It is no secret that in store design way guiding is of utmost importance. There is a whole science behind when and how customers make relevant decisions and what way they are taking through stores. The way customers navigate a store can not be left to coincidence even though all research and studies can never prescribe all the possible options a customer path can have. Because the goal is to get a customer interested, excited and emotionally connected to your brand to buy your product you have not yet won by bringing them into the store only. You must keep them interested all along the way.
As strategic planners for retail environments we follow a simple rule that has given us much success: we build a sequence of visual attractors throughout the store that pull the customer through the space. Visual stimulants are created to keep the interest up and raise the emotions when detected. They play with the ideas of discovery in the sense that the customer is seduced to come and see it from close up. They must be easily detectable, so ideally setup by themselves in high contrast. Lighting plays a big role in making them stand out from the crowd. When setup as multiples in sequence, it creates a controlled physical movement through space.
Here are a few examples of such attractors from a jewelry store for the french brand Mauboussin omni//form designed in Singapore, which we can use as an example for demonstration purposes:
Important is the first point of interest to engage the customer in the journey. If visible through the entrance door it can also create the most important customer movement: entering the store. In this example a big statement was created with a cascading chandelier (light and height support the concept of attention grabbing) over product displays to create interest from outside in and lead the customer on a discovery path. Before they know they are engaged into the choreographed experience through the store.
store design by omni//form, inc