Retail IRL: Why Store Design Remains Relevant

Forbes quite simply state that:

"Stores are the preferred, more affordable marketing channel that acquires quality, loyal customers."

It seems like we don't need to add too much to that statement. Cheaper + acquired loyalty: an easy win for both brands and retailers.

But as we’ve seen from the highs and lows of physical retail, there's a whole lot more to the success of brick & mortar. In fact, there’s a demand for more. With 73% of Gen-Z and Millennial shoppers valuing experiences over products (Savvy), loyalty from these consumers will rely on more than a physical store crammed with product. They desire that moment, the one which solidifies the brand in their mind through positive experiences. Let’s face it, even e-commerce channels are bolstering the shoppers experience with personalisation, online communities, and rewards activation. These elements not only create an initial connection but offer an opportunity for a long relationship between brand and consumer.

However, even with the above, these online channels still lack the tangible experiences of bricks & mortar. To enter a store is to take part in the physical embodiment of these connections and there’s simply no competing with this. So, while retail trends might be changing our landscape with each passing day, we’re going to discuss the fundamentals of retail IRL and why store design remains supremely relevant:

Storytelling

Storytelling, in fact, goes far beyond eye-catching store design. It is the art of presenting a narrative in-store which truly brings a brand’s philosophy to life. And it is there not only to convince shoppers to purchase, but also a way of eliciting emotion from individuals who resonate with the brand, the products, or the offered experience. Storytelling can be found in nostalgia (the Barbie renaissance in 2023), the quirkiness of a brand owners’ personality (see literally anything from Jacquemus) or even changing the narrative for how we purchase lingerie in-store (Lounge Underwear). It’s how each touchpoint brings us deeper into the brand messaging, resonating with us on a level way past the purchase. Taking Lounge Underwear as the key example, their physical space takes the ‘Comfort Made Sexy’ strapline and transforms it into a warm environment with soft lighting, curved displays, discreet drawers and diversity in model shots.

Trials & Tactility  

We won’t take away from the fact that many brands are creating opportunities to source the ‘perfect’ product online. From skin analysis’ through to evaluating our taste profiles, both social and e-commerce platforms are offering tailored moments for shoppers. Which is, undeniably, a great option for those of us preferring to purchase online. And yet, these elements remain no match for the physical experience. Because, if we can’t get our hands on a product, how do we truly know if it’s for us? And this is what the physical store has become – the ultimate experience for sourcing a product just for us, with brand ambassadors able to guide us through every option available to us. Which brings us to ON, a Swiss running brand who deem their store as a ‘shoppable science museum’. While the reference to a museum considers that the store design is highly visual & educational, it is also a space defined by tactility. A robotic arm mimics the action of movement in an ON sneaker, while the “magic wall” runs the length of the store and offers every shoe in every size for try-ons. Whether a purchase is made or not, there is an opportunity to trial the products and engage our senses.

Moments of Difference

Back in 2015 when the reports of a dying high street were rife, we could argue that there was some truth to it. There was a death. But it was the much-needed death of an overly saturated store, filled with product and not much else to excite us. Since these reports, brands and retailers have worked supremely hard to create store experiences which exceed the norm. Often taking the form of temporary experiences (Selfridges Corner Shop) or opportunities for exclusivity (see the Prada Café), the success of modern store design has become hinged on where the differences are. When we launched the LVMH Wonders champagne bar in Selfridges, we were acutely aware that this would be the first ever opportunity to sip the most premium fizz from LVMH brands, by the glass. With a setting curated to feel luxurious yet cosy, the Selfridges pop-up brought the previously unattainable right into the heart of the shopping experience.

Simply Cool

Store design can be – and should be – exciting, experiential, sometimes emotional. But sometimes they’re just really cool. And the first brand we think of when we think cool store design is Ace & Tate. While their product and model shots are pretty slick, Ace & Tate understand that there’s simply no way of knowing which glasses to purchase until we’ve tried them IRL. And unlike the traditional, overly medicinal eyewear stores of the past, Ace & Tate really work to create quirky spaces. To be honest, even those not requiring eyewear have been caught visiting the stores to snap photos and post on their own social media channels. And it’s due to a mixture of things: the stores are inspired by the local area and the locals, the design is always a little bit quirky & there’s a nice blend of sophistication mixed with playfulness.

So, whether we’re seeking a bit of tactility or strolling the high street in search of something out of the ordinary, the store has much more to offer than simply being an affordable marketing channel. They can be filled to the brim with stories, moments, quirkiness, nostalgia, excitement, drama - the list is pretty much endless. But at the heart of it all is the consumer response, and it appears evident from the case studies above that brands getting store design right, are really getting it right. Which is why investing in store design remains crucial to the success well into 2024 and beyond.

And here's the expected bit at the end where we do begin to sell ourselves. Because we're dedicated to everything we've said above. The experiential moments, the storytelling, the tactility, the tangible brand narrative - it's what transforms designs into tangible realities. If you're a brand or retailer seeking a creating agency to take vision into reality, we're your guys.

Say hello@impactretail.co.uk ✨

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