About to begin a retail design project? Here are ten top tips for success
Consider what your competitors are doing and define your retail strategy as part of a wider corporate strategy.
Understand when and how consumer research can help and also when intuition and professional design experience must prevail.
Get everyone to buy in to your plans and understand the goals from the outset - including the chief executive.
Ensure that the budget is realistic and be honest about what you can achieve and when. This will create clarity around whether retail refreshment or full refurbishment can be achieved.
Even if you can only move one step towards it today, at least all retail design will be consistent and work towards a longer-term goal.
Design by committee must be avoided at all costs. It is essential to designate one person who has final sign-off of the concept and that they are empowered to make decisions on the spot.
If different parties (subcontractors) are managing different aspects of the project, it is essential that they all meet regularly to table concerns and discuss scheduling.
Agree goals for the short, medium and long term. What do you need to achieve today? What do you hope to achieve tomorrow?
And remember that these can be both tangible and intangible. Results range from consumer feedback and sales figures through to more intangible results, including improved brand equity and ability to gain presence within more prestigious retail locations.
Always invest in staff training alongside a new concept. All good retail design depends on good service, as the environment can only set the scene and create desire.
Whether you are rolling out a design concept globally, or just across two stores, ensure that you have a network of local partners to project manage the implementation of the store at local level.