‘Physical store still holds value’
By Payal Gulati | December 30, 2019
In a chat with Retail4Growth, Rishu Anand, Director, Design Radiance Pvt. Ltd. shares his design philosophy.
How would you define ROI in the context of store design?
In today’s world of technology and advancements in terms of the online shopping experience, we cannot deny the fact physical store still holds its value. While also considering the fact that it is a huge investment. In today’s time, it is more of an experience than sales that matter for clients. For them, experience to the consumer has to match with their brand ethos. So, designing a retail space becomes a very important aspect when ROI is concerned. A great design can really up the ante for a brand and distinguish them from their competitors
What are the key factors to look at while arriving at an ROI based store design? An example they can share?
Location, design & user experience, branding/rebranding – collateral, lighting, touchpoints – creating different touchpoints help brand to learn about consumer behaviour and use of technology – using AR / VR.
How does an engaging and interactive store design play a role in meeting business objectives? What is the role of technology here?
Technology holds a huge potential in meeting business objectives. There are various ways where one can come up whether it is QR codes on products revealing detailed information, self-checkout counters, VR & AR experience which can come very handy for car brands having stores with space constraint.
Today concepts like Design Thinking are gaining ground with the emphasis on empathy and understanding user needs. How does this translate into business benefits?
When it comes to user experience it is very important to understand user needs. It is the core part of thinking process where a designer needs to keep aside his thoughts and start thinking like a consumer to understand how they might feel about a certain scenario/situation and come up with solutions which awaken their senses.
How would define sustainability in the retail design context?
Sustainable store design comes from sustainable life, imparting that knowledge to the consumers about how doing things in a certain way are better for our future is a win-win situation. So it could be using renewable building materials to putting up solar panels for renewable energy to the location of the store, it is all about reducing the carbon footprint.
What is the current trend as far as sustainable architecture and VM materials are concerned?
Using reclaimed wood, brick, tiles, eco-friendly paints, solar panels, led lighting, bio-degradable mannequins made from 72% sugarcane bioplastics as used by brand “Stella McCartney”, rainwater harvesting, recycle plastic displays, go paper-free.
How can sustainability become a meaningful and real part of retail design and VM in a way that it meets business benefits too? What are the challenges?
Sustainability is gaining popularity but a long development process and lack of knowledge. Recovering waste takes time and innovation in reusable waste products is expensive.
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