In the digital era, when Amazon menaces to swallow the whole market and multinationals already occupies whatever's left, here's how you can still establish a successful business in a bricks-and-mortar box.
- First of all, What is a Concept Store?
To make it simple, a Concept Store differs from a Usual Store, because its first goal is not actually selling products, but rather creating an experience for the targeted customer.
A Concept Store has the looks of an Art Gallery, or of a Hotel Lobby.
The products may be laid in secondary locations, prioritizing on how the customer will be entertained and get engaged with the space.
This, obviously, means also snapping some shots and sharing them on social networks, creative passive advertising for the store, and even more importantly, arousing the idea of a community and specific lifestyle represented by, or anyways connected with the brand in question.
All these factors can straighten a brand (and sub-sequentially its sales) in a robust way.
Purchases can be finalized directly in the store, or in a second moment, through the omnichannel system (online purchase, shop-to-door, etc).
- So, How do we Design a Perfect Concept Store?
Either you are consulting this article as an Architect approaching the design of a concept store, or as a retailer thinking about starting one by your own, here's 8 crucial points to follow for a successful concept store business:
1) Brand Image is the Key
We need to start this before even thinking about which location to chose for the store.
Create the brand guidelines, or follow them if already existing, define a logo (obviously), color palette, typography, tone, etc.
Everything must be coherent and consistent in your brand's universe, starting from the labels, up to the website and the shades of the store finishes.
2) The Store as a Journey
Remember that you are introducing the shopper into a unique experience across your concept store.
This means, yes, the store must look captivating, but also the layout must assure a perfect fruition of the whole area.
This does not mean, as many retailers suggest, creating lanes and forced paths, but it totally depends on how you will conceive your store idea: is it an open space where the customer can interact with different activities? Are you exposing works of local painters or photographers on the walls of your store, with a monthly turnover? Do you offer a lounge space with possibility of ordering coffe or tea?
3) Make it Different
What we always suggest is to open a Pinterest account, search for other store designs of your sector of activity, and then try to make the opposite way! Make it different!
Obviously it is not easy, since there are million of activities out there, but this could give you a step over the competition. Try at least differentiating yourself from the stores close-by, in your town or neighborhood.
4) Make it Instagrammable
Instagrammers do not like chaotic places, your store should be offering the perfect shots, and your unique look will help you to be recognized on socials, providing free advertising!
Minimize exposed merchandise prioritizing the looks and not the sizes, quality over quantity.
5) Make them Stay and Wanting to Come Back
Connected to the previous points, the uniqueness and the layout of your shop, should give the shopper a reason to stay, wanting to come back to visit, and suggest their friends to come over.
Organize events, concerts, art or photography expositions, workshops, book presentations... it is all about making people talk about the store!
Think about your layout to be flexible and spacious enough to allow these gatherings.
6) New Technologies
I already hinted to the omnichannel system, but technology can be introduced in your store in several levels. Easy purchases through smartphone (you can even skip having a cashdesk and proceed payments just with a tablet), expose digital cathalogues or allow the customers to use an iPad to register to your website and receive special offers, or buy directly in-place with a special discount!
All this will make the staff job easier, and also increase the engagement of the shoppers!
7) Go On-Line
Obviously with the preface of the article, I did not mean that your bricks-and-mortar activity should be pursuing a standalone fight against the digital technologies!
Let's face it, it is unlikely that your store could survive without a strong online presence.
Create a good website in line with your brand guidelines, social networks account (at least on 2 platforms) and if in your possibilities and needs, a mobile app.
These should include all the information on how to contact and reach the store, the catalog of the articles, possibility of purchasing, and calendar with all scheduled events.
8) Nothing left to Chance
Music, Scent, Staff Behavior, these are all parts of your brand and need to be curated in the store accordingly.
Consider all the 5 senses when designing or running the store, create your own playlist, use a specific and recognizable perfume, customize the customers experience at your best!
For an assortment of inspirational concept store, we suggest having a look to this article by Homhkiat.
For any other question or deepening on the subject, do not hesitate to send us message from the contact form below:
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