Q&A about strategic design and in-store consumer behaviour

STUDIO 9’s Marketer, Amalie Langballe, sat down with Kenneth Sørensen, Division Manager for Retail, and Jonas Danielsen, Creative Concept Manager, to have a talk about the psychological elements that guide behaviour in a retail space, how to strengthen a brand experience, and what design features move sales.

Q - Amalie: What are the key factors to consider when designing a retail environment to enhance customer experience and drive sales?

A - Kenneth: It always starts with an in-depth dialogue with the client and an analysis of their brand and customers to fully understand who they are and what they need. We aim to be their trusted advisors by not only providing what they ask for but also by inspiring and by challenging their present state. However, the clients’ core DNA should remain dominant when designing new brand experiences.

A - Jonas: Next, we dive into the function of the retail environment – what it should offer the customers on parameters such as inspiring displays, practical storage, personal service, the possibility to touch and feel the products, and their journey through the store. This is all considered in the space management design we create, and all parameters are completely individual for every client. When this is in place, we work with the look and feel of materials, which establishes the in-store vibe.

Q - Amalie: Could you explain the importance of incorporating consumer behaviour and psychology into the design of a retail space? What do you consider, and how do you guide the brands in making their choices?

A - Kenneth: It all depends on the individual client and their brand concept. However, there are some common behaviours that are worth considering for all retail stores. An example could be that customers tend to turn right when entering a store and are often repelled from the cash register – therefore, it would generally be ineffective to have the checkout placed to the right in the front part of the store. Instead, there should be an impact zone with seasonal items and elements that draw attention. We know that the biggest turnover comes from these zones in front of the store.

A - Jonas: We also know that people attract people. Nothing is less appealing than an empty restaurant; the same goes for retail stores. There are more ways to go about this. It could be to incorporate a stop-up effect in the centre of the store to generate a line or bundle of people that is visual from outside – not to make it inconvenient for the customers to shop, but to make them curious. That is always our goal – to spark curiosity among shoppers and guide them through the store.

Q - Amalie: How do you create a sense of engagement and interactivity within the retail space to encourage customer interaction and exploration?

A - Kenneth: Guided by our knowledge about the client and their brand, we consider how the average interaction between the customer and the salesperson plays out. Depending on the level of personal service provided and how we design the customer’s journey in the store, we advise a certain number of visual touch points and elements that communicate messages to the customer. There should be some eye-catching elements and centrepieces that affect their next step.

Q - Amalie: What is the role of sustainability and environmental considerations in contemporary retail design today, and how do they factor into your design process?

A - Jonas: When we draw and develop products, we never fully ‘let them go’ upon delivery. To keep inspiring customers again and again, the elements must constantly be adaptable to changes. We are dedicated to our 12 core design principles, including that we design for longevity and consider multifunctionality or disassembly so that all elements are as versatile as possible. Also, we have a widespread material library and extensive knowledge about the impact of each material and treatment. This way, we can guide our clients in their choices and ensure full transparency.

Q - Amalie: How do you ensure that STUDIO 9 is a trusted advisor in the design process and beyond?

A - Kenneth: We put all our effort and expertise into developing a customised solution for each client. From an in-depth understanding of their identity to continuous improvement of their in-store concept, we provide a solution that meets the ever-changing demands of the retail world. We are present as the trusted advisor for every decision. Whether our clients need the full palette of our competencies and services or simply elements of it, we are eager to help. We strive to make the process as convenient as possible by providing the design, compliance, sourcing and production – and everything in between.

A - Jonas: As we collaborate with brands in fashion, jewellery, and lifestyle, we are not just tapping into the knowledge and common patterns of these different industries. We are also using the insights we have across these industries to come up with new ideas. In some industries, things simply move more slowly, and it is easy to get stuck in repeating the same patterns. But in others, it is like a whirlwind of innovation. So, we are taking all that and helping brands make their stores truly stand out.

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