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Consumer buying habits and needs have changed more in the last 10 years than in the previous 50. Brands have been forced to evolve to adapt to this new situation, and one of the most important elements to consider is the point of sale. After all, it is our calling card; a well-designed store can determine our success.
Today, customers can gather market information in seconds and have thousands of options at their disposal. Therefore, the most important thing now is not what you sell, but how you sell it, which is why designing a shopping experience has become essential. Contrary to what many predicted when online sales began, points of sale have not only survived but have also transformed and strengthened.
Various studies show that at least 70% of purchasing decisions are made at the point of sale. In short, designing a point of sale with outstanding presence and visibility has become an essential and decisive action for any brand.
When we talk about focusing on designing a customer experience, we aim to convey the values and image of the brand, so the customer has a great experience, remembers our brand, and we become their top of mind.
Focusing on the design of your point of sale not only improves your aesthetic image but also benefits you strategically. An attractive and modern point of sale design enhances your brand image, increases customer trust in the brand, and can boost your profits. The design of both the aesthetic and strategic parts must go hand in hand to make the most of every element.
The most important benefits of creating a well-designed point of sale are:
The Spanish brand Bimba y Lola recently changed its style to appeal to its desired audience, the youth. Following this change, the brand’s aesthetic transformed significantly, now featuring a very modern and attractive style for new generations.
They ensured their points of sale reflected this change, giving them a strong presence. Their POS perfectly conveys the brand’s new and striking image. This was achieved with a point of sale design strategy; the use of textures, colours, original materials, and unique furniture makes their new store spaces incredible places where customers can get to know and fall in love with the brand.
They have certainly created spaces that invite customers to stay and explore the brand, thanks to the design, furniture, and decoration.
Implementing technology is crucial in POS design; adapting decoration and furniture to the technological needs of your commercial space is essential. A great example of this is one of Inditex’s latest projects, the new Lefties Digital Store Montera Madrid.
This newly inaugurated space clearly intends to incorporate new technologies into this Digital Store concept. This flagship store will be the largest Lefties store in the world and will feature numerous technological innovations, including smart fitting rooms and an Easy Pay system.
Screens located in the store will allow customers to browse collections and provide information.
There will also be experiences like customising garments, a café, and arcade machines.
Furniture provides the opportunity to integrate the most digital aspects of our design with the rest, creating an unparalleled result.
You’ve probably heard of strategic design, which involves solving problems and creating experiences with purpose, meaning there is a strategy behind it. This is the type of design you should apply to your point of sale since POS design significantly influences product purchase and the customer’s image of our brand.
A well-designed point of sale guarantees customer capture. It is a powerful tool through which we can convey values, feelings, sensations… making the customer experience certain emotions at specific times or perform specific actions at exact moments, predicting what they will do, feel, or think.
We can make the customer feel happy, optimistic, relaxed, excited… all through colours, shapes, materials, scents, sounds, textures…
The design of luxury brand Loewe’s points of sale is a great example of how to convey through all these elements, creating a calm and sophisticated atmosphere with unmatched elegance.
Without a doubt, they effectively communicate their brand image and values. They elevate the shopping experience, which is a crucial and differentiating factor in the luxury fashion sector compared to competitors.
As you can see, the design of your point of sale matters greatly. But let’s take it a step further: how does this really influence the customer experience? What specific benefits can we achieve?
As mentioned earlier, we can make the customer “act” as we want, and this is not magic, it’s strategy. When you study your audience, you can know so much about their tastes and behaviours, which is essential for your strategic design to work and create personalised customer experiences that will be very effective.
For example, we can ensure a customer spends hours in our store trying our products, or conversely, make them buy quickly and spend little time at our point of sale.
Many brands, such as Inditex, use more lively music at higher volumes during peak customer hours to make customers more active and shop more quickly. On the other hand, if you go to a luxury goods store, the atmosphere encourages you to spend hours in the store, trying each product.
Every detail comes into play here, from colours, textures, and materials to the creation of interactive or rest spaces, ease of trying products, lighting, sound…
POS design is no longer optional; it is a necessary action for any brand that wants to position itself as top of mind for its consumers. With this tool, you will have the ability to create striking experiences that leave a lasting impression.
Take note, get inspired, and start creating interior design campaigns. Remember, it is a very valuable sales tool!!!
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