A high street shop space is more than an outlet for products. Beyond allowing customers to make their purchases and to browse exciting new stock, they are, and inevitably, a point of communication whereby every shopper that enters a store immediately becomes part of the conversation.
Retailers who make the effort to consider their branding and shop design are able to more effectively communicate their intended message. For some, this could be related to their product quality, while other modern retailers are striving to be seen as environmentally friendly. Those retailers who neglect to consider their interior design, however, will have less control over how their brand is communicated to shoppers and may, ultimately, see their ethos misinterpreted.
The most important form of communication with a customer is the first impression. For most retailers on the high street, this means a window display. For years, window displays have been a fundamental part of a shop space and, despite all changes that have occurred across the industry, window displays have persisted in their importance.
Retailers speak to the high street with their displays, showcasing products, describing brand values, and attracting the attention of customers who may not already be familiar with the retail space. Beyond a tableau of products, window displays are also used to entice customers into a shop, often being without a backdrop so that customers can gauge their interest in a shop space before walking inside.
Every element of a shop’s interior, from shop shelving to retail furniture, is a statement. Those retailers who construct their space carefully, choosing assets that complement their brand’s aesthetic and align with a retailer’s ethical decisions, will find that their customers are likely to demonstrate a greater understanding and loyalty.
Interior design is also useful in a practical sense, helping customers to navigate a store without the need for written directions or sales staff support. Vertical displays, such as slatwall panels and posters, can be useful to ensure that customers understand where to browse and how to efficiently navigate a shop space.
A shop’s aesthetic and style create an atmosphere. This atmosphere can be used to draw in customers, being an appealing place to browse, but it can also be a form of what has come to be known as passive advertising.
This form of advertising relies upon customers to promote a brand or product on their own, personal social media platforms. Doing so requires little effort from retailers beyond creating an atmosphere that encourages images to be captured and shared, which is why many high street shop spaces are increasingly visual, with statement walls and interesting displays.
Sales representatives remain an important part of the high street and those brands that rushed to seek automated alternatives are demonstrating a notable regret as customers have become largely alienated in the absence of personalities.
A great team of staff members are able to go beyond performance transactions and can meet a customer’s needs while also offering curated expertise on a brand and product. This personal connection is what sets many retailers apart from others.