Leveraging Data for Effective Retail Design

Customer behaviors and advances in technology are changing rapidly, and retailers must work harmoniously with their design teams to use data-driven insights to curate adaptable spaces and foster immersive experiences. By understanding these shifts, designers can offer more flexible solutions to shape retail environments.

At Core States Group, we've been at the forefront of retail design innovation for 25 years. Our in-house, multidisciplinary team brings intricate knowledge and perspectives that challenge the status quo of the retail market.

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Data-Driven Design

Data serves as a modern design tool for retailers, offering a deep understanding of customer behavior by analyzing various datasets such as demographics, psychographics, foot traffic patterns, buying habits, and generational preferences. This information helps retailers identify key touchpoints and create brand experiences that align with their customers’ values and expectations. It also informs retail-focused designers about the brand’s vision and strategy, laying the groundwork for an efficient plan. Data can influence vital decisions ranging from store layout and customer flow to optimization of product placement, ensuring the design of each store is not only aesthetically pleasing but also effectively caters to the target audience and remains adaptable to changing customer trends.

Aligning Store Design with Omnichannel Strategies

“Despite a rise in omnichannel shopping, retailers know the importance of having a physical store alongside their online presence, as almost 70% of retail sales are digitally influenced. According to Forrester’s 2023 Retail Competition Tracker, in-store sales accounted for 78% of sales growth in 2022, a significant increase from 46% in 2019.” - CBRE


Since almost 70% of retail sales are digitally influenced, a key focus of retail design is to merge the physical and digital realms seamlessly. This entails leveraging the datasets to identify specific touchpoints that will deliver the preferred experiences for the target consumer. By mapping out these touchpoints, retailers and designers can collaborate to create immersive experiences that align with the brand’s values and resonate with customers.

The following should be considered for store design to align with omnichannel strategies:

  • Consistency

    The physical store should reflect the same branding and user experience as the online store. This includes in-store signage, product presentation, and more.

  • Technology Integration

    Integrating technology into physical stores is essential. Examples could include self-checkout kiosks, digital signage, and virtual reality experiences.

  • Flexibility

    The store's design should allow for changes as shopping habits evolve. This might include adaptable display areas, multi-purpose spaces for special events or pop-ups, and the ability to easily reconfigure store layouts.

  • Consumer Experience

    Identify key experiential opportunities within the online store and incorporate them into the store’s design as unique and immersive brand experiences. This can be achieved by integrating interactive displays, incorporating sensory elements, or introducing augmented reality features that engage customers on a deeper level and bring the brand values to life.

This approach to aligning store design with the brand’s omnichannel strategy embraces the digital transformation and recognizes that while customers desire the convenience of shopping online, they also appreciate the personal and tactile experiences that physical stores offer.

Core States Group is the go-to partner for brands looking to distinguish themselves. Our commitment to forward-thinking design has enabled our clients to navigate the changing consumer trends, ensuring they remain both relevant and competitive in such a dynamic market. Contact our Director of Retail, Shawn Bland, to find out more about how we create spaces that seamlessly blend physical and digital interactions.

 

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