Evolution of Retail Typology L11 | Evolution of Retail Typology And Elements of Retail Design
IR 2613: HISTORY OF INTERIOR DESIGN
Tutor: Amal Shah | Sem 3 | Monsoon 2020 Faculty of Design, CEPT University
Types of Retail Stores and their History Retail markets have existed since ancient times. Archaeological evidence for trade, probably involving barter systems, dates back more than 10,000 years. As civilizations grew, barter was replaced with retail trade involving coinage. Selling and buying are thought to have emerged in Asia Minor (modern Turkey) in around the 7th-millennium BCE. By the 17th century, permanent shops with more regular trading hours were beginning to supplant markets and fairs as the main retail outlet. Provincial shopkeepers were active in almost every English market town.
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Types of Retail Stores - History Mom and Pop Stores 18th century
In the 18th century, customers used to visit their nearby corner or neighborhood stores. Mom and pop stores – still around today are most likely run by a single family who has been running the store for years and is still functioning due to their popularity in nearby houses. Due to the lack of basic necessities like transport people use to prefer corner stores over in-store shopping. The biggest change came in when Frank Woolworths invented the display of products on shelves so that people can touch and feel them. This led to more involvement of customers in the shopping process. 3
Types of Retail Stores - History Department Stores
World’s first department store was Harding, Howell & Co in London. Opened in 1796, this Georgian shop was divided into four departments, offering furs and fans, haberdashery, jewellery and clocks, and millinery, or hats
The modern era of retailing is defined as the period from the industrial revolution to the 21st century. In major cities, the department store emerged in the mid- to late 19th century, and permanently reshaped shopping habits, and redefined concepts of service and luxury.Many of the early department stores were more than just a retail emporium; rather they were venues where shoppers could spend their leisure time and be entertained. 4
Evolution - Department Stores History With more successful and affluent Americans having broader tastes, department stores like Macy’s (1858), Bloomingdales (1861), and Sears (1886) began popping up in cities like New York City and Chicago. These institutions influencing:
became
fixtures
of
American
The following video shows the products, services and people in a 18th century department store… ( 1 min video)
life,
-what people bought, -how they furnished their homes, and -what luxuries they felt they needed. The stores didn’t just sell items. They also provided demonstrations, lectures, and entertainment events that appealed to newly wealthy customers looking for how best to use their disposable income. Today people are still looking for content and experiences as part of their shopping activities that can help influence what they buy. Currently, brands are finding success in building strong content- and experience-led commerce experiences.
https://www.youtube.com/watch?app=de sktop&v=yzR-5-LzMk8&ab_channel=Arro wVideo 5
Evolution - Department Stores 19th century
21st century Macy’s is the best example for having multiple departments like Clothing, footwear, accessories, bedding, furniture, jewelry, beauty, products and housewares
Basic characteristics of the department store; it was a public retail establishment offering a wide range of consumer goods in different departments.
Started with four basic departments now have expanded to multiple departments 6
Types of Retail Stores - History Shopping malls
One of the earliest examples was the Valley Fair Shopping Center in Appleton, Wisconsin, which opened in March 1955 which featured a number of modern features including central heating and cooling, a large outdoor parking area, semi-detached anchor stores, and restaurants.
More and more people started buying their own mode of transportation like two-wheelers and four-wheelers which led people to go to stores to buy products and this led to the appearance of more and more shopping malls. Malls started opening in the USA with a fully climate-controlled environment. Air conditioning inside malls got signiďŹ cant movement and retailers saw a great hike in sales of products. 7
Evolution - Shopping Malls History The concept of malls as central locations where customers can visit multiple merchants has been around since the agoras of Ancient Greece. However, our more modern concept of malls — as physically built shops connected in one location with communal facilities — began in the 20th century.
