e-spaces

It’s the reason you’ll drive an extra 10 minutes to pick up your groceries from one retailer, when there’s another – offering precisely the same range – on your doorstep. Except, in this case, that elusive x-factor is a little easier to pinpoint: your shopping preferences may well be grounded in smart design. “When it comes to retail space, the key to good design lies in creating an experience, a feeling of warmth and pleasure that will make a customer want to return again and again. This creates brand loyalty,” says David Abrahamse of Algoran.

Doing so requires blending aesthetics and imagination in the just the right amounts, then
turning an eye to the practicalities, such as logistics, space and ergonomics – ultimately creating an easy and convenient space that simultaneously appeals to the senses. But how to do this? The first, and most crucial step,is to select a store planner.

A little research beforehand will help you identify a professional with the expertise to meet your requirements. “Recommendations from other store owners are useful, but it’s always a good idea to meet with the store planner personally so that you can gain a measure of their experience, listen to their ideas and investigate their range of fixtures,’ Abrahamse says. From there, says Sharon Lister of Enterprise IG, it all begins with the brand. “Before we start designing a space for a retailer, we take a long look at their brand: what it’s about, its life stage, its target market, values set and ambitions.”

Next comes an assessment of the brand world, which helps in terms of positioning the retailer. “We consider international best practices and trends amongst competitor brands, as well as considering the brand’s own unique values, mood and style.” Callie van der Merwe of the Design Partnership agrees that the retail’s brand is a good point of departure. “Retail is about brand recognition, so it’s vital to develop the devices that will help the passer-by recognise and identify the brand presenting itself on the high street or in the mall,” he says. “In any retail situation, it is important to develop a design that would make it possible for the brand to own a colour, a shape and a brand definition.” And then comes the crunch: designing spaces that serve as a perfect foil to the merchandise. “Of course, even the best design is no replacement for appropriate merchandise: having the right products, in theright place, at the right time,” Abrahamse notes.

Price and promotion are also key, and a cannyretailer will ensure that he stocks brands withspecific appeal to a core market, rather thantrying to appease a broad spread of consumer types. Lister notes that good design takes time, as does fitting the shop correctly. Before you start, allowance must be made for furnishings and fittings that need to be imported, and the entire project must be managed and coordinated from beginning to end. “We start every project with detailed sketching and modelling, and end by taking professional pictures of the design, so that we never lose sight of the original design idea and how it ties into the brand,” she informs. THE ELEMENTARY ESSENTIALS – Lister reveals that there are three major factors which will persuade consumers to visit one outlet over another: style, price and environment.

It’s therefore vital to keep an eye to the small details that will lure a shopper, invite them to explore the space and, finally, make a purchase. So, with the basics in place, it’s time to examine the actual retail space. Cathy Jones of I-Scope Interior Architects points out that high rentals and operating costs mean that it’s important for retailers to use every inch of space efficiently, from the floor to storage areas. “You’re aiming for a space that’s inviting as well as userfriendly,” she says. It all starts with catching the consumer’s eye, Jones continues. “It’s important to consider the store’s visibility.

Is its location easily accessible? What about window displays – what image do they create, and are they sufficiently attractive to draw customers?” Says Van der Merwe, “Considering there are a few hundred brands screaming for attention in the shopping centre environment, it’s nderstandable that choice anxiety, visual noise pollution and mall traffic are all essential factors to consider in terms of design.”

Van der Merwe points out that a beautiful interior is all very well, but with shop fronts vying to catch the consumer’s eye, it goes unnoticed. “Elements such as mall position become critical as foot fall can have a direct impact on turnover. Various methods can be employed to attract attention, such as kinetic