THE STORE AS VALUE IN ITSELF
According to the latest report of 2017 TOTAL RETAIL 2017 prepared by the prestigious PWC (One of the four most important consulting firms worldwide), the percentage of Spanish consumers who buy online increases from 19% to 27%, at least once per week, and from 48% to 58% those who do it at least once a month
However, the physical store is still the preferred place for Spaniards to make their purchases (45% go to them) motivated mainly by product criteria and environmental quality. Hence, the specialized stores and those that offer a shopping experience that goes beyond the mere economic transaction are those that not only remain in the market, but are the ones that grow the most and boost the category.
FUNDAMENTAL ASPECTS FOR A SUCCESSFUL INTERIOR DESIGN
In relation to the physical space where we develop our activity, what aspects should we take into account to be successful?
- It is not only important to focus on the shopping experience or brand, but we must consider the Store itself as an Experience, a dynamic space that encourages the interaction of the client with the product and can expand their knowledge about it.
- It is essential that Coherence is the central axis of the interior design project. The store must be fully aligned with the Mission, Vision and Values of the business. This is one of the points of most conflict today: it is common to have (or that our brands have) an external image that does not correspond to what many establishments offer their facilities.
- It is also valuable that in the design of the space its location is considered for its total integration in the chosen environment and that it is not intrusive, but friendly and respectful with the environment. Ideally, it should become part of the urban landscape and the experience of walking through that area, adding value to the community.
- The Functionality and Flexibility of the structures must be essential principles of the store, allowing small decorative variations over time, in line with the changes that an increasingly demanding market demands.
Este concepto de tienda es el Futuro del Retail. No sólo es un lugar donde se realizan ventas, sino que se convierte en un espacio de vida comunitaria
INTERIORISM AS AN “EXPERIENCE IN ITSELF”
If we achieve that our store meets the conditions of Cozy, Amazing and Integrated we will have achieved that not only be considered a place where the customer can see, touch and purchase our products, but that perceives itself as a must for our customers, an appealing place where they feel comfortable and happy, an Experience In Itself, thus differentiating us qualitatively from our competitors.
A good example of a store built to be an experience in itself is the new Apple store in Chicago.
THE FUTURE OF RETAIL
What makes it a different store is its custom design, integrating itself totally in its location and without being intrusive in the urban landscape. Inside it has conference and cafeteria spaces that offer learning, discovery and games activities, thus becoming a meeting point for the community.
This store concept is the Future of Retail. Not only is it a place where sales are made, but it also becomes a space for community life, an experiential, pleasant, warm place that invites you to enter and stay
