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INSIGHTS: A DISCUSSION ABOUT “PUBLIC SPACE” DESIGN
Gaddis Architect specializes in all phases of commercial and commercial 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.
Reviewing Available Light Sources
No store is complete without carefully thought out lighting that does the job. With this in mind, it might be a good idea to review the properties of currently available light sources. There is a comprehensive summary in this chart, compliments of Pegasus Lighting. Click on it to enlarge.
Jumping into the Complete Marketing Message.
Highly visible illuminated graphics are used to attract night time shoppers.
Colorful Louis Viutton logo graphic attracts daytime shoppers.
Bold high contrast graphic is suggestive as a design direction for a new sunglasses retailer.
Graphics have been a standard marketing tool since at least the invention of the printing press and possibly before. They are required on some level for virtually every retail establishment. From the pervasive plastic shopping bags, to merchandise tags, to beautiful and even collectible packaging, to actual patterns on a product, nothing escapes a logo-centric imprint, until today we see a new hieroglyphic language easily read by sophisticated and status conscious shoppers. Most of the famous logos have evolved along with the brand from small printed images and product labels into electronic Times Square size mega billboards, adding a whole new dynamic to storefront design, especially in the small products market.
From the standpoint of storefront design the concept is fairly simple. Bold high contrast images are highly visible in the drive and walk by field of vision, clearly demonstrating why I was stopped short by the strength of these glasses clad masked figures and leading me to yet another post on the subject of sunglasses. Associate the image with a product and marketing campaign, not necessarily in that order, and you have a complete message. These days start up businesses have an opportunity to skip the evolution and might well be advised to jump right into the complete message. This means defining a design strategy and visual identity from the get go.
All images used under Creative Commons.
Maximize Inherent Marketing Potential
While on the subject of sunglasses, maybe a look at the ubiquitous revolving floor display’s is in order. Let’s face it. If you are a drug store, convenience store, variety store, gift and card shop, hardware store, news stand, travel shop, grocery or any other kind of bodega you know all about these sunglasses display fixtures. They come in counter and floor models, doubles and singles; they are usually equipped with a couple of mirrors, graphic panels on top and sometimes back panels; mostly they display a bunch of merchandise in a small amount of space; the point being, it is rare to see a retailer take advantage of their inherent marketing potential.
Different views of the same display.
Different views of the same display.
The sunglasses display in the photos, courtesy of my cell phone in a well known and here un-named store, provides an example. From the location of the display in the store, it would appear that the markup on Lysol and cotton balls is as great as it is on sunglasses? Likewise, a customer might want a pair of sunglasses to change a diaper on the seat of a car parked at a Nascar event put on by Panama Jack. Not so funny when lost sales opportunities are taken into consideration.
If this type of sunglasses display is a must for your market, then why not maximize it’s best sales potential?
- Put the sunglasses display in a place where people wait. This allows try on time.
- Put them near related product, i.e. glasses cases and cleaners, sun screen, driving aids, etc.
- Put them near related fashion items, or in lieu of this, try near the fashion magazines.
- In sunny conditions where there is walking traffic think about a window display.
- Use the graphic space on the fixture to reinforce your marketing message. Change it when the display is moved.
- Or if you prefer not to change it often, use a general message that reinforces the store brand.
- Or if it is important in your market, use the graphic space for brand specific product information.
- Think about using an information panel that explains the differences between types of lenses.
- Make sure the fixture is functional, and the mirrors are clean.
- Keep it fully stocked with merchandise.
- Consider two smaller strategically placed displays instead of one big one.
While on the subject of sunglasses, maybe a look at the ubiquitous revolving floor display’s is in order. Let’s face it. If you are a drug store, convenience store, variety store, gift and card shop, hardware store, news stand, travel shop, grocery or any other kind of bodega you know all about these sunglasses display fixtures. They come in counter and floor models, doubles and singles; they are usually equipped with a couple of mirrors, graphic panels on top and sometimes back panels; mostly they display a bunch of merchandise in a small amount of space; the point being, it is rare to see a retailer take advantage of their inherent marketing potential.
The sunglasses display in the photos, courtesy of my cell phone in a well known and here un-named store, provides an example. From the location of the display in the store, it would appear that the markup on Lysol and cotton balls is as great as it is on sunglasses? Likewise, a customer might want a pair of sunglasses to change a diaper on the seat of a car parked at a Nascar event put on by Panama Jack. Not so funny when lost sales opportunities are taken into consideration.
The sunglasses display in the photos, courtesy of my cell phone in a well known and here un-named store, provides an example. From the location of the display in the store, it would appear that the markup on Lysol and cotton balls is as great as it is on sunglasses? Likewise, a customer might want a pair of sunglasses to change a diaper on the seat of a car parked at a Nascar event put on by Panama Jack. Not so funny when lost sales opportunities are taken into consideration.