Designing Success: Unveiling the Secrets of Commercial Retail Interior Design

Success never happens by accident; it happens by design—and when it comes to retail, none of the factors that go into growing a business should be left to chance. 

The “recipe” of a successful commercial retail interior design contains several “secret ingredients”, each essential to the effectiveness of the whole. Fine-tuning even one of these secrets can have a transformative effect on business performance.

Simply changing the lighting from white to warm, for instance, or moving a product display from the middle to the store’s entrance, could prove to be a real game-changer for the store. This is because ingredients such as lighting and visual merchandising each have a crucial role to play in attracting customers to a retail space and persuading them to make a purchase.

Imagine the immensity of the impact of a fully developed, well-wrought commercial retail interior design with all of the finest secret ingredients. It could very well set the stage for some serious business growth.

Understanding the Brand Identity

Creating commercial interior retail design is much like introducing someone to an audience for the first time, with the goal of winning the approval of that audience. When that someone is one of several, there is the added objective of making that person stand out. 

Retail spaces are rarely put together without branding having first been firmly established by the business behind it, and that branding process often begins with developing a brand story. That story defines the brand’s unique characteristics and values, which are then expressed in the various components of the commercial interior retail design to create a cohesive brand experience.

In developing the brand story, the business does not focus on itself, but rather on its target market and that market’s problems. The story progresses with the way the business solves those problems, that “way” being specific to the business and described in a manner that embodies the business’ “personality”.

Having established this, a business can proceed to incorporate the elements of that personality into its retail store design.

Creating a Memorable First Impression

There is no overestimating the importance of a great and lasting first impression when it comes to introductions. This is simply because it makes a person want to know more and to keep learning about a new acquaintance. In commercial retail interior design, this is the equivalent of of designing a stand-out entrance and storefront.

While adding signage and displays may be among the first things that come to mind, the existing architectural elements of the entrance should not be overlooked, and may indeed be used creatively. These elements include awnings, bulkheads, doors, lighting and the all-important storefront windows.

The front step or stairs leading to or which are visible from the entrance is another area of interest that may be optimised in entrance design.

Other recommendations for creating a high-impact storefront include:

• Adding creative text in windows and doors apart from the store’s name or brand name
• Adding decorative lights such as string lights, spotlights, searchlights or strobe lights
• Adding plants, flowers, balloons or fibreglass statues
• Adding QR codes to share information about discounts or sales and other promotions
• Placing new or best selling products in the window
• Placing an actual or simulated welcome mat
• Placing creative signage including sandwich boards, arrows and human directionals
• Placing thematic elements such as holidays, seasons, product categories or events

Strategic Space Planning

After the target market has been attracted into the store, the commercial retail interior design must now guide them around the space. Starting with the entrance and the decompression zone, the goal of the store layout design must be to encourage visitors to explore the product offerings and ultimately walk out after making a purchase.

Exploring the product offerings takes time, which means slowing the target market down while they are in the store. That way, they spend more time looking around and picking out products to buy. One way to extend their shopping time is to place speed bumps throughout the layout, or “visual breathing spaces” that give them a chance to process what they have just browsed.

Another way to slow shoppers down and show them more of the store’s product range is to place bestselling items behind new or less popular products. This increases the chances of these products being seen by shoppers on their way to the bestsellers. 

Regardless of the size of the retail space, a careful balance must be achieved between displaying the product range to full effect and providing enough room for visitors to move around comfortably. This can be done by strategically placing shelves and displays as well as using directional signs to guide traffic flow. 

It is also recommended to have movable rather than fixed shelves and displays to make it easy to adjust the store layout as needed.

Lighting: Illuminating Success

Well-appointed lighting is indispensable to commercial retail interior design, for presenting the products in the best possible way and for enhancing the shopping experience. Lighting can make products look more attractive and valuable in the shoppers’ eyes and set the mood for visitors to the store that is aligned with the store’s branding and design concept.

This can be done by balancing artificial lighting sources with natural light which, while it is the best light for presenting products, fluctuates according to weather conditions and the time of day. 

Note that the higher the Colour Rendering Index or CRI of the lighting, the more accurately the shopper will be able to see the colour of the product. Also pay extra attention to shadows that may be cast when lighting products as this can emphasise textures.

