Choosing store designs to attract customers

MANILA, Philippines - A store’s layout can become a blueprint for success.

And that success is a magical connection of many sensory elements that takes place within just a few seconds. It is what leads the customer to enter and soak into the experience of the store.

“Merchandise needs to be in an environment. And that environment, is an atmosphere, an experience around the product. You build this customer experience with design,” says British retail design consultant Terry Waterhouse.

Waterhouse is the director of Redgoodss Ltd., a Hong Kong based firm that offers a whole spectrum of solutions and services for retailers. The company tackles end-to-end brand imaging: from ‘big idea’ conceptualization, visual merchandizing to implementation. Redgoodss Ltd. focuses mainly on the Asia Pacific region.

He adds that design bridges brand vision and customers’ aspiration. “Retail is about aspiration. People want a better lifestyle and aspiration is represented by being at that place at that time. It is that moment  that’s important to the individual and the physical place, the store, becomes the fulcrum.”

A report published by Inspire Retail Solutions, Inc., effectively illustrates how much design affects customer experience. It states that it only takes two to three seconds for a shopper to make a decision to pass or go inside a store. “In that length of time, your storefront, displays and signage, as well as the individual’s personal associations and preconceptions are all evaluated and judged,” it reads.

According to Waterhouse, effective store design is built for and around its merchandise.

“Our mission is to make merchandise the hero, nothing else and nothing more. It’s not about the designer or the design company. We are tasked to create an image that will entice people to go inside the store, images that will stimulate the consumer to go in and spend money.”

Themed, “Shopping. More Fun in the Philippines – Taking customer experience to new heights,” this year’s NRCE will be held on Aug. 9 to 10 at the SMX Convention Center in Pasay City. Organized by the Philippine Retailers Association (PRA), NRCE is attended by over 700 retail owners, suppliers, CEOs, and top level executives.

Waterhouse echoes the optimism of this year’s NRCE. “I believe (that) the Philippines is one of the best kept secrets in Asia. The Philippines has a very good retail model.  Unlike in other places where you’re either luxury or mass market, here in the Philippines, the established emerging middle class and a growing middle class are all catered for.”

Tourism Secretary Ramon Jimenez will speak on the campaign ‘It’s More Fun in the Philippines” and its synergy with retail industry growth. Coca-Cola Bottlers Philippines Inc.’s President and CEO William Schultz will be the keynote speaker on the NRCE’s opening day. Coca-Cola, which celebrates its centennial year this year is among the well-loved brands in the Philippines. Coca-Cola’s participation in this year’s NRCE is expected to further elevate the “fun” aspect of the conference as the brand celebrates “100 Years of Happiness”.

The 21st NRCE is proudly presented by PLDT Alpha Enterprise, SM Department Store, Hewlett Packard, Robinsons Malls, Araneta Center, Ayala Malls, Meralco, Schutzen, ABS-CBN, Mobext, 105.5 FM Crossover, Entrepreneur, Travel Club and Sterling Paper. 

For registration inquiries please call PRA at 687-4180/4181 or email [email protected] or [email protected]. Additional information on the 21st NRCE is also available at www.nrceph.com.