When talking about architectural visualization in previous posts, we have focused on defining what career opportunitiesit offers and the main points of an excellent training in the subject.
This time we want to bring you the key points to be taken into account in architectural visualization for retail projects.
The Retail industry is currently going through a transformation process in which technology plays a key role. Plus, nowadays, the whole sales process revolves around the customer.
Looking few years back, it was all about highlighting the products features; now, on the other hand, the consumer expects to be granted with an appealing, unique and unforgettable personal experience, just for making the effort of moving to a physical store.
This new reality, also known as new retailo dynamic retail, implies that retailersengage with their customers through dynamism,customised assistanceand the wow effect. This applies, not only to the product placement and presentation, but also to the whole of the shopping floor environment.
It is therefore a must for designers, architects and architectural visualization specialists to know what are the main trends in retail, so that they can offer their customers a unique experience.
What are the main trends in retail?
Brick & mortar stores are still the consumers’ preferred purchase channel, according to a study carried out by Price WaterHouse Consultants in 2017, which was based on 24.000 interviews all over the world.
- Structural change: Brands and stores must be at the consumers’ service. The more we customise the point of sale and build the content around the customer, the better the results will be. The users’ lifestyleis what sets the trends in this sense.
- Concept and experience: The store is transformed according to the concept and experience the user gets. In other words, the store allows the customer to dive and experience the brand concept himself. What we know as the brand’s emotional engagementis present throughout the whole buying experience, no matter if it finalises successfully or not.
- New technologies: The use of new technologies has driven the stores to the next level, with a wide variety of opportunities to spread content and interact with the brand.
Therefore, the interior design of the point of sale must become a marketing element itself. Both architects and designers, as well as other specialists in architectural visualization must have this clear when presenting a project.
What elements must be taken into account for architectural visualization in retail projects?
The space must transmit the brand values and DNA. The must be able to respond to both the physical and digital side of the hybrid relationships (Omni channel) existing around every brand, concept or community.
So, the main elements to consider are:
- Brand consistency. A project’s architectural visualization should be able to communicate a message aligned with the brand values.
- Shopper experience. Architectural visualization should be able to build a purchasing experience that allows the brand managers to analyse the shopping experience flow from the moment the shopper goes into the store until he leaves. So, the managers would have enough information to adjust deviations and make decisions.
- Local regulations check. Architectural visualization should always keep the corresponding permissions, technical considerations and all safety regulations when proposing a space, product distribution and shoppers flow.
What’s you opinion on our check list of elements to be taken into account for architectural visualization within the retail industry? Any others you would add? If you are working on a project and require specialized advice in architectural visualization, do not hesitate to contact us!