N-BOXING
UETAIL
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Retailers move away from the box layout of neat aisles to a
curated, unique experience that offers a sense of discovery
I
f asked to imagine a typical retail store, most
of us would think of a rectangular box with
parallel rows or aisles of shelves stocked neatly
and uniformly with merchandise. This is still
the most common store format, since it
presents consumers with a wide, sometimes
The ability to
staggering array of products in a fairly
interact with the
easy-to-navigate layout.
While this layout still works well for commoditized
environment in
goods like office supplies and typical grocery packaged
fun and innovative
goods, consumers are longing for more. An engaging
ways can make
layout is crucial to apparel and luxury good stores, and
shoppers continue to seek a sense of play and discovery
a huge difference
in the physical space. They want to feel like they have
in how consumers
learned something useful. The ability to interact with the
environment in fun and innovative ways can make a huge
view a retailer.
difference in how consumers view a retailer.
‘‘
CURATED LANDSCAPES
Some retailers are going all out to create
an environment that allows consumers
to wander around as they discover
different product selections. By making
the layout less linear, consumers can
spend more time in store, looking at
different merchandise. To facilitate this,
some retailers are focusing much more
on serious curation: getting to know
their target customers and choosing enticing merchandise that
will reflect consumers’ tastes and lifestyles, as well as allowing
customers to personalize their selections. Some retailers have
designed their stores to feel more like a work of art than simply
a transactional space, which helps strengthen brand images
and connections.
The bottom line is that the traditional store layout is fine
for categories where price is a priority, or immediacy is vital.
However, most retailers who don’t differentiate their store
experience in some way are at a disadvantage. Consequently,
retailers should invest in retooling their layout, décor and
merchandising to make a real impression on consumers and to
make shopping in-store a more engaging experience.
”
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