DESIGN The game changer

Retailer: How does design play an important role in retail? What are the basic fundamental differences between designing a big format store and small format store, similarly difference between designing a luxury store and premium brand store? 

Satish Patil (SP): At both the conscious and subconscious level, it’s accepted that the design of a physical retail space can have as much effect upon the consumer’s perceptions of a brand or retailer as the quality of the goods themselves. Research reports have indicated that by placing emphasis on design, in-store promotions and the shopping environment, retailers have not only succeeded to influence buyers to make impulse purchases but have also managed to witness a rise in retail sales.

In big format stores there are many layers of activities that one needs to cater to which includes right from product category mapping to providing consistent experience to customers. While in smaller format stores, the major challenge lies in creating variety out of the limited products or categories on offer so that the customers remain engaged. Thus dealing with smaller spaces is difficult if the product categories are many and varied as it requires careful layout planning and a thoughtful product planogram, vis-a-vis, the shoppers’ behaviour.

A luxury store is focused on high net worth customers and is more about the class, the category of target shoppers, their needs and behaviour. Such stores will have a wide range of products across varied categories, but all in the premium range. The ambience for such store utilises the typical category codes and experiences to which the shoppers can relate to, like personalised services, hospitality, high-end finishes, etc. On the contrary, premium brand stores are more about the specific brand or a product category and derive its design from the visual identity of the brand. Premium brand stores tend to create their own character and identity by creating a luxury experience, thus, complementing the brand and the products.

Retailer: What are the ideal spaces for branding in a store?

SP: In my opinion the exterior or the facade is the most important space for branding in a store. It is one of the most impactful spaces for branding and helps in enhancing and uplifting a brand’s image by creating a distinct identity that brands usually strive for. Façade branding plays a major role in attracting customer’s attention as well as it defines the look of a shopping mall or a retail store. The other is the location where the product interaction happens. Design thinking can help in making these brands more visible, prominent, and appealing.

Retailer: What is your take on balancing uniqueness with feasibility in design? Please explain with some examples. How are the customers’ demands taken into consideration besides aesthetics?

SP: Uniqueness and feasibility are commonly known to be inversely proportional. As the uniqueness increases – feasibility decreases. At Tata Elxsi, we believe that design is not just about usability and aesthetics, but we bring in the most important factor of engineering, materials and manufacturing knowledge and application. We believe that there is always a higher value associated with being unique backed by the ability to execute it efficiently. All efforts thus spent on getting things done are justified by going that extra mile for achieving the uniqueness.

For example, L’Oreal, one of the leading cosmetics brands, wanted to create an interactive platform at key retail outlets to engage with consumers in a more personal and active manner. The challenge, however, was to showcase the company’s range of beauty products within the limited space available at the malls.

Based on the stringent parameters, we developed a compact display studio in line with the brand identity and display space considerations. This was a turnkey project starting right from research, design to manufacturing support. We also designed a Compact Display Unit (CDU) for mass retail. The designs created a high brand recall for L’Oreal and helped it to further increase sales.

Our another project was for LG Electronics who wanted to launch LG Lifestyle & Service on Wheels – a premium display vehicle that would showcase its range of products in a luxury home environment. The bus had to be used for product demonstrations and interactive sessions with consumers. Drawing inspiration from modern studio apartments and subtle design motifs that were in line with LG’s brand identity, we worked to give the bus a simple yet elegant look. The entire bus was designed to showcase LG’s unmatched technology and offer a memorable experience to their consumers. Through this we helped the client take the products to the customers and extend the customer interaction beyond the conventional spaces.

We also partnered with a leading FMCG and pharmaceutical company to help them create a greater visibility of their iconic brand across the retail outlets and medical stores. An attractive display unit was designed by us, which helped the brand remain distinct amongst its competitors. Thus, as far as a customer demand for aesthetics is concerned, customers bring on to the table their extensive knowledge on working with retail environments, whether it is the utilisation of space, materials or aesthetics. Their requirements are generally captured in the project brief and during interactions with them at the research phase. This ensures all optimum development of design and implementation.

Retailer: How is software being used in designing nowadays? How has it helped in designs to advance further? Has it expedited designing process or it has enhanced the excellence of designing?

SP: Using software tools in design has definitely increased the efficiency and enables designers today to come up with advanced designs and make use of the complex technology. The 3D renderings and visualisations tools used helps in getting the concepts right before they are produced in real materials, thereby, saving time of multiple trials. Also the use of advanced CAD tools helps in executing complex forms as well as futuristic and intricate details and products. For instance, using technology and necessary software tools help us in building the required hardware and software solutions for retail environment for clients, ranging from digital signages, touch screen displays to augmented reality.

Retailer: When catering to a retailer what are the areas generally covered by Tata Elxsi?

SP: At Tata Elxsi, we provide end-to-end solutions to our customers and strive to add incremental value to the overall product experience for a customer. With diverse expertise, we have the capabilities to address all customer requirements across the retail value chain which include creating strategic conceptual stores, POS design services, store planning and roll out along with project management and deployment across stores. Currently, we are working for clients in the sectors like financial services, cosmetics, beauty, personal care and several other product companies to create exciting retail experiences.