A visit to the NRF Design Studio at the association's annual convention and expo in New York City reveals that many of retail's freshest design ideas are being inspired by the web, or more correctly, creating a store experience that's far richer than the web experience. According to presenting design firms, social interaction, entertainment, and convenience are some advantages stores should focus on in design to compete with a rapidly improving online shopping experience.
In some cases, suppliers will have to help. While apparel vendors have long been funding in-store shops at department stores, CPG manufacturers are increasingly helping create and fund store design as part of category management initiatives.
"What's really changing is the origin of the design," said John Wilkins, VP of retail strategy at Millerzell. His firm is working with 10 CPG clients.
Mike Pothast, director of new business development at Design Forum, likewise said his firm is doing a lot of analytic work around consumer insights with CPG suppliers. "We'll help them develop a concept for shelf sets, for example, and they'll present it to the retailer with the goal of driving sales across the overall category as well as their own brand," said Mr. Pothast.
But an overall design theme, according to Mr. Pothhast, is emphasizing convenience for both "time-starved" customers and as an advantage over the web. For instance, some stores are moving products such as milk and orange juice to cases in the front of the store from the back of the store.
Mr. Wilkins sees cleaner stores and increased shopper engagement, or "trying to get them to touch and try, get some interaction," as some bigger design trends.
In the same vein, Simon Graj, principal at Graj + Gustavsen, said the future of store design will be more and more focused on experiences, with product being secondary. Two examples of the future of store design are Apple Stores and Starbucks, which each combine social and entertainment aspects in a non-sales-like environment.
A major effort will be around family entertainment, both making the stores more exciting and shopping less of a chore. "With all these racks and things, right now we have to work too hard to spend our money in stores," says Mr. Graj.
A second factor driving design, according to Mr. Graj, is "good for you" products, whether healthy food or other like offerings. The third is contextual shopping, where profiling is key.
"Context is the content," said Graj. "The shopper has to walk into the store and find a profile that fits them. They need to say 'This is who I am,' and also envision what they dream they can be."
JGA is also helping stores and vendors create more "experiences," including pop-up stores and bigger events. On the other side, JGA reworked Brookstone's website to where consumers can simulate navigating an actual store down to the aisles and shelves.
"Instead of making the store replicate the web, you're having the web replicate the store," said Ken Hirsch, chairman at JGA.
Discussion Question: In what ways can store design become a true differentiator for brick & mortars versus the online shopping experience? On the other hand, do you think CPG manufacturers should be increasingly creating and funding store design?