The following video explains a brief history of American shopping malls.. (4 min video)
The growth of these shopping centers was correlated with the growth of automobiles. With cars available to the masses, more people were leaving cities and commuting from the suburbs. The mall was envisioned as a cultural and social center where people could come together and not only do their shopping but also make an activity of it. By 1960, there were more than 4,500 malls accounting for 14% of all retail sales
https://www.youtube.com/watch?v=hcW cspY59HM&ab_channel=PBSNewsHour 8
Evolution - Shopping Malls 19th century
21st century For example, the West Edmonton Mall in Canada, has an amusement park with numerous rides and roller coaster, swimming pools and water park, ice skating, indoor shooting range hotels, spa, gym, and many more activities including shopping
Malls were often anchored by a large department store with a cluster of other stores around it.
Some shopping malls today has expanded into various activities around shopping, like food, music and entertainment. 9
Types of Retail Stores - History Supermarkets
The Piggly Wiggly store at Tennessee was the world’s ďŹ rst self-service supermarket. This retail model became hugely popular and many supermarkets followed suit to self-service in the ensuing years.
In the early days of retailing, products generally were fetched by an assistant from shelves behind the merchant's counter while customers waited in front of the counter and indicated the items they wanted. Most foods and merchandise did not come in individually wrapped consumer-sized packages, so an assistant had to measure out and wrap the precise amount desired by the consumer. This offered opportunities for social interaction: many regarded this style of shopping as "a social occasion" and would often "pause for conversations with the staff or other customers". 10
Evolution - Supermarkets History In the early days of retailing, all products had to be fetched by an assistant from shelves on one side of a counter while the customers stood on the other side and pointed to what they wanted. Also, many foods did not come in the individually wrapped consumer-size packages taken for granted today, so an assistant had to measure out the precise amount desired by the consumer. These practices were obviously labor-intensive and therefore quite expensive. The shopping process was slow, as the number of clerks employed in the store limited the number of customers who could be attended at one time.
The following video shows how a revolutionary idea of piggly wiggly supermarket, changed the methods of retailing‌ (1 min video)
The concept of a self-service grocery store was developed by Clarence Saunders and his Piggly Wiggly stores. His ďŹ rst store opened in Memphis, Tennessee in 1916. The general trend in retail since then has been to stack shelves at night and let the customers get their own goods and bring them to the front of the store to pay for them. Although there is a higher risk of shoplifting, the costs of appropriate security measures will be ideally outweighed by the economies of scale and reduced labor costs.
https://www.youtube.com/watch?v=nsd7 U1l-1vY&ab_channel=SouthernLiving 11
Types of Retail Stores - History Big Box Stores In the story of American retail, historians generally trace the birth of the big-box store back to 1962. That’s the year that three enduring names entered the retail landscape: Walmart, Target, and Kmart.
The rise of big shopping malls led to obvious fall in small stores and many stores had to file bankruptcy because of the same. The major reason being small retailers failed to cope up with the changing needs of customers in the evolving world of technology. Big box stores were created to compete. For example, both Wal-Mart and Home Depot started in the 1960’s – 1970’s, springing up as discounted, all-in-one convenient stores. 12
Evolution - Big Box stores History While people loved malls for the social aspect and enjoyment of window shopping and moving from store to store, there was also a renewed interest in a return to the one-stop-shop. However, unlike the mom and pop general stores of old, these large stores served bigger populations and provided items cheaply at a much bigger scale.
The following video explains the history and growth of Walmart from 1950… (9 min video)
In 1962 the first Walmart opened its doors in Rogers, Arkansas. Target and Kmart also opened their first stores that same year. The efficiency and overall size of these indoor giants made them attractive to consumers looking for convenience and friction-free, no frills service. Unlike the department stores of early in the century that provided personalized service and attended to customers’ needs, these large retailers were more focused on self service and providing efficiency. At these big box stores, customers could find the consumer goods they needed, and at much lower prices and paved the way for discount retailing.
https://www.youtube.com/watch?v=D5xK m8tf9Ks&ab_channel=TheDailyWoo 13
Evolution - Big Box stores 20th century
21st century Target also started as a small store (Dayton’s), and grew by acquiring other smaller stores, such as an electronics store and an appliance store. These stores became one-stop shopping stores, were shopping was more convenient for the customer with everything they wanted being under one roof.
