Why Your Store Design Is Costing You Customers

In this episode of Innovate On Purpose, Matt Mueller and Dr. Elisa Servais delve into the critical role of store design in enhancing customer experience and driving sales. They discuss the outdated nature of many retail environments, the importance of bridging the gap between academic research and practical application in retail design, and the need for a cohesive omni-channel strategy. Dr. Servais emphasizes the significance of understanding customer behavior, the impact of community engagement, and the necessity of creating unique, memorable experiences in retail spaces. The conversation also touches on the challenges of designing for neurodivergent customers and the importance of identifying whether store design is costing retailers customers. The episode concludes with actionable insights for retailers looking to improve their store design and customer experience.

takeaways

• Store design significantly impacts customer experience and sales.
• There is a gap between academic research and retail practice.
• Retailers often focus on selling products rather than creating experiences.
• A cohesive brand identity is crucial for omni-channel success.
• Community engagement can enhance the retail experience.
• Quick wins in retail design can lead to immediate improvements.
• Understanding customer behavior is essential for effective design.
• Designing for neurodivergent customers requires thoughtful consideration.
• The unexpected factor can differentiate a retail experience.
• Retailers should regularly evaluate if their store design is costing them customers.

More about Elisa:
Elisa Servais (PhD) is Doctor of retail design. Her expertise spans 12+ years of practice in three cities known for their retail appeal (Brussels, Shanghai and London) and 6 years of academic research and teaching. This combination of field and academic experiences has provided her a unique vision of the discipline. Her current aim is to promote a more strategy-driven, holistic (omnichannel), collaborative and inclusive approach to retail design. Reach out to Elisa on LinkedIn - https://www.linkedin.com/in/elisa-servais-phd/

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