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Store Design (Subject) / Experiential Store Design (Lesson)
Experiential Store Design
This lesson was created by DaxFarey.
This lesson is not released for learning.
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- Hedonic shoppers (6) Shoppers, who enjoy shopping - Adventure - Social - Gratification - Idea - Role - Value
- Advantages of brick & mortar shops - Location (close to customer) - Personal service - Personal relationship - Community ties - Touching, Testing - Experiential store design o Unique experience o Customer experience management § Contact point · Store · Staff · Website
- Utilitarian shoppers Efficent and rational
- 4 Steps for creating unique shopping experiences 1) Collect ideas for creating an experience a. Merchandise sold b. Cultural trends c. Company history d. Target group à Unique / Memorable / Hard to copy 2) Eliminate unsuitable experiences a. Folie 3) Develop and test experience concepts a. Test (Discuss) in Focus Groups (Consumers + 1 moderator) b. Quality research 4) Implement the experience
- Adventure shoppers Special places Aesthetic (M&M Store, Las Vegas) Entertaining (depends more on the staff, than on the store design) o Fashion shows o Live shows o Live music Escapist o Escaping daily routine (most immersive) o Customer is involved (Harry Potter Theme Park) o Participation & Involvement
- Social Shoppers Shopping as an occasion for social interaction. Create third place (1 home, 2 workplace). - Place to meet others, relax, communicate - Playgrounds or relaxing areas in the mall - Cafes in bookstores Encourage the shopping companions of your customers - Calm them (chairs & magazines for males in female fashion stores) - Ties next to female fitting rooms - “Happy wife, happy life” o The happier the companion the longer they stay, the more areas they see, the more they buy
- Gratification shoppers - They want to reward themselves - They want to relax, while they are shopping - “Retail therapy” - Samples trigger impulse purchases ( = instant gratification) - They want instant gratification à Remove barriers - Relaxing areas - Free make-up-stations - Instore spa
- Idea shoppers - Research has shown, that ads not provide enough information for a lot of people - So they inform themselves in the internet or in the stores - Retailers have to provide enough information for them in the store, but they shouldn’t overwhelm other shoppers o Attach information cards with further information o Add QR-Codes with further information
- Role shoppers - Enjoy shopping for others - Gift-buying o Seasonal decoration o Pictures of presents and possible presents o Gift-wrapping-station
- Bargain hunters Deal-prone consumers - Discounts - Intresting in the purchase - Thrill of the bargain hunt Pop-up stores - Surprise consumers - For bargain hunters as long as they are there Bazaar-like shopping Yellow + red = cheap Be careful = don’t ruin the price-quality perception and the positioning of the store --> Separate bargain areas
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- Creating effective themed experiences for Escapists - Theming - Everything is part of the theme - Everything tells a story where the customer plays a part - Differentiate - Attract customers Reasons for failure: Costs, inappropriate theme (for the target group) , frontline personnel (fails to play their role)
- 4 As of successful theming: - Appropriate theme o Nature and outside à Hunting and fishing store o Different themes for different stores o Place and time specific - Attention to detail o Otherwise the illusion will be destroyed o Animal foottracks (in hunting store) - Authenticity o Depends on the background of shoppers - Attitude of the staff o Trained o Appropriate customs o Right words & accents