Tweet

5 Spices of Retail Design

Guest post by: Deepak Vora

Article Overview: This week as I was channel surfing I came across a cooking show on one of the Food Network. After unveiling the dish, the chef and his co-judges introduced each ingredient used in the dish. As the ingredients were placed on a back lit table the names of each one appeared. The whole presentation was a testimony to the art and science of visual merchandising.I couldn't stop wondering if there was a secret recipe to designing retail projects. A recipe requires ingredients and if those were placed on a table such as the one I saw on the show, what would be the words that would light up? Like any good dish, would the success of the project depend on how the ingredients were used?

5 Spices of Retail Design

This week as I was channel surfing I came across a cooking show on one of the Food Network. After unveiling the dish, the chef and his co-judges introduced each ingredient used in the dish. As the ingredients were placed on a back lit table the names of each one appeared. The whole presentation was a testimony to the art and science of visual merchandising. Not really interested in the show, I switched back to the football game I'd been watching, but somehow, the episode made a deep impression on the psyche. I couldn't stop wondering if there was a secret recipe to designing retail projects. A recipe requires ingredients and if those were placed on a table such as the one I saw on the show, what would be the words that would light up? Like any good dish, would the success of the project depend on how the ingredients were used? A few weeks ago I'd gone on a trip to visit several locations for a retail store. After a hectic day, a stimulating conversation about store design had taken place. I remember waking up the next morning, the conversation still playing on my mind, when suddenly five words popped up in my head. They were the five "F's" - the secret to finishing first. 1. Focus. Every retail or restaurant design project demands a unique perspective besides the obvious goal of maximizing revenues for the business. For a prototype design project, the focus may be on establishing a brand identity, verses a roll out project, where speed and cost may be the primary factor. The focus for a project that is undertaken in the month of September for opening prior to Black Friday, could be on finding a design solution using materials and fixtures with zero or very little lead - time. 2. Form. Everyone in the design industry has heard of the famous quote by architect Louis Sullivan “Form follows function ". Over the years, shapes used by designers were influenced by tools used to communicate design concepts. Today, computers permit the creation of complex forms with as much ease as the triangles and T-squares permitted the creation of geometric forms. 3. Function. Function at a macro level defines the design goals for areas based on the activity. At a micro level, having a clear understanding of all the elements utilized in the design at the start of the project, help produce an integrated design solution. It is perfectly okay to have a sculptural design element serving to no function other then enhancing aesthetics of the project !!! 4. Flexibility. The only certainty is that there is no certainty except change. Change is certain. Adapting to change requires a great deal of flexibility. Businesses should be designed for future change as well as well as expansion. Displays at wall and floor, should be designed for seasonal flexibility. Wouldn't it be nice if a store can be remodeled with minimal disruption of business at the time of lease renewal ? 5. Finance. Focus. Form, Function and Flexibility directly impact finances. More complex the form, greater the impact on the finances. Though finance dictates majority of the design decisions, there are times when budgets can be expanded for the prototype store design to procure future locations in " A " malls, or attracting venture capital for expansion. The architects and designers who utilize the client's finances in a responsible way will deliver successful projects. The secret recipe for successful projects is to use these ingredients in the right proportion. Those who get it right will have a bright future.

Related Articles
  PoP (Point of Purchase) Visual Merchandising
  Simon Pure are the Toast of Surrey
  Lesson #2: Figure Out How To Whet The Nation’s Appetite
  5 reasons to automate your Retail
  Packaging… Get your unfair market share!
  Shultz Starbucks
  Cost of office fit out
  Using Design in Business
  Raymond eyes 40% rise in retail biz revenue in 2 years
  Grow Your Retail Fan Page with Samples & e-Coupons
  Use Your Off Season - How To Get Ready For The Shopping Season
  Hottest Retail Franchise Business Opportunities
  Monginis plans 50 outlets pan-India by 2010-end; seeks franchisees
  Holiday Rush?
  Site Design Usability and Navigation
  Videocon to launch mobile services in Mumbai, Chennai next month
  The Retail Jungle…where vision become real( part1)
  Retail design basics
  RETAIL SALE BOOSTER MODEL (RSBM)
  Beat the Recession with a Retail Franchise

Article Tags: art and science, retail design, retail projects, success



Related Forum Posts
Happy Worker as of Dec 31 2007 - Here's mine... I'm now off to make an offering to the business planning gods for their help in getting to these goals & beyond. To the combined success of Prophets 2 Profits! ----------------------------------------- 1) Corporate a) Retail - Sales reps covering all major markets (1M or more) - Retail product launch plan - 1 more retail release (TBD) b) The Toy Agency - Systems for: o Creative process o Pricing o Manufacturing o Logistics - Marketing agency strategy in place - 1 new customer every 2nd month (5 new customers); 1 of which will be rev of >= 500K/year c) Business - Creative talent pool management strategy & process - Outsourced and/or weekly bookkeeping - Monthly budgeting & forecasting - Better banking organization (Line of Credit, CCs, automate billing for appropriate vendors) - Team total of 5 - Larger office d) Web site - Daily updates - Start of separation of Blog/TTA/Retail 2) Personal - Most weekends “off”! - Entirely separate personal finances; basic personal financing plan - Family….?
Re: Top Banner Help - [quote:35xjo6uq]Good job on the banners BennyBoy![/quote:35xjo6uq] No probs:) I agree Online Marketing and Publicity Search Engine Optimization - Web Design and Programming Blogging also may be... Web Design Tutorials Looking to Hire - jobs section Interesting Articles / websites
Re: what position to request? - Hi Michael, Great suggestion from David, or you could try something around a design consultancy, How about Website Design Consultant, Design and Development Manager, Website Support and Development Manager or maybe Internet Business Development Consultant. Ultimately whatever you are comfortable with and good luck for the future, Mal.
Re: We all embellish, so are we all liars? - [quote="BuzzAroundBooks":3chumhxz]For instance, what if a customer asks you where a specific sales representative is but you don't know where he/she is? Retail expert Doug Fleener says "Rather than appearing not to know what's going on, it's safer to go with the standard reply: 'Dan's (i.e. sales reps' name) not available right now. My name is... May I help you?'" ("The Profitable Retailer" 216).[/quote:3chumhxz] Hi Kevin There have been a couple of businesses in my local area who have done this only to become unstuck when we found out that Dan (or who ever we were after) had not worked there for months and the business (a one man band) was only trying to cover it up to appear larger than it was in reality. My honest opinion was that the business went through a few employees quitting and they didn't want us to think they were an unstable company.
Elevator Pitch in 10 Words - "Winning Business Design For Aspiring Entrepreneurs Based On Their Idea"


Share this article with your friends. Fund someone's dream.

Leave a comment below or share on the left and you'll help support entrepreneurs in Africa through our partnership with Kiva. Over $50,000 raised and counting - Please keep sharing! Learn more.

Newsletter

Get advice & tips from famous business
owners, new articles by entrepreneur
experts, my latest website updates, &
special sneak peaks at what's to come!

Name:
Email:

Popular Articles

Let's Skip the Offshore Horror Stories

THE “SECRET RECIPES” OF LEADERSHIP

Why Use an Advertising Agency

Suggestions

Email us your ideas on how to make our
website more valuable! Thank you Sharon
from Toronto Salsa Lessons / Classes for
your suggestions to make the newsletter
look like the website and profile younger
entrepreneurs like Jennifer Lopez.