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ePaper created 2012-04-27, 18:36:07 | version 1.23.1
DModern customers are mobile and they make comparisons. Focusing solely on the product is far too limited, too aggressive and too pre- dictable. So how can you win over customers who are becoming more and more indulged and sophisticated and fill them with enthusi- asm? You need to offer something unique to make your customers remem- ber you. In essence, you need to transform your shop into a brand, and turn your customers into devotees. Alongside verbal selling (well-trained staff), non-verbal selling techniques play a particu- larly decisive role these days and should no longer be neglected. Every person has three basic needs: stimulus (discovery, curiosity, spontaneity), balance (tradition, maintenance, security) and domi- nance (achievement, prestige, status). If these needs are stimulated correctly, they trigger a good gut feeling that prompts consumption. The key is in the way our emotions are played with and in the telling of an authentic and interesting story. Customers have to be emotionally engaged, with their curiosity awakened and a sense of identification created. This gives a product a subjective value and generates desirability. DESIGN FUNDAMENTALS: A. I. D. A. TTRACTION From outside on the street, the design of the façade and the entrance must make custo- mers want to stop – my shop must penetrate their consciousness. Customers must per- ceive me in a positive, attractive and engaging way. If cleverly used, light, scent, cleanli- ness, anti-reflective glass, window displays, images, A boards or pavement signs, carpets, plants and special service facilities can all play a part in this. retail design How a shop becomes a brand and a customer becomes a devotee ber you. In essence, you need to transform your shop into a brand, and turn your customers Bracelet with bow from Orsay A and engaging way. If cleverly used, light, scent, cleanli- Pinstriped shorts from ESPRIT Merchandising shop, Ludwig Maximilian University, Munich/Germany (Cube-shaped cut-outs in the façade provide tantalising glimpses into the shop) Design & implementation: Gruschwitz GmbH; photos: Anja Walther retail design EMOTIONAL 56 DES Annual Report 2011 THE CENTERS trends of retail design