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74 Future of Retail


issue 01


How consumer behaviour trends


are impacting retail store design.


With the ever growing emotional and interpersonal isolation brought by the exponential growth of the technology, consumers are increasingly longing for meaningful experiences and relationships. What does that have to do with retail and store design?


By


Kate Nightingale Retail and consumer psychologist, founder of consumer behaviour consultancy Style Psychology, and lecturer at London College of Fashion


actually perceives brands via its anthropomorphised forms assigning them personality characteristics, accepted ways of behaviour as well as forming certain relationships with them. Those relationships are very resembling of human


A


relationships and therefore people expect similarly deep and meaningful interactions with brands as with other people. Such interactions need to happen consistently across time and channels. However, physical experiences always have higher potential for creating emotional engagement and memorability.


s social animals unable to survive in physical and psychological isolation, people have a natural tendency to create relationships with anyone and anything, including brands. Human brain


This is driven by the availability of all the sensory


brand representations which create a more holistic and therefore more immersive consumer-brand interaction. Let’s compare it to the interpersonal relations. Do you prefer to text with your partner or meet them in person? What is more enjoyable, engaging and memorable? I believe we will agree on the answers here. The limited sensory representations available online


created a hunger for real, surprising, immersive and therefore meaningful experiences. This is why we see a growing preference for retail stores which allow customers to escape into the brands world, step back from their daily lives, and connect with the brand on that deep, meaningful level. You can read about some of these consumer behaviour trends and their influence on retail design in our Sensory Retail Design Report.


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