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ePaper created 2012-04-27, 18:36:07 | version 1.23.1
ESIRE Desire is the longing for more: once the cus- tomer has perceived (seen, touched, tasted or smelled) the product, and if the trigger is stimulated correctly, there is an explosion of hormones, followed by the “must-have” feeling. Within the retail area, you must support this “I want” feeling by providing anything that generates a feeling of wellbeing: seating, chill-out zones, music or multimedia facili- ties. Elements that work subconsciously but should not be underestimated in their effect on the sensation of wellbeing include humi- difying fountains and water features or, as a more expensive option, a “green wall”. NTEREST As soon as customers slow down, you have the opportunity to show them that you have something of interest to them. Design para- meters include lighting at the entrance and inside the shop, flooring, dirt trap- ping mats, a door that is heavy or easy to open, clear arran- gement or initial contact with the product (using a table or a stand), but also a cheerful wel- come by your staff. People have a natu- ral urge to move to the right, in an anti-clockwise direction, but tend to look to the left, so particular attention should be paid to creating an espe- cially attractive area on the left. Offers should be publicised in the “check-in zone”, but you should avoid too many written words, pla- cards or information – overloading quickly causes confusion. NTERESTI cards or information – overloading quickly causes confusion. Maritime cotton dress with drawstring from s.Oliver Red Bull Fan Shop, Walz-Siezenheim/Germany (A stadium-like atmosphere is created by means of special effects on the ceiling and floor, including a light installation with changing colours over the till area and steam coming from a drain in the floor) Design & implementation: Gruschwitz GmbH; photos: XL – Photodesign inside the shop, flooring, dirt trap- ping mats, a door that is heavy or easy to open, clear arran- gement or initial contact with the product (using a table or a stand), but also a cheerful wel- come by your staff. People have a natu- Coral blazer from C&A ESIRED DES Annual Report 2011 57