Other recommendations for lighting products and the overall retail space include:

• Modulate ambient lighting to make sure it is not too bright and dulls product colours
• Limit colour temperatures to light the space evenly and avoid confusing customers
• Limit accent lighting, as having too many accents defeats the purpose
• Limit direct lighting to checkout and customer service areas
• Instal adjustable lighting fixtures such as track lights and spotlights to keep lighting flexible
• Adjust the lighting in changing rooms to be comfortable and more flattering

Creating Visual Impact through Materials and Finishes

Picture two pieces of a single article of clothing made from two different fabrics, say, a mulberry silk shirt with its exact duplicate in calico. Even if the shirt is in the same size and style, the difference in real and perceived value is immediately apparent. 

The same principle applies to materials and finishes used in commercial retail interior design, as they can say much about a brand and its products and services. Because of the influence they have over the purchasing decisions of visitors to a retail space, the materials and finishes must be chosen with the following considerations:

• Product type, as some products need extra protection and therefore sturdier materials
• Product value, as the quality of some products need to be highlighted
• Cleaning and maintenance, as some materials show fingerprints or dust more readily
• Durability and adaptability, as some materials may be used for long periods and multiple product types
• Aesthetics and branding, as some materials may be better aligned with certain products thematically as well as visually

The Art of Visual Merchandising

Anyone with something to sell appreciates the value of presenting a product to its best advantage. In commercial retail interior design, visual merchandising has evolved to become as close to an exact science as possible. 

Apart from using lighting and using the right materials and finishes to showcase products, visual merchandising involves choosing the best angle or position for individual items and grouping for product categories. 

One rule of thumb is to show the product in the position it is likely to be used in. Watches, for instance, form a circle when they are worn, and are often presented in the store that way rather than laid out flat. In terms of grouping for visual merchandising, watches are also often shown in-store with wallets, belts and sunglasses.

Other recommendations for optimising visual merchandising include:

• Using colour to attract shoppers and to highlight as well as group products together
• Varying the height of racks, stands or shelves to emphasise certain products
• Choosing one product to act as a focal point in product groupings
• Encouraging shoppers to pick up and examine the products by placing them within reach
• Showing social proof such as product reviews next to the products
• Including digital displays and interactive technology such as touchscreens alongside the products

Enhancing Customer Comfort and Engagement

A store visit should be an enjoyable experience, and making sure shoppers are comfortable and happy while interacting with the brand should be a prime objective of commercial retail interior design. While businesses do want shoppers to explore the product range and guide them along to checkout, the last thing they want is to make shoppers feel rushed or pressured.

Because the goal of retail space designers is to encourage store visitors to take their time and engage with the merchandise, designs should include customer seating areas and rest zones. These areas are especially vital in larger spaces or stores with multiple floors. 

Taking a break from walking and shopping can also mean in-store activities that are not directly related to making a purchase. Shoppers who are on their way to the shelves or to the checkout counter, for instance, might pause for a while to take in a video or a product demonstration. They might also use in-store technology such as a kiosk to get directions or product information.

Engaging customers during their time in the store also means engaging all of their senses on top of just sight and touch. Many retail spaces strategically use scent as well as music in their interiors, and offer samples for tasting where applicable.

Incorporating Sustainability and Eco-Friendly Practices

Creating comfortable, engaging spaces for customers with sustainability as a prime consideration has also become a priority for commercial retail interior design. Such spaces not only enable the business to reduce its global environmental impact, but also to encourage visitors to the retail space to do their share, as well. 

Choosing eco-friendly materials and finishes and installing energy efficient lighting and climate control systems are among the many sustainable design trends for retail spaces. Other such trends include:

• Flexible layouts with modular furniture that reduce the need to reconstruct or discard materials
• Recycling or reusing display components such as shelves, stands or seasonal decor
• Placing plants within the layout as natural air purifiers and sound absorbers
• Displaying reminders such as those for proper waste disposal as well as relevant information such as “Made from recycled materials”

While not directly related to interior design, stores can also encourage shoppers to bring their own reusable bags for purchases so as to use less paper bags. Stores may likewise consider offering a take-back service for products customers would otherwise throw away.

The Power of Detail: Fixtures and Displays

A simple table or shelf for showing products to shoppers has long since ceased to be enough in an increasingly competitive retail industry. Manufacturing fixtures and displays is an art in itself, as they have to be designed to enhance product presentation. 

