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Design Basics

Retail is a highly competitive arena, especially for children's products. When you are designing a juvenile or baby shop, it is important to keep in mind that the environment plays a key role in your marketing and sales efforts. Consider the interior design of the store as your silent salesman putting people in the mood to buy.

Whether you hire an architect or do it yourself, remember that you can't be all things to all people. Find your niche and build on what you do best. First, identify and define your customer profile so you can target the audience with design elements that are important to them. For example, a large number of shoppers may be expectant mothers or grandmothers. If this is the case, keep the merchandise easy to see and reach, so your customer doesn't have to wade through a myriad of products. When appealing to a more upscale clientele, you might use more exotic / elegant materials such as leather or fine woods. Additionally GREEN products / building techniques now have a strong appeal to educated adults caring for children & our future environment. For mothers with children, it's necessary to have enough space between the fixtures for strollers and make it comfortable to shop.

Image is the key to a store's success and should be adapted to your customer's profile. Remember, that first impression counts. You only get one first chance to "wow" the customer and translate your message with proper visual props, graphics and merchandising displays.

Creating the right interior doesn't follow hard and fast rules. However, the layout design, product displays, image, colors, materials, lighting, etc. depend on such factors as the consumer, merchandise mix, size of store (physical constraints) and customer service. Often the shopper is new to purchasing this type of product, so make it easy and comfortable to buy in your store.

Simple ways to achieve this are:

• Avoid narrow or constricted traffic areas.
• Keep the space visually open.
• Properly light the space & displays to compliment the store's / product's philosophy
• Arrange the product in a visually striking way.
• Direct your customer to the merchandise, customer service area, cash wraps, etc. by creating interesting focal points and clear traffic patterns.
  

What Retailers Can Do Themselves to Improve the Store Interior
Here are some simple ideas that retailers can easily implement on their own:

• Keep the product fresh—don't buy in too much depth as to prevent a sell through.
• Clearly identify the merchandise by size, style, category, etc.
• Tag product properly for price visible signage and graphics.
• Provide service/assistance for first time shoppers.
• Keep small merchandise like hats, booties and gloves organized and neatly displayed. Layette items can be bagged, hooked or folded over hangers.
• Kid's stuff is considered "happy" and should evoke a joyful, fun mood with lighting that is not dim or too theatrical.
• Cleanliness is critical for a baby shop, so be sure everything is tidy.
• Mother's wants fresh smelling air that can be achieved through aromatic and adequate ventilation systems.
• Play soft baby music such as nursery rhymes that may remind mom of home
• In-store promotional events like exercise classes for new moms, nutrition, feeding and baby care will help to increase traffic.
  

Seek Professional Advice For Complex Projects
For an advanced retail design project that requires construction, renovation, or a new image, consider hiring an interior design firm that is well versed in the retail industry.

If you want to get personal attention and a fresh design approach, it's best to go with a small to medium sized firm. First, you will usually work directly with the principals ensuring more concern for the job and quicker turnaround. Keep in mind that designers who have created unique environments on lower budgets can certainly do even more on a more generous budget.

Design firms that have won awards and been published in magazines are a plus. This shows that they have been recognized for their work. The designers should be energetic and excited about the project. (Retail design is a lot of work – make sure they are prepared to tackle it).

Editiorial provided by Douglas Horst, President, Horst Design International (HDI), based in Cold Spring Harbor, NY, is an award-winning retail planning and design firm ranked among the top 30 in North America. The firm is credited with over 45 million square feet of successful store imaging for all types of merchandise.