r.o.i. Design LOVES retail design. Retail offers the best evidence of the ROI in design; impacting customer behavior all the way to the “bottom line”.
When designing for the boutique retail store please:
DO Create an obvious path, journey through the store, DON’T confuse your personal joy of stuff and clutter for a clear message to your customer.
DO Create a changeable, seasonal area that shows the best of your products for the time of year DON’T decorate the store seasonally, do that at home.
DO Position the cash out area so it is highly visible from all areas of the store DON’T create blind spots where staff cannot see customers, or owners can’t see staff.DO Create branded signage that is organized consistently throughout the store DON’T use hand written signage unless that is part of your brand and have a way to use it without looking “hokey”.
DO plan for a variety of light levels throughout the store, from spots to ambient light DON’T rely on a general level of lighting provided by older fluorescents and if you have them, remove some bulbs or re-switch for less light and add track.
DO organize inventory and back stock conveniently to their displays DON’T make the inventory part of the display unless that is your brand and value statement. Typically floor inventory indicates a promotional price point.
DO create a variety of floor finishes in the customer’s experience of the store DON’T create trip hazards or use materials that need a high level of maintenance.
DO make packaging and take home bags as fun as the store experience DON’T lose the opportunity to market to your customer post-sale.
DO keep displays full with like kind merchandise, organized by color or size DON’T have half empty displays on the floor. If there isn’t enough stock, combine with similar products.
DO revisit your store design and layout periodically to take advantage of changes in shopping trends DON’T assume your shoppers can’t learn a new way of shopping at your store.