With the growing popularity and necessity of adaptable display systems, it is highly recommended to maintain a degree of flexibility that will enable a store to reuse display elements such signage, mannequins and wall-mounts. The increasing ubiquity of technology is likewise making it easier for stores to provide interactive experiences as part of a display.

An example of such an experience is when a digitally native brand sets up a presence in a brick-and-mortar store, thus driving traffic to both brands. Other examples include product scans and immersive VR or AR that allow a visitor to the store to experience a product.

Digital or not, the three guiding principles for fixtures and displays are as follows:

• Tell a story. Every display, even a single product on a bare shelf, tells a story. It is up to the commercial retail interior designer to make the most of the display to enhance that narrative so as to compel a shopper to buy.
• Show the product in use or in a setting where it is likely to be used. A primary school backpack, for instance, might be displayed in a shop window made up to look like a classroom.
• Love at first sight. The display and/or its accompanying fixtures should be able to capture the target market as soon as they lay eyes on it. Test the overall impact of the display on a third party with fresh eyes or who is not privy to the design preparations.

Collaboration with Retail Professionals

Because the success of a store hinges on its commercial retail interior design, choosing the right commercial fitouts provider with experienced designers becomes an absolute must. It is also highly recommended to choose a provider that has worked with other brands in the same industry, as their team would be familiar with industry-specific requirements.

Working with these retail professionals is not a set-and-forget process where a business sends in a list of “What we want to see in our store” and comes to see the results afterwards. It is a collaborative partnership where a good design team is genuinely invested in the performance of the space, and the business is involved in the entire process from design to construction.

Nobody knows their branding and operations better than the business itself, and the design team’s extensive training and experience makes them experts in what goes into a high-performing retail space. A successful collaboration allows both the business and the designers to leverage each other’s expertise to create a space that the target market will love.

Case Studies: Successful Commercial Retail Interior Designs

Leading travel retailer, Heinemann is a case study that shows just how powerful collaboration can be when a business and a design team work together as true partners. Having had the privilege of working with Heinemann on several projects, Greater Group was able to anticipate the needs of each stage of the design process for an enjoyable overall project experience.

As another multi-category retailer, Sheridan orchestrated its 250-square metre space to allow shoppers to step right into their catalogue of luxury bed linen and homeware. By strategically organising traffic flow through each product category, Greater Group empowered shoppers to try different product combinations while giving them easy access to staff assistance.

Generous “breathing room” between categories prevents overwhelm, defines pathways and facilitates movement. Thoughtful touches include directional signs,  illustrations, and helpful information such as “Choose Your Perfect Sheet”. Lighting is kept consistent all throughout while plants liven up the space and make the overall effect feel more like home. 

Finally, as a case study for a different kind of retail, what sets the commercial retail interior design of the Bank of Melbourne apart is its refreshing approach to traditional branch banking. Greater Group’s creative use of the bank’s branding elements resulted in a dynamic and innovative design that inspires confidence and creates a comfortable and engaging atmosphere for customers.

The Real Secret Behind Successful Commercial Retail Interior Design

Individually, the secrets to a successful commercial retail interior design are no secret at all. 

Retailers across industries acknowledge the value of having a strong brand and incorporating that brand into their interior design along with all their assets. 

They know how crucial it is to make a great first impression, and that everything from the layout and lighting to the materials and finishes in the fixtures and displays of their visual merchandising affects the performance of their stores.

And while the secrets behind making customers comfortable and ways to drive sustainability at a retail space might not be as well known, they are common knowledge, nevertheless. 

The real secret behind a commercial retail interior design that succeeds in winning customer loyalty is the way a business adapts each of these secrets to its particular needs. No two retailers are exactly alike, no matter how saturated or competitive their vertical may be, and it is up to the retailer how to leverage their uniqueness in designing and building a successful space.

And because a retailer’s area of specialisation will most likely be within the industry it belongs to, the second real secret is to partner with an experienced design team who regard the retailer’s success as their own. 

Knowing these secrets is just the first step; applying them is the decisive step towards true retail success.

Greater Group is a multi-disciplinary global retail design agency. We have been creating award-winning retail spaces, customer experiences and workplaces since 1989, utilising our combined expertise to deliver high-impact, high-return design, fit-out and manufacturing solutions and provide clients with one point of contact throughout.

Contact us at contact@thegreatergroup.com to discuss how we can elevate your brand through innovative, future-proof retail design solutions.