Big box were started to serve bigger populations and provided items cheaply at a much bigger scale
These stores expanded and acquired more services, such as a bakery and a butcher shop, electronics and clothing 14
Types of Retail Stores Shopping Arcade
An arcade is a structure made by enclosing a series of arches and columns. An arched, covered passageway with shops or stalls on the sides is also called a shopping arcade and was a precursor to the shopping mall. It is a place where a number of shops are connected together under one roof.
Bazaar
Kiosks
A bazaar or souk, is a permanently enclosed market -place or street where goods and services are exchanged or sold. The term bazaar is sometimes also used to refer to the "network of merchants, bankers and craftsmen" who work in that area.
A retail kiosk (also referred to as a mall kiosk or retail merchandising unit, RMU) is a store operated out of a merchant-supplied kiosk of varying size and shapes, which is typically enclosed with the operator located in the center and customers approaching the vendor across a counter. Kiosks can be also be automated self service. 15
Types of Retail Stores Convenience Store
A convenience store is a small retail business that stocks a range of everyday items. It may be part of a gas/petrol station, so customers can purchase goods conveniently while ďŹ lling their vehicle with fuel. It may be located alongside a busy road, in an urban area, near a railway or railroad station, or at another transport hub.
Drive-through store
A drive-through is a type of take-out service provided by a business that allows customers to purchase products without leaving their cars. Orders are generally placed using a microphone and picked up in person at the window. These are found in the vast majority of American fast-food chains.
Hypermarket
A supermarket is often contrasted with a hypermarket, but there is a subtle difference between the two in the sense that a hypermarket is a very big self-service warehouse plus retail store which possesses the features of almost all types of retail outlets, i.e. supermarket, departmental store, discount store and speciality store. 16
Types of Retail Stores Speciality store
High street Store
Boutique
A specialty store is a shop/store that carries a deep assortment of brands, styles, or models within a relatively narrow category of goods. Furniture stores, orists, sporting goods stores, and bookstores are all specialty stores. Stores such as Athlete’s Foot are considered super-specialty stores
The term "High Street" is used to describe stores found on a typical high street to differentiate them from more specialised, exclusive and expensive outlets (often independent stores). High streets are more suitable for established retailers which have the power to draw customers in by virtue of their brand and name in the market.
Boutique is a small shop or a small specialty department within a larger store, especially one that sells fashionable clothes and accessories or a special selection of other merchandise, provides a limited range of (usually) very specialized goods or services, often at premium prices. 17
Facades, Display windows and Visual Merchandising Retail store owners rely on their initial impression to entice people to make their way into the store. Whether the impression conveys value, innovation, or luxury, there are a variety of ways to make customers alter their plans and stop in. In this process, Shopfront plays an important role. Along with the overall design language, the following elements make the shopfront:
Shop Name-Signage
Display windows, Space for Visual Merchandising Main Entrance touch point
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Evolution of Facades, Display windows and Visual Merchandising
This eighteenth-century shop front is the predecessor of the large shop window. The small leaded lights or Elizabethan times have been replaced by panes large enough to see through, but still giving little opportunity for the display of goods. The doors blend in the shape of windows in an attempt for a harmonious look
During the period of 1880-1914, there was more space dedicated to the signage as well as the shopfront started opening up. Now, the window display space was more although it was still restrictive.
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Evolution of Facades, Display windows and Visual Merchandising
By the end of the 1920s, two main types of shop front style had emerged. The ďŹ rst was a very minimalist, undecorated design constructed of sleek and shiny materials. The second was of a more traditional style using curved glass entrances, leaded glass to the clerestory and marble or tiled entrance oors.
