A retail store may offer the best of products at the best bargains, but it is all fruitless if there are

no people walking through the door. Ever wonder if your store’s atmosphere could be working
against welcoming footfall into your store? To survive in the market, retailers need to make their
store visually attractive from the inside and welcoming from the outside.

Work from the outside

It is the first thing the customer sees before entering your store; the storefront. It makes good
sense to focus your creative energies on how the signage and storefront look like. The business
name should be clear and well defined. Its look should be refreshed and spruced up once in a
while; you obviously don’t want your customers to get the feel that your signage was made
sometime in the 90s when now it is almost 2010. Store signage should be clear and visible from
a distance. Trees around the store should not obscure the view, and therefore should be regularly
trimmed. The signage should be well-lit in the evenings and made to look clean and well-looked
after. Not only does this give you an edge over opposition, it represents the store’s inclination
towards welcoming its customers. Add-ons like store-related kiosks and stalls outside the store
also add value to the shopping experience and attract footfall. For example, outside a food outlet
ice cream kiosks are a good add-on. 

Store ambience
Make the store ambience inviting and comfortable. In most businesses, you want to keep your
customers around as long as possible. The longer they linger, the more they will usually spend.
In any case, you want the customer to enjoy coming to you. So make the store atmosphere
welcoming, attractive and friendly. Store owners should make an attempt to decorate and provide
a visually interesting space. Elaborate displays are not the answer to decoration. Appropriate
lighting, well painted walls, neatly stacked racks, attractive decor, friendly yet unobtrusive sales
people, soothing/peppy music (as the brand demands) are a few things the store owner can look
into in the hope of increasing footfalls. Researches have proven that 70 per cent of purchase
decisions are in-store decisions, and these are largely influenced by the placement of
merchandise, in-store signages, the décor so on and so forth. A retailer should not miss out on
such an opportunity just because of not putting time into having a good store layout. The store
signage should convey the retailer’s message loud and clear. It should be informative enough for
a customer. In-store signages should educate the consumer on what they are looking at and to
direct them at what they would want to locate inside a store. In an apparel store a customer is
often lost if the in-store signage for a trial room are not clearly located. Signages for ‘large’
‘medium’ and ‘small’ sizes should be placed next to the merchandise to facilitate the customer’s
search. 
 
The location
The location is also important for shopper traffic in a store. Depending upon the retailer’s
requirements he can have a store at high-street or at a mall. Having a store at a good location
where foot traffic can flow into the store can be just the thing that can improve sales. Also ensure
that the surroundings of the store area are welcoming. Littered area in front of the store gives a
bad impression. Instead of expecting customers to walk in, the retailer should go where they are;
at local events, near schools and malls. The business owners should go and invite people, either
for sales or promotional events. This drives clients into your store and deepens the physical
footprint of your retail store. 

There is never a second chance to make a first impression. Taking a cue from this, store owners
should realise that neglecting store environment, inside or outside can have serious implications
on the sales of the store. It does not take a genius to figure out that an emphasis on store
ambience, design and feel will ultimately influence the purchase decision of the customer.

Let's talk shop. Literally! As retail gets into a tailspin, the spotlight is slowly shifting from the
product to the space where all the action happens — the store! The shopping ambience has never
been so important as now, with retailers looking to designers and retail consultants to give their
stores a contemporary and consumer-friendly design.

Says Prathish Nair, Head (Marketing), RAMMS India, a retail solutions company, "Shoppers'
expectations are evolving and they are demanding better ambience to shop in. This is where
design comes in. Design, not just for the sake of it, but that done in a superior fashion."

It's all about consumer experience as the point of purchase is the `moment of truth' that
determines what and how much one buys. Says Janak Dave, Business Head, Arrow, "Shopping
has evolved from a transaction to a brand experience. Retail design and visual merchandising
play a crucial role in creating this difference. What the customer sees and experiences at the store
has a direct impact on a company's fortunes. Retail today has become a point of direct interaction
for the brand with the target audience." Thus retail experience is a large part of the brand. Says
Janani Subramanian, Business Head, Wrangler, "Brands are creating equity in the minds of the
consumer through retail space and therefore, retail design is an integral part of the brand
identity."

