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Customer experience is crucial for attracting new buyers, retaining existing ones, and creating a positive image of our brand. If a customer has a positive experience in our establishment, they will have a favourable opinion, which they will share with their social circle, on their social media, etc.
Promoting a pleasant stay in your establishment is essential for your brand image. Even in these times when 40% of the current population uses social media, a good experience can translate into free advertising. It has always been said that word of mouth is the best advertising, and 71% of people give more credibility to the opinion of a family member or friend than to any opinion from a public figure, a media outlet, or others (study conducted by Edelman, “2018 Edelman Trust Barometer”). Negative customer service experiences have a greater negative impact, so you can see the importance of striving to ensure this does not happen. Therefore, it is very important to make the most of all available tools and create a unique customer experience.
Design is your main tool for creating a positive customer experience in the establishment. The goal of this design is not only to decorate a space to make it beautiful and useful but also to use it as a tool to attract and captivate the customer, differentiate yourself from the competition, enhance and position your image, and convey your values.
Currently, many companies are undergoing a digitalisation process, focusing on creating fewer physical stores but ensuring that the shopping experiences in the existing ones are exceptional and more personalised. The situation we are experiencing globally, caused by Covid-19, has made us realise that we cannot live without online sales, but also that we are social beings who enjoy going out to dine at a restaurant or go shopping to clear our minds.
Self-payment checkouts in Inditex stores
This is why brands like Zara, in their digitalisation process, will invest in creating new, larger, and higher-quality commercial spaces in the coming years to create a better and more meaningful customer experience in their stores. Online sales are impersonal and prevent companies from connecting with their audience as they would like. We are facing a new change where customer experience in commercial spaces will gain more importance. Because the goal is not just to sell but to create a bond.
“Commercial spaces will always be the best allies to create a bond with the customer.”
Getting into the subject, you should know about retail branding, which involves designing a commercial space by applying the brand’s identity. It helps to contribute and enrich the interaction, in a specific space, between the customer, brand, and products, and ensures that this space maximises its economic growth driven by customers and brand development.
It is about communicating through design. Retail branding mainly works on designing the purchasing process, product categorisation, application of the corporate image, access, and window dressing. By leveraging this corporate branding technique, you can improve the customer experience.
Branding applied in the I+ Seville Pharmacy
Nike Pop up Store creates a shoe box with displays.
Companies should also remember that behind an experience there is an emotion. People are driven by emotions and impulses. Design gives you the option to create emotions so that your customers feel identified with your message, connect, and create a bond with your business. For example, in the field of public relations, tools such as storytelling or storydoing are used to tell stories that make the customer identify with the values and create a bond. You should also tell that story in your store, starting from a previously studied concept, to create an unbreakable bond with your buyer.
Achieving or playing with the emotions of the public will make the customer experience unforgettable and distinctive. This will also help you retain your customers. If your designs are original, fun, motivating, or emotional, they will evoke feelings in your customers. The brand Nike has surprised its audience several times with interactive window displays, which evoke joy, fun, and a sense of importance in its customers, creating an unmatched customer experience.
By creating a good design strategy in your commercial space, you can get your customer to act as you wish. One way is to create an optimal internal layout ensuring that users see all the items you want them to see. This design option can be clearly seen in stores like Ikea or Flying Tiger Copenhagen, where there is a very marked internal route.
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