Store Environment
C r e a t i n g C o m f o r t a b l e C o n c e p t s
We take a look at how retailers are using everything from sensory responses to calming queue management to encourage customers to feel comfortable in store.
It’s only when scratching under the surface that you begin to understand the plate- spinning that retailers are involved in to keep customers in store. There is a level of subliminal messaging going on that the average shopper is completely unaware of. Creating a perfect store environment involves a number of different aspects working together to form a perfect synergy that reflects the brand through subtle indicators.
Colour is a very important part of creating an environment for retailers. Customers will walk into a store and see that the colours
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used work together to create an attractive environment. For the retailer, however, it is much more than that. Colour psychology is extremely important in encouraging the right emotional response from shoppers. Red, for example, is a very passionate colour, and evokes a very physical response, whilst green evokes a sense of growth and vitality. Vibrancy and excitement can be evoked by the use of a combination of colours, and to create a calming store environment designers need to be careful that colours used don’t cause customers to feel anxious or impatient.
Orange is a colour that supposedly encourages conversation and appetite, which is why it is often used in restaurant and café colour pallets. In the retail environment, however, warm colours such as orange and red can encourage feelings of claustrophobia, and so may make customers waiting in a busy queue feel less likely to wait for their items. When considering these implications of the colour pallet, it’s no wonder retailers want these decisions deliberated over fully before a decision is made. A serious aspect of the retail environment is queue systems, which play a strong role in determining whether or not customers feel at ease. One company that understands the importance of spending time coordinating queue systems is Tensator. Kevin Hickson, Tensator’s General Manager, believes that
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