Textilmitteilungen 01.2019

The Store as a Point of Experience – What successful spaces must achieve both today and tomorrow

Just as with the processes going on in the background, digitization changes customer behavior on the floor. But what about the floor of the store itself? Is retail already on the right path to attractive and sustainable store concepts that always offer sufficient incentives to customers? Leading architects, store designers and retail brand experts give their verdict so far. We asked five questions.

Presse Textilmitteilungen, Photos Dittel Architekten

Extract of the article: answers by Frank Dittel

1. Is brick-and-mortar business on the right track when it comes to designing the space?
There is no general answer to that question. I’ve observed a wide range of design concepts in retail stores. Some of them still align with a standard from ten years ago, while others reveal interesting innovations. In my opinion, there are still too few visible design concepts that cover the entire range of success factors that we have defined for a »Future-Proof« store. More can be done.

2. In your opinion, which aspect is yet to be sufficiently implemented?
As I see it, the majority of retail space is still looked at from a functional and profoundly cost-driven perspective. Instead, the focus should be on design; after all, good design inspires and triggers emotions. Exclusive, finely selected products are just as important as the service, and this should be an all-round feel-good experience that is individually tailored to the customer. If the store concept as a whole conveys a lifestyle that like-minded people can identify with, this can encourage a step inside. As the »consuming« ends up taking on a secondary role, interpersonal exchange is becoming more important. However, »flexibility« is the buzzword du jour: Today, concepts must be very dynamic and therefore modular and expandable in their design. The challenge is to create flexibility without drifting into an emotionless state. And as for the digital age: Of all the factors mentioned, it is currently the least convincing. Concepts that merge the offline and online world in a way that provides added value off the bat aren’t easy to find.

3. Is your own food service a must-have?
Basically, a food service can increase a store’s attractiveness if it fits precisely into the overall concept. If the food service is done well, it increases customers’ wellbeing and encourages them to stay longer. What’s important is that retail and gastronomy merge together seamlessly.

4. Is the completely analog store floor concept obsolete?
Definitely not. The mega »Digital Detox« trend alone promises to serve as a counter-model to digital sensory overload. Local, natural products will surely be available in stores for a long time to come without any hint of the digital age playing a role – in fact, this will be the attraction. However, in a broad sense, the saturation of digital solutions will noticeably increase and ensure efficiency. Whatever brings added value will rise to the top.

5. Is the »Digital age« theme being sensibly implemented in stores?
In terms of customer friendliness and the aesthetics of digital solutions, there is still a lot of room for improvement. Too often, digital solutions are installed at short notice and for their own sake, all to keep up with the hype of digitization. We notice that technology is often overstrained, not intuitive to use, or comes off as being technocratic. For us, customer-friendly service and a meaningful outlook are the top priorities. Digital solutions should therefore be smart helpers that enhance one’s comfort and experience.

Source: Textilmitteilungen
Author: Annette Gilles
Photos: © DITTEL ARCHITEKTEN GMBH

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