Re-Imagining Retail Design · environment. NOC COFFEE CO. Re-Imagining Retail Design Re-Defining...

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Seen Displays7th Floor, The Tea Building56 Shoreditch High StreetLondon, E1 6JJEmail: [email protected]

This document was produced by Seen Displays Ltd. All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or any means, electronic, mechanical,

photocopying, recording or otherwise, without the prior written and or contracted permission by Seen Displays Ltd.

Any and all intellectual property rights including, without limitation, trademarks (whether registered or unregistered), copyright, patents, creative concepts and design rights (the Rights) used herein are the

property of or are used under licence by Seen Displays Ltd and may be used by yourselves solely for the purpose of evaluating the proposals contained herein and for no other usage.

Re-ImaginingRetail DesignExploring retail solutions which protect and engage with the consumer in the Post-Covid landscape.

HARMAY

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Re-Imagining Retail DesignContents

INTRODUCTION

ENTRUSTED SAFETYAmplified HygieneEmbodied ReassuranceComforting Tone

RE-DEFINING THE JOURNEYOutside the StoreStore LayoutsNavigation and FlowStaff InteractionsHigh-Touch AreasStore Front Pick Up STREAMLINED EXPERIENCESCurated StoresTech FacilitationAugmented ExperiencesLivestreaming

KEY TAKEAWAYS

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‘There will be a greater demand for engaging places that entertain and inform safely, when we dare to venture out again.’

Howard Saunders – Retail Futurist

As the re-opening of stores looms closer, brands are finding themselves in a state of flux when it comes to their instore experience. Government legislation will detail requirements, but we must also consider the shifting mindsets and baseline anxieties of consumers as they re-emerge.

Brand trust was previously concerned with delivering an honest product or service, now it’s about keeping us safe. Bricks and mortar retail presents an opportunity to develop deep and meaningful relationships with consumers,

who are putting their health and wellbeing in the hands of the brands they love. Retailers must seamlessly integrate elevated hygiene into beautifully designed spaces. Stores will become more concise and cater for the desire to minimise contact.

The line between digital and physical touchpoints will continue to blur and we will see an accelerated answer to the question - where does the value lie in the store experience?

Re-Imagining Retail DesignIntroduction

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EntrustedSafety

AESOP

Although stores are set to open soon, we must anticipate a fear of the virus throughout the population. With only a third of consumers saying they will feel safe to visit retail spaces - brands must ensure their customers are safe, but

also that they feel safe.

Store design will be re-evaluated with hygiene being a priority. Cleaning stations will become permanent fixtures, partitions and signage will work to guide and promote distancing. Retailers must consider how consumers

can move through their stores with minimal contact. Using visible protective measures will work to reassure and encourage the consumer. Developing this

level of trust will serve to bolster their relationship for years to come.

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AmplifiedHygieneBrands must ensure customers feel they are shopping in a clean and safe space. We will see an overhaul in staff training and deep clean scheduling. Easy to clean and antimicrobial materials such as copper will be important for fixtures, as well as strategic placement of hand washing stations.

MAAPLIM

Re-Imagining Retail DesignEntrusted Safety

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EmbodiedReassuranceCustomers will be looking for symbols of cleanliness and safety whilst shopping. This could include traditional features such as sinks and easy clean materials such as tiling.

Looking toward the health and beauty industry will provide inspiration for store design.


AESOP

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Retailers must create safe, calming spaces which echo the comfort of the consumer’s home.

Stores should use reassuring and guiding messaging to instill trust. Encouraging a sense of togetherness and triumph over the virus will be key. Tone of voice must be reflective and empathetic towards an audience who have endured a difficult time.

ComfortingTone

Connecting at a DistanceEntrusted Safety

MADHAPPY


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Re-Definingthe Journey

With the imminent opening of non-essential retail, it’s important to consider that the experience of visiting a store will feel quite different. Rather than a casual experience, customers will more likely plan their visit with a specific

intention. Every step will be under scrutiny, from the previously unremarkable process of entering to the final payment.

Successful retailers will meticulously plan how customers spend their time instore. Specifically by focusing on efficiency, whilst allowing consumers to explore the products and connect with the brand - both instore and online.

STELLA McCARTNEY

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Outsidethe StoreLimited access means more queues. Brand must implement crowd-reducing features such as text notifications once it’s your time to enter. Queuing can be seen as an opportunity to connect with consumer through RFID notifications and interactive window displays.