During the early part of the 20th century the introduction of new materials like steel began to inuence the construction of shopfronts. Steel allowed even more possibilities than its 19th century predecessor, cast iron. There was more use of large span glazing and visual merchandising gained popularity during this time. 20
Evolution of Facades, Display windows and Visual Merchandising
The shop fronts of 21st century not only have extensive use of modern materials to take the form that conveys the brand but it also gives the customer insight of the store due to the large glazing span. Shop fronts are considerably larger than the actually business, with the business itself occupying only a small part of the building but the signage and the building itself suggesting a much bigger enterprise.
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Evolution of Facades, Display windows and Visual Merchandising Facade design as a key factor to convey the brand
Jewellery store
Premium brand store
Grocery products’ store
Store of a footwear brand
Casual clothing brand
Automobile brand 22
Evolution of Facades, Display windows and Visual Merchandising Shop front design is primarily inuenced by the context considering the target audience of that location, immediate context as per high street, mall stores and the typology of store.
Store in a mall
High street boutique store in Rome, Tokyo
Kiosk stores 23
Evolution of Window display
In the 18th century, people used to display their key products of the store on the table placed just outside the main entrance door of the store. Now, that small storefront table has morphed into display work that rivals some Hollywood set designs. Eventually with the departmental store, the concept of window display came where mannequins were styled to display products in clothing stores. Eventually there were more props added in the window display to give a context of the product and to also resonate with the store’s collection. Now, they are replaced by the Led Screen window displays which are more vibrant and eye-catching for the customers.
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Visual Merchandising
Visual merchandising is a marketing practice that uses oor plans, color, lighting, displays, technology, and other elements to attract customer attention. Its ultimate purpose is to use the retail space to generate more sales. The current revolution of using digital screens alongside physical products is a response to the latest challenge in visual merchandising. It not only highlights the product but also helps in efďŹ cient change of the theme. This gives the customers an overall context of the background, usage and forms of the product.
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Cash Counter One of the most important elements of the interior scheme and one of the hardest to design, is the cash desk. In some cases, the cash desk appears to be no more than a functional piece of furniture, whilst in others the cash desk is the main feature of the space, with branding and a statement wall behind. The starting point of designing the cash desk is in understanding exactly what that equipment is, what its function is and the size of each component. Also, the products will demand certain functions from the cash desk. In a clothing store for example, there needs to be space for discarding hangers and in a supermarket there will need to be a conveyor belt.
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Lighting in a Retail Store The retail environment is lit predominantly artificially. Natural daylight is evident through the facade but does not always reach into the depth of the store. Also, natural daylight changes throughout the day in terms of its direction and intensity and is affected by the seasons. Artificial lighting is not subject to these changing conditions and can be controlled. Lighting is used to entice the customer into the store and pinpoints the products on display. New lamp technology has given lighting energy-saving efficiency, with LEDs, new CDM-T lamps and fluorescent fittings now in widespread use. The brightness of artificial lighting is measured in Lux. The brighter the light source, the less energy efficient it becomes. 27
Lighting in a Retail Store
The light fixtures are generally planned parallel to the display fixture such that the product is focused. Retail spaces are known for using high levels of Lux, so in recent years research has been conducted to find out the range in which the human eye perceives differences in light levels. In doing this, retailers have lowered the Lux levels without affecting the overall brightness of the interior. For example, the window display, which used to be 1000 Lux, is the brightest element of the store. This has now changed to 750 Lux following these studies, thus decreasing its environmental impact.
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Light Fittings CDM (Ceramic Discharge Metal Halide): This light fitting is incredibly bright and is used in window displays and to wash walls filled with products. LED (Light Emitting Diode): Suitable for cabinet lighting and sometimes used as ambient floor lighting, this fitting has a very low heat emission and is energy efficient. The fitting is made up of a series of small bulbs that are very long lasting and can come in a variety of colours. Low-voltage Downlighters: Low-voltage fittings are used in recessed downlights. They are used either independently or as secondary lighting for products and can also be used to wash the interior with ambient light. 29
Light Fittings
Fluorescent Lights: These fittings are very versatile and come in a range of lengths between 300mm and 1500mm long. They can also be circular and come small enough to fit inside cabinets. They can be positioned behind ceiling rafts or wall pelmets, overlapping each other for an even glow of ambient light, or using in back-of-house areas as they are inexpensive and efficient.
