Retail reality check.
10 myths in retail design: debunked!
As a leading player in the world of retail fittings and design, we at Gondella Group are well aware of the many myths and misconceptions circulating about optimising retail spaces. So we dug a bit deeper, and together with Prof. Katelijn Quartier’s insights from the Retail Design Lab (UHasselt), we explain some of these myths below:
Myth 1
When entering a store, people usually turn right.
Although it is true that in some cultures people tend to turn right, this is not a universal thing. In the UK, for example, people tend to turn left, just like when exiting the metro. It all depends on cultural norms and habits. The important thing is to understand what works for your target audience and to apply this to your store layout.
Myth 2
The in-store experience is essential to remain relevant in the future.
The in-store experience is certainly significant and gaining in importance, but it is not the only thing that matters. A store must first and foremost be functional and meet your customers' needs. In the end, people come to your shop to compare, gather information, and hopefully make a purchase. Experience can be a valuable tool to achieve this, but it should not be the end goal itself.
Myth 3
People understand the same design or form language.
Cultural and demographic differences, and individual preferences and affinity with technology, greatly influence the interpretation of design and form language. Some examples: in Western cultures, white is often associated with purity and simplicity, while in some Asian cultures, it is the colour of grief and mourning. Traditionally, women may be more attracted to soft colours and round shapes, while men may prefer sharper lines and darker colours. Some people prioritise functionality over aesthetics, while others are drawn to visually appealing elements, regardless of functionality. Store designs that truly resonate with your target audience and reflect their preferences will always be the most successful.
Myth 4
Store design influences the desired behaviour of customers.
YES - a well-designed store will most certainly steer customer behaviour, but it is important to have realistic expectations when it comes to this. For instance, smartly positioned eye-catchers, cross-selling displays, or promos do attract attention, but customer behaviour is also greatly influenced by other factors such as product assortment, service, and pricing. Only a good balance between all those factors will guarantee success.
Myth 5
Invest your money in spatial layout, since it determines almost 40% of the in-store experience.
When it comes to creating an unforgettable store experience, spatial layout is just the beginning. Have you considered the impact of the interior shell, including ceilings and floors, as well as the exterior design? What about the role of communication elements like orientation, activation, and inspiration? Sensory aspects—smell, sound, sight, touch, and taste—play a crucial role too. And let's definitely not forget the overall omnichannel experience.
At Gondella, we're experts in shop fittings and design, but the secret is in the mix. It's the combination of these factors that ultimately shapes the customer experience. Investing in all these key areas is crucial for maximising customer satisfaction and creating a truly engaging retail environment.
Myth 6
Signage and wayfinding are indispensable.
When setting up a new store, a surprising amount of thought goes into the use of clear signage. But did you know that it has been proven that shoppers often navigate purely based on visual cues and in-store displays? Using eye-catchers can therefore be more effective than traditional signage. Consider, for instance, an gondola end with a promotion that also clearly indicates the type of products found in that aisle.
Myth 7
People are perfectly capable of doing two things at once.
We often think we can do it all, but the truth is, human concentration drops dramatically when juggling multiple tasks. In a retail environment, this can lead to frustration and confusion for your customers. That's why it's crucial to design a store layout that guides shoppers step by step, ensuring they can find what they need without distractions.
The solution? Again, clear visual cues and effective signage. They play a vital role in keeping customers focused and satisfied, helping them navigate the store effortlessly.
Myth 8
If people are searching, they are not shopping.
As a store owner, it's important to keep in mind that customers sometimes need time to search for what they want, especially in a new environment. But 'searching' doesn’t mean they aren’t shopping – quite the opposite! It's a natural part of the shopping process and can lead to the discovery of new products. End bays play a crucial role in helping customers orient themselves. They offer a double win, as such displays can also drive additional cross-selling opportunities.
Myth 9
The first few meters of the store are for shopping.
When customers walk into a store, the first few metres are more about creating a "mental map" for themselves, rather than immediate shopping. As they enter, they're just starting their shopping trip and need those initial steps to kind of acclimatise. Therefore, it's not a good idea to place important promotions right near the entrance, instead, give your customers the space to get used to the store and get into their "shopping zone."
No wonder people so often forget their shopping basket that's usually right at the front. As a retailer, it's important to anticipate this behaviour and adjust your store layout accordingly.
Myth 10
Men and women shop in the same way.
While every individual is unique, certain trends emerge in the shopping behaviors of men and women. For instance, women typically spend more time in stores, visit more stores per outing, and spend more overall. Interestingly, although women shop more frequently, the average spending per store is similar between genders.
Women also tend to have a greater influence on household purchases. This means that their role can be especially important depending on your store type. Be sure to keep this in mind.
"In a constantly evolving world, it's crucial to understand the myths surrounding retail design and focus on what truly works for your specific target audience and brand identity.
At Gondella Group, we strive to create retail spaces that are both functional and inspiring, aligning with your unique brand values and needs."
Jozefien De Baere Gondella Group Marketing Manager
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Insights taken from Katelijn Quartier’s Keynote “10 Myths in Retail Design” at the 2023 OM Conference in Antwerp.
Katelijn Quartier is a professor in retail design at the Faculty of Architecture and Arts, UHasselt and author of “The Big Book of Retail Design”.
She also serves as the Academic Director of the Retail Design Lab knowledge centre.
