Ancillary Retail

MAY 2018

Ancillary Retail magazine is the retail industry’s resource for ancillary income markets. Ancillary Retail will provide relevant news, best strategies and practical tips to help developers and retailers grow and sustain successful businesses.

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Page 33 of 46

May 2018 | Ancillary Retail 29 some kind of rendering as part of their tenant submission requirements, this in lieu of what used to be an architect drawing.) Still, a truly resourceful designer could employ old-school methods to construct rudimentary models using a few dollars' worth of foam core, an X-Acto knife and some glue sticks. More importantly, a merchant should be famil- iar with these strategies in order to effectively supervise the design team. Window Displays The store window display is the first, and best, chance to secure a prospective customer's attention. The window should be thought of as a business card. If successful, it will answer the three W's: who, what and why. "Who" is the store's brand identity, "what" is the nature of the merchan- dise, and "why" is how it provides value to a prospective customer. When good design methods are used to create a window display, these parameters are communicated effec- tively to passersby. As with fixtures, copy-heavy signage must be kept to a minimum. Additional Considerations In the past, walls and floors were passive design elements capable of only incremental contributions to the store vi- sion. Today, designers have powerful tools that can turn flooring and walls into important parts of a store design. These range from video walls and digital light projectors to directed audio zones, to name a few. A discussion of good design would be remiss if it didn't remind anyone contemplating opening a new store to fa- miliarize themselves with their prospective landlord's most recent design and construction criteria. Even the most in- novative store concept must still conform to developer re- quirements. The idea of good design and its practice will always be very contextual, coupled directly to a merchant's goals — simple for some, complex for others. Still, the methods to achieve good design discussed here can, in part or parcel, be applied to almost any kind of retail store: RMU, kiosk, temporary inline or permanent. While retail methods and technology are constantly evolving, using a store vision