Entrances are often high-touch areas, brands must consider reduced contact through open doors and clear pathways.

Re-Imagining Retail DesignRe-Defining the Journey

ZARA

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Store layouts must be re-evaluated to facilitate customers finding products and spending more focused time instore. Brands will consider simple and bold categorisation of products and intelligent placement of matching purchases. Furthermore, a flexible layout must be implemented to cater for varying social-distancing requirements.

StoreLayouts

HARMAY


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Navigationand FlowPathways through spaces must be reconsidered to ensure adequate distancing and also encourage one-way traffic.

Instore signage, including floor markers will be key to guide and reassure customers. These should be integrated seamlessly within your brand environment.

NOC COFFEE CO.


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Retailers who previously relied on close staff contact with consumers will need to reconsider their service. Pre-booked staff interactions and also video-conference meetings will be used to continue providing a quality service.

StaffInteractions HARVEY NICHOLS


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High-TouchAreasHigh-touch areas such as fitting rooms and jewellery counters will have to be reconsidered to ensure safety and peace of mind. Garments will require quarantining after contact and retailers will look to new services to encourage trying on at home. Brands will harness AR technology to allow customers to virtually try on products where possible.

KEMPINSKI


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Virus concerns will lead to a rise in Click and Collect services to reduce instore contact. Brands must consider drive by pickups and lockering systems which allow products to be collected, but also to create meaningful experiences outside the store.

Store Front Pick Up BOX


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StreamlinedShopping

Pre-Covid 19 we were seeing the rise of the Streamlined Shopper, a consumer group who seek out refined yet engaging retail experiences. This will further

grow as people begin to value minimal contact shopping.

Retailers will turn to data for sales insights and to help them curate the products they sell instore. Spaces will become more succinct and designed to

create meaningful and customer targeted experiences. We will see a continuing blend of URL and IRL experiences as brands utilise technology alongside

physical spaces to showcase themselves.

ACNE STUDIOS

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The ability to make quick decisions and spend as little time as possible instore will be paramount to the consumer. Retailers will use spaces to present their most impactful products and utilise online platforms to explore the full collection.

Curated Stores LOREAK

Re-Imagining Retail DesignStreamlined Shopping

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TechFacilitationRetailers will be encouraged to utilise technology to streamline the store. We will see less cash desks, instead a rise in contactless payments through mobile devices. Further down the line expect customer tracked payments, as seen in Amazon Go stores.

AMAZON GO


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Brands will look to AR to heighten the retail experience. Doing so will encourage meaningul use of mobile devices whilst instore and allows brands to easily leverage online content. Digital layering on physical spaces has environmental benefits as it uses simplified physical builds and relies on digital content to create dynamic executions.

AugmentedExperiences

DAZED BEAUTY/SELFRIDGES


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Many retailers are already adopting livestreaming as a way of removing the need of visiting the store altogether. Customers are able to book appointments with knowledgable staff through video-conferencing software such as Zoom.

LivestreamingTRÈS BIEN


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Re-Imagining Retail DesignKey Takeaways

ENTRUSTED SAFETY

01Seamlessly integrate elevated hygiene into beautifully designed spaces.

Utilise signage, materiality and visual cues of cleanliness, for example sinks, to reassure and encourage the consumer.

STREAMLINED EXPERIENCES

03Curated stores providing succinct and meaningful experiences.

Use technology to provide frictionless shopping and create impactful meetings with customers both instore and online.

02RE-DEFINING THE JOURNEY

Engaging window design to showcase messaging and brand engagement.

Simple and flexible store layouts,seamless navigation and social distancing signage in line with brand aesthetic.

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Seen Displays7th Floor, The Tea Building56 Shoreditch High StreetLondon, E1 6JJEmail: [email protected]

This document was produced by Seen Displays Ltd. All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or

transmitted in any form or any means, electronic, mechanical, photocopying, recording or otherwise, without the prior written and or contracted

permission by Seen Displays Ltd.

Any and all intellectual property rights including, without limitation, trademarks (whether registered or unregistered), copyright, patents, creative

concepts and design rights (the Rights) used herein are the property of or are used under licence by Seen Displays Ltd and may be used by yourselves

solely for the purpose of evaluating the proposals contained herein and for no other usage.

Thank you

Get in touch to find out how we can helpimplement these tactics instore.

Re-Imagining Retail Design · environment. NOC COFFEE CO. Re-Imagining Retail Design Re-Defining...

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