Track Lights: This is often used when there is little or no ceiling void available to recess a light fitting. They are not the most attractive form of lighting, but are efficient in certain circumstances. They come in a range of contemporary styles.
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Light Fittings
Ambient Lights: These are a form of LED lights which can be customised based on form, size, shape. They don't solve the purpose of focus lights but add ambience value to the store. Mainly used as decorative lighting to enhance the customer experience.
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Different Lighting Techniques Lighting is a powerful form of a visual communication between the retailer and the consumer – and is the key to the overall success of the shopping experience. The different lighting techniques are:
General Lighting: There are several ways to deliver a general lighting scheme: Using a directional execution, you deliver light where it is needed, whether on the merchandise or on the display. With directional executions you may control the path and spill of light, providing more comfort due to a reduction in glare.
Accent Lighting: Accent lighting helps communicate store image by adding interest and emotional appeal to products and displays. By spotlighting featured products, lighting can emphasise the texture, shape, finish and colour or merchandise. It requires flexibility. Stores can benefit from track lighting and recessed adjustable luminaries to deliver a punch of narrow beam light. 32
Types of Accent Lighting • Key or hard accent lighting - Hard accent light is used to create shadows and determine contrast, focal point and approach. Special care is needed to avoid distracting reflections, especially in glass and signage • Fill lighting - Softer, wider distribution of light is angled to soften shadows were needed. • Highlighting - Wide accent is used to reveal shape and texture in products • Backlighting- Lighting from behind accentuates size and shape • Up lighting- Lighting from below creates unnatural, ghost like shadows and should be used selectively – where the most dramatic effect is needed, such as storefront window to displays or to create a transition between departments. 33
Services and ancillary spaces The retail space must include areas for customer service. For most, this will happen at the point of sale when goods are being purchased. But there will also be dedicated space at which customer/staff contact can mean a sale. These spaces consist of ďŹ tting rooms and staff/customer consultation areas. These are support areas, and although used for selling, they do not necessarily contain displayed stock.
Fitting Rooms
The design of these spaces is just as important as that of the main displays. Because they are used by the public they are carefully considered in order that they work alongside the branded interior in terms of ďŹ nish and graphics, and so that they convey a positive image of the customer service.
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Services and ancillary spaces Point of Sale
The point of sale marks the end of the journey around the store and is the point at which a customer will pay for goods. The location of the point of sale is very important. In larger stores, there will be access to till points in several locations, often relating to a department, one in menswear and one in womenswear, for example: In supermarkets, the till points are usually located in front of the exit doors. This allows for heavy trafďŹ c ow in a runway fashion and indicates the end of the overall process. In smaller stores, the till point or cash desk can be located in a number of places: at the back of the store, with a feature wall behind it so that it can be seen from the shopfront; halfway into the store along a side wall, dividing the product display; or at the front of the store, close to the entrance and marking the end of the shopping experience. 35
Services and ancillary spaces Back of house (Back end) The ‘back-of-house’ area is the part of the store that the customer never sees. As its name suggests, it is almost always positioned at the back of the store. This is so that it is located off the service area behind the shop unit for easy access for deliveries and removing packaging and other waste from site. There is often a door that leads directly to the service area from the back of the store so that deliveries aren’t taken through the main shop. This door can also act as a secondary fire escape from the building and it is important to make sure that the hallway from the store to the rear exit is wide and without obstacles.
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Services and ancillary spaces
Customer Toilets In department stores and supermarkets, the provision of customer toilet facilities is essential, especially if the store contains eating or refreshment facilities. Some treat these areas like back of house with basic fittings and finishes, whilst others choose to continue the branding into the toilets. The design and choice of cubicle partitions and sanitary ware, as well as floor and wall finishes, depend on their durability and easiness to clean as they are very well used.
