The Importance Of Store Design

Store Design

One primary feature of store image is the interior design of the physical space (Roose, 2014, p. 209). Sensory conditions, for example lighting, color and temperature have a critical impact on the manner a customer examines their experience and categorizes the store image (Pine,Joseph and James, 1999, p. 66). Environmental stimuli are considered to have a major impact on consumers’ emotional conditions determining their assessment and acceptances of a specific retail setting. Different researchers have evaluated individual atmospheric elements and the influence they have on shopper’s moods and activities. For examples, one group of scholars (Dowling, R. (2013; Borghini et al, 2010; and Duboisson-Quellier, 2007) evaluated the impacts

121). Since there are many retailers customers can choose from, the need of sharing value and reason of choosing one store over the other is highly conveyed (Engel, Blackwell, and Miniard, 2015, p. 325). Failing to enforce these crucial procedures may lead to severe repercussions on the retailer, including lost business opportunities and also weak brand perception. Majority of the retailers are distinguishing themselves by promoting in-store experience. Dover Street Market in London, for instance, has an improved overall interior with all its new brand located in dedicated spaces. In fact, ReiKawakubo, the mind behind this invention, was keen to ‘embrace and promote’ the structure’s original features, thus the exterior, ceiling and window are unchanged. Other unique aspects in Dover Street Market that enhances consumers’ experience include ‘Bird Next Perfume Tower’ that is utilized in displaying all forms of fragrances in this retail store; garments and accessories hanging from children’s open space in the first floor; and leather painted goods on the Delvaux’s space. Other components occupying permanent spaces in this store include the Craig Green and Gosha Rubchinskiy. According to the vice president of this store, “each floor is unique and gives the consumers own sort of feeling. The purpose is to embrace and transpose all the feeling and personalities across the retail store, there for injection newness and quality to its users.” For many years, psychologists have maintained that people have emotions to the physical environment. Therefore, the shopping experience is directly impacted by the environment. Also, the shopping environment may greatly impact customers’ feeling and emotional responses toward a store, evidently impacting the patronage and commitment decisions clients