EQUIPMENT & DESIGN
Store Design
Shoppers' aversion to touching surfaces has retailers rethinking in-store processes, but the produce selection process remains a high-touch experience.
Melissa Gonzalez CEO/ Founder, The Lionesque Group, and Partner/Stakeholder, MG2 “Retailers should use clear signage, but don’t forget about brand voice — layer in soothing and comforting tones and elements with instruction copy. Have a queuing management system in place (for both curbside and in-store transactions), and leverage technology
to power touch-free interactions. “We will see stores adapt to a more technologically advanced consumer base. Stores will need to seamlessly be able to serve numerous customer journeys — one that is more transaction-based, where the store serves as a fulfillment channel, one where the in-store experience is more experience-based, and one that satisfies a unified commerce experience where a customer can easily transition from online and offline experiences. “The average front of house may decrease in square footage, while the average back of house will increase and logistical/operational planning will be even more important than it was before. The cash-wrap experience will evolve as checkout becomes more mobile and aspects like augmented reality will be more widely integrated.”
Jamie Cornelius Executive Creative Director, ChangeUp “I see two strategies moving forward: a stop-gap strategy to implement for the here and now, and one of innovating for the future. Looking at the long term, we will need to re-evaluate the moments along the customer journey and adapt to new consumer priorities, behaviors and expectations.
Joseph Nevin SVP, Development, Big Red Rooster (a JLL company)
“There are going to be dramatic changes — a result of overcompensating to accommodate immediate needs — that will overhaul current shopping environments and experiences. Some changes will be temporary as society eventually adjusts to the most effective and intuitive systems, but the need for catering to customers’ sense of safety and comfort will likely remain. Retailers must demonstrate and share their core values to empower both their shoppers and employees while appropriately addressing all touchpoints in the customer journey to ensure long-term future success. “Right now, it’s all about providing visual cues that reinforce retailers’ commitment to safe shopping environments. It’s not enough to tell shoppers what you’re doing — they need to see how the measures are actively being implemented in order to feel comfortable and develop a strong sense of loyalty. Editing assortments and lightening the sales floor to provide an open, intuitive space will be key in retailers’ expressing their editorial point of view across the store environment, products and experience to secure confidence and credibility with their customers.” 54
progressivegrocer.com