Better visual merchandising means better sales, say retailers. Says Charath Narasimhan, CEO,
Indian Terrain: "We clearly see the value of the better visual merchandising and window
displays in attracting consumers to our stores (especially in malls). Also, better display helps
sales as consumers get to experience the product in a better environment rather than just as stacks
of shirts or trousers."

Shombit Sengupta, Chief Strategist and Founder, Shining Emotional Surplus, says a retail shop
represents every business parameter: supply chain, procurement, replenishment, consumer,
footfall, conversion, retention and wallet share growth. "The more consumer-centric it becomes,
the more efficacious will the retail business be, and the profits generated. I am sure, after some
trials, the organised retailer will understand that sophisticated real estate and sophisticated supply
chain are not enough to run a sustainably profitable retail business; that consumer sensitivity is
the key for business success."

Retail companies are increasingly spending on both the environment and the fixtures and fittings;
stylish fittings, emphatic lighting and digital signage are all in - for an international appeal and
inviting feel. Cramped shop floors are giving way to large uncluttered spaces. According to
industry estimates, an average of Rs 25 lakh is being spent per store - but this is just a
conservative figure.

Although retail design is key to a brand, mindless store décor serves very little purpose. Dave
lists out a few pointers to keep in mind while designing a store. "Sections have to be designed
keeping the various categories in mind. Another important factor is the merchandise plan for the
store. It should be able to support and reflect the merchandise plan as it is the starting point for
any retail store design for the architect. The layout should be designed in a manner to regulate
the flow of traffic within the store. Front elevation is also a crucial factor while designing/
planning the store."

Brand value

The store also has to reflect the brand value and bring out the brand's essential characteristics.
Says Dave: "Store designs have to communicate brand values clearly. Arrow's store design has
always reflected not only the evolution of the brand but also the evolution of customer tastes and
preferences. It has always kept pace with the times, it is always contemporary. The challenge is
to reflect a brand's different aspects in the store design, yet appear cohesive from a brand
perspective."

Arrow spent about Rs 2 crore on what it claims to be its largest store in the world - at Bangalore
(4,000 sq feet).

Luggage retailer Samsonite's store interiors reflect its change in brand identity. Designed by a
French design house, these stores have an "international" look that reflect Samsonite's transition
from being a "black and grey boring brand" to a more colourful and youthful one. Says Ramesh
Tainwala, President, Samsonite West Asia: "We have done away with counters. There are lot of
sitting spaces in the middle. There are plenty of colours on the floor. There is a subtle feminine
touch to our stores. The stores are not crowded; there is plenty of room - suggesting that it is
okay to hang around and browse leisurely. All these will attract lot of consumers, especially the
youth and women."

Sheetal Choksy, Customer Care Associate and General Manager - Marketing & Communication,
Shoppers' Stop, explains the departmental store's design philosophy: "We are a fashion-forward
store and in all our design ideas, be it window display, promotions, store design, we have tried to
be different. We have shop-in shops, a space for each brand to give shoppers a better brand
experience.

"We have a combination of in-house and outsourced work (we get work done from a leading
design house in the UK). This is to maintain the international benchmark."

Wrangler had done up its most recent store based on the cowboy theme to reflect its brand
image. Huge LP records, mannequins styled in thematic merchandise and props like electric
guitars, drum, microphone and bike are used extensively to highlight the spirit of the urban
cowboy. Wrangler has also imported a metal bull for display. Retro-looking television and props
like a cowboy hat, floor cushions and Venetian blinds complete the look. Another interesting
feature is the POP wall — a mural with props like mannequin head, ropes, chains, three
dimensional denim jeans combined in an interesting way with plaster of Paris and white paint.
The wall has a raw and rugged look complementing the Wrangler denim style. There's also
another wall section covered with biking helmets. The company spent about Rs 1.5 crore on this
3,000 sq. ft store in Bangalore.