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Advertising and Graphics - Evolution
Egyptians did the earliest known advertisement. They were the first to use ‘papyrus’ for advertising their goods and services. Then came the Romans. They used mosaics and artwork to promote their products. Then next, Athenians. They took advertising to a whole new level, by hiring criers to stroll the street. Athenians can be attributed as the inventors of advertising as what we know today. 38
Advertising and Graphics In-Store Advertising and Graphics- Seasonal Themes and Focal Points through Layout According to an in-store shopper engagement study that interviewed 3,000 mass merchant shoppers, consumers are swayed by in-store advertising. Consider that:
STORY, the narrative-driven retail concept shop, is bringing to life an editorial approach to retail. Opening with “color� as its inaugural theme, STORY at Macy’s invites customers across the country to explore and experience color through a rainbow of curated, giftable products and through a range of more than 300 fun color-inspired events
82% of consumer buying decisions are made in-store. 62% of shoppers make impulse purchases while shopping. And 16% of these impulse purchases are driven by in-store ads.
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Advertising and Graphics In-Store Advertising- Live Product Demonstration
In-store demonstrations are usually performed at large retail locations, such as supermarkets, department or discount stores, or in shopping malls. The products that are promoted at in-store demonstrations may be food and beverages, food preparation equipment, housekeeping products, personal care items, or occasionally other types of goods. The samples that are distributed may either be in readymade packets pre-assembled for the demonstration, or are prepared on site by the demonstrator.In-store demonstrations allow potential customers to touch or taste a product before they buy 40
Advertising and Graphics In-Store Advertising- Digital Signs, Shopping Carts, Interactive Screens, Shopping Carts
Static posters and signs are only somewhat engaging. try to use digital signage to share multimedia ads and messaging. You may also want to consider kicking your digital signage up a notch and make it interactive, allowing customers to select and control what content they view on the screen.
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Advertising and Graphics Outdoor Signage and Window Display
Static posters and signs are only somewhat engaging. try to use digital signage to share multimedia ads and messaging. You may also want to consider kicking your digital signage up a notch and make it interactive, allowing customers to select and control what content they view on the screen.
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Advertising and Graphics Billboards, Events and Targeted advertisement on Social Media
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From Brick-Mortar store to E-shopping
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E-shopping: Experience Model
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Hybrid Model: Brick and Mortar and Online
Amazon has been opening more physical Amazon Go convenience stores in the US - the latest is a full-size grocery store called Amazon Go Grocery. However, unlike other physical shops, it doesn't have any registers or checkouts. You simply walk in, pick out what you want and walk out. Amazon is calling this a "Just Walk Out" shopping experience. 46
Future of Retail Design Virtually Try On 3D Products A few brands are using AR to combat this challenge. For instance, Lacoste's LCST Lacoste AR app allows customers to virtually try on shoes -since its release, over 30,000 users have interacted with the products within the app.
Virtually Try On 3D Products Oftentimes, an in-store experience doesn't help customers visualize how products will ďŹ t and look in their homes. Example: Ikea
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Future of Retail Design Augmented fitting rooms Augmented reality can take the tedious part of changing multiple outfits or accessories out of the customers’ shopping experience. An augmented fitting room can give a person a tangible presentation of how a certain item (or several items in combination) will look on them. This way, a customer can easily decide whether they should skip the item or try it on in an actual fitting room.
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Future of Retail Design AR-assisted navigation and consulting An augmented reality app can play a role of a virtual assistant in a large shopping center. Instead of simply following a map blueprint, a visitor of any shopping mall can walk around with a mobile device in their hand and see set navigations, personalized suggestions or ads right on their screen. They can also trigger ‘search’ to ask the app to guide them to a certain store or product department.
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Future of Retail Design AR stores Apart from offering augmented product models in an online or a brick-and-mortar store, your business can opt in for an AR store campaign. In other words, you can encourage your clients to download your app and then notify them about the location of a temporary AR store where you will offer a range of popular items at reduced prices or limited items.
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