Retail Methodologies

by Andy Fritts, fh group

Today’s customers are finicky, with constantly changing tastes, needs, shopping habits, and store favorites. The science behind retail design is always changing, evolving, innovating, and reinventing ideas to stay head of customer demand.

To meet this demand, designers must take every opportunity to immerse and discover new trends in the retail space. This research allows each of us to put on a new hat and evaluate, interview, and observe customers to examine how they actually shop versus how they tell us they shop.  Customer ethnography truly empowers and arms designers and merchandising teams with the right tools and knowledge to make the tough decisions.

With a solid foundation built on research, a successful retail environment begins to take form through space planning and concept generation.  By using CAD tools and a bird’s eye view we are provided a unique perspective to explore operational efficiencies, department and product adjacencies, cross selling opportunities, and customer flow analysis, all of which can increase sales with the right mix.

Truly innovative retail designs and messaging shine through when there are difficult obstacles, criteria, and guidelines. We all know that not every facility is the same size, gondolas the same height, products in same place, or customers identical. There is true art when applying methodologies of scaleable and adaptable design to accommodate virtually endless combinations. A designer must look at the potential possibilities with a focus on narrowing it down to a few solutions that adequately meet and provide the most engaging and consistent look for a brand across all points of customer interaction.