Space Planning Concepts emphasises on the retail design concept in the process of marketing. Often the retail designer may only be brought into the picture at the stage where the total marketing strategy has already been established, and it is more a question of interpreting the strategy into a three dimensional built form. It is at this stage that feasibilities relating to the premises may also need to be conducted e.g. the size, shape, visibility, access etc.
It is also assumed that the retail concept has been researched in terms of demand and in terms of what the competitors are doing. It is a good idea to involve the retail designer (particularly one with a lot of retail experience and a marketing orientation) earlier on in the process, as this can give direction to the project.
Retail designers need to take responsibility for the success of the retail concept as much as the other professionals involved, and in a lot of instances may have had experience in similar concepts, where lessons learned can be passed on.
The identity is a particular area where the retail designer should be involved earlier on in the process as the identity also needs to be incorporated into the three dimensional environment of the retail concept. Often it may be found for instance that the identity may be difficult to translate into signs and positions of signs on and in buildings. Identity should always be consistent and follow through signs, stationery, packaging etc.
The retail designer should also incorporate the correct visual imagery to support the identity. This means the correct symbols and elements to reinforce the products appeal to the target audience.
Communication is the operative word in these circumstances, and is an ongoing process involving every item that interfaces between the retail business and it’s target market. It begins with the selling environment which silently communicates various aspects about its nature, purpose and product line, assisted by signage and merchandise fixtures where applicable. It continues of course into all other of the various elements such as people and management culture.
The bringing together by the retail designer of all the aspects pertaining to strategy, operational requirements, identity, circulation, wall configurations, lighting, shape, form, colour, materials/finishes, scale, proportion, etc results in the concept, which by definition is an idea or mental picture of a group or class of objects formed by combining all of their aspects.
In this regard the staff play a key role in utilizing the concept and they may require training and retraining in all aspects of the concept and the business.
Finally, the role of the designer is, therefore, also to that of manager, particularly management of the project in terms of time programmes, costs and quality assurance. The best way to control costs is to have a set of drawings, which can be handed to various shopfitters, suppliers, etc. in order to obtain comparative costs.