“IKEA USES THE LABYRINTH “So that we take a long walk around the store and buy a lot”
When retailers talk about a “beautiful store,” they really just want a space where people want to spend money. To form it, you need to build a happy customer experience. This is what retail design does.
Nikolay Chumak is the founder and managing partner of IDNT. Developed retail design for Comfy, Rozetka, FUIB, Oschadbank, Novaya Poshta, Kyivstar and dozens of other companies.
How retail design helps brands sell. 0
Nikolay told what retail design is and how it encourages us to buy more.
Point of support for retail design
Retail is a business; nothing is done in it for the sake of beauty. He must make money. Retail design determines how the store is organized, what customer path the customer goes through, what emotions he will receive.
Retail networks can sell the same thing, but remain different. Some retailers focus on fresh products, others on food to go, and others on their own brands.
In retail, the most important thing is understanding how a business makes money. It is important to understand this before making the visible part. Online too.
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The next important element is the client path: you need to describe in detail how we want the client to behave. For example, he came, saw one category of goods, made a choice, then went to another zone and bought something else there.
It is necessary to program the client’s path: determine how much time and where he will spend, buy on his own or with the help of the seller, pay in cash, by card or through the self-service cashier, stay to drink coffee or make way for the next buyer faster.
Under this client path, a space is created that is convenient and predictable for the buyer. There, people will behave as we need, and not just admire the interior.
Requests that retail design solves
People have several levels of needs.
Functional. This is the purchase of food because you want to eat, or household appliances, because you need a refrigerator. Retailers have mastered this level well – otherwise they would have dropped out of business.
The maximum that a consumer can do for a company here is to pay and say “thank you”. There is no loyalty. Coca-Cola in all stores – all the same Coca-Cola. Who cares where I bought it.
How retail design helps brands sell. 1
Emotional. Emotion is added to a functional product or basic need. We sell not cars, but freedom, not mayonnaise, but traditions.
In the store, the consumer does not just buy the product, but is inspired, gets new knowledge and ideas.
For example, the food department can arrange a cheese tasting – to give a new experience. A person will not necessarily buy this particular cheese, but the experience of shopping will become more emotional. The consumer is becoming more loyal.
Social. The retailer participates in human life, forms the environment that surrounds it. So in the store there appears a thematic layout: not just pots or coffee makers, but the category “Breakfast”, where there is a toaster, and a coffee maker, and dishes, and a juicer.
The brand becomes part of the daily ritual. Fashion brands do not just sell beautiful clothes, but create a style that makes the buyer successful. And so they affect his life.
For the Antoshka chain of children’s goods, we made it so that moms and dads could buy everything in one place and spend more time with the children. This is participation in the lives of young parents.
Transforming. When a brand changes its lifestyle, it develops qualities in a person, thanks to which he can change.
IKEA gives you the opportunity to use a cool design for sane money and collect the product yourself (although in fact it saves). People have a unique experience that really changes them.
Business tasks that retail design solves
Most often it is:
– increase in sales
– attracting a new target audience
– increased sales of specific categories
– launch of a new product on the market
– change in brand positioning
– change of check parameters (number of positions, volume)
– increase in turnover
– reduced investment in store opening
The goals are different, but should increase the effectiveness of the retail network.
The Oschadbank, with which we have been working for a long time, introduced the standards of inclusiveness and opened branches for them – to work with people who are hard to see, hear or have limited mobility. This is both a business-oriented and a social task.
In Comfy stores, they introduced “virtual shelves” and points of delivery – so that the consumer could choose the goods on the website and receive them in the store. This allowed us to make physical stores smaller – some of the purchases painlessly moved to online.
Customer experience in different environments
There are no people who use only Monobank or only Silpo. These are the same people. They do not compare a bank with a bank, but a supermarket with a supermarket. They compare the best experience they got in one place with what they get here.