Design is not an area that relies on serendipity. It involves careful planning and thought process.
While most brands and retailers outsource work to design houses both local and international,
Kishore Biyani's Future Group has its own in-house design company, Idiom, that employs close
to 200 people who are constantly working on design ideas. Apart from designing products for
group companies, these designers also work on space design for Future Group's retail chains.

How does retail design in India compare with the rest of the world? Says Nair of RAMMS:
"Globally, the store design concept is changed once in 2-3 years. In India, most of them do it
once in five years. The store concept is changed once the market reaches a saturation level. For
example, in apparel store design, the industry has already achieved saturation point and they
have to necessarily change once in 2-3 years. But the diamonds market is yet to mature.

There are 14 brands under which diamonds are being marketed in India but there's not much
differentiation in either their store design or the brand concept. In departmental stores, it's still
the brand that has a bigger impact than the retail design. But internationally, stores have their
own unique identity, which draws customers inside. It will take about 3-4 years for India to reach
there."

 Creating ambiance in your small retail business is essential to not only satisfy your current
clients, but will increase traffic to your business. Apply your know-how by displaying items
throughout your shop that gravitate around the humans five senses.

 2

Catch your customers eyes by displaying shiny, crystal, glitzy, or sparkling items that you offer.
If you don't have products that meet this criteria, invest in a shiny beaded curtain to hang from
the ceiling. Dress up mannequins or outfits with metallic items. Wrap some Christmas white
lights around your windows. Lighting is so important, especially in retail. Purchase some table
lamps and feature them throughout your store. These are a few, simple ideas you can use to add
that sparkle to your shop!

 3
Make sure that your space is clean, dust-free, well-organized, and orderly. This will help your
clients to find your products. Odor is important in your shop. Purchase candles (check on fire
codes for your space) if you can. Invest in Glade Plug-Ins that are reusable and refillable. A fresh
bouquet of flowers on your counter will smell good. Walk around your retail space with Febreze
and spray the carpeting or around the products you offer for a fresh smell. In general, most
people enjoy scents like clean cotton or clean laundry, spring florals, or even yummy desserts.
Choose to invest in odors that tie in with the products you offer.

 4

Use your own know-how of your business to think of soothing sounds for your clients ears.
Invest in a rotating CD changer if you don't have one and hand select relaxing music. Spend a
little money and get a small or large fountain to put on your counter or display in your shop. The
sound of water falling is such a soothing sound to lots of different ears! My small retail business
always receives compliments on our choice of music. Check out Madeline Peyroux, Adele, or
Ladies that Sing the Blues.

 5

Display COZY items for your clients to touch and feel. Some soft fabrics include fur, chenille,
satin, and silk. If you don't offer these types of products, think outside the box. Display some of
your products on a fur throw or silk scarf. Put satin curtains up at the windows or fitting rooms.
All of these fabrics make clients want to touch and feel them.

 6
Satisfy your clients taste buds by setting out a candy dish and filling it with various candies.
Mints, chocolate kisses, and fruity flavors are wonderful to complete a transaction with.

 Install dimmers This is the easiest, least expensive, and most versatile means of controlling
the ambiance in your home. You can attain the brightest to dimmest illumination your light
fixtures can generate with just a turn of the dial. Best of all, they’re easy to install.

 2

Mount wall sconces to provide dramatic uplighting in areas where direct light is not necessary.
Foyers and hallways are excellent spots for sconces.

 3

Use soft 50-100-150 light bulb to control lighting in lamps equipped for them. These long-lasting
bulbs will emit soft light in all three of the variable settings. They provide the flexibility needed
in those areas where an assortment of activities takes place.

 4

Consider installing recessed lighting, especially if you are in the process of building or
remodeling. Each fixture can be directed independently to maximize your mood-creating
potential.

 5

Shop around to learn what is currently available in track lighting. These are available in a variety
of fixture styles, shapes, colors, and voltage tracks. They provide a contemporary look to any
area, and many are hand-bendable so each bulb can be directed toward its own focal point.

 6

Strategize the placements of floor lamps that create uplighting. Placing them in a large, open
space creates an intimate, relaxed feel to any conversation area.