Maurisa Potts, Fouder & CEO of Spotted MP, talking about 2017 market trends, discussed the increasing importance of interactive and visual content; digital as in media being the unstated but nevertheless operative word. Commenting in Forbes on similar trends, AJ Agrawal listed seventeen trends for 2017, twelve of which were likewise to do with digital content. The impact of technology has of course been growing every year, leading me to wonder if/when it will finally peak. Not, it would appear, anytime soon as almost all of the topics in Pott’s presentation, i.e., Interactive Content, Visual Content, Influencer Marketing, Virtual Reality, Mobile Video, Live Broadcasts, Short Form Content, Mobile First, Personalization, and Native Content, presumed digital content.
Data Driven Marketing – That said, it may be that the saturation point is approaching, as Potts also talked about the necessity for “Data Driven Marketing” and Lee Peterson of WD Partners talking about digital integration in VMSD Forecast for 2017 pointed out that when surveyed, for 3 years in a row the digital device most wanted by customers was BOPIS, the ability to buy online and pick up in the store. If, it would seem, last year’s omnichannel marketing was about integrating the message into the larger stream, then this year is about flushing out the individual retailers best path to success. A bike shop owner might, in 2016, have been compelled to have a presence in every possible outlet, i.e, blogs, competitions, associations, civic events, publications, website, e-commerce, indeed anything having to do with bikes or bicycling. In 2017 this bike shop owner might look closely at the data accumulated from past marketing activities and then focus on what has worked, even if the answer is unexpected. For example Kathleen Jordan writing for VMSD tells us, ” Retailers must develop new ways to reach their audience and find new sources to expand their consumer base… it must be recognized that online is not always the answer.” Did you notice she called them an audience rather than customers or shoppers.
Integrated Shopping Experience – Considering that almost 92 percent of all retail sales are still being transacted in physical environments and further that many online retailers end up with physical stores, I am lead to inquire, what does all this say to those of us involved with the bricks and mortar part of retail, presuming of course that it is not going away? Clearly, creating a shopping experience is still important. Eric Feigenbaum subtitled his article in VMSD, “…Retail’s divining rod no longer moves at p-o-s, but rather at p-o-e – point of experience.”
Prioritize – From my perspective, after many years working in retail design, the answer must be about priorities. The seamless integration of technology is part and parcel of the all important shopping experience and it can only be accomplished by assimilating a clients carefully worked out digital marketing plan into a store design by partnering with the technical experts. The devices of digital marketing are, after all, physical elements and as such work better when addressed in “pre” as apposed to post design.
If there is any doubt that this is an often neglected fact, just look around at piles of wire shoved under cabinets, dangling from display cases, hap hazardously placed equipment closets, and my personal favorite, the back side of monitors at POS stations. Certainly newer wireless technologies are available but there are always performance issues to consider, many requiring additional equipment in other areas. Most clients have enough understanding of Building mechanical systems like HVAC and plumbing to expect and allow for their accommodation, but somehow the lexicon of electronic equipment has remained a mystery, not a little, I should add, because it is in a constant state of flux. Ryan Ruud founder and CEO of Lake One, writing for “Smart Insights” identifies Random Acts Of Technology (RAT) as marketing flops resulting from the application of technology without strategy. I would argue that this applies, as well, to the physical store design whenever non integrated electronics are treated as project add ons – and okay, I liked the buzzword too!
Bring in an Expert – Finally, I would advise any retailer aiming in 2017 for “…effective in-store digital retail experiences” to introduce a suitable technology consultant into the schematic stage of a project and then keep him or her involved up through and even after store opening. Sometimes independent and small retailers assume that these services are beyond their reach. On the contrary, I have found that most electronic designers are also providers and as such their services are often included when they supply and install equipment. It is money well spent, almost – but not quite – as good as that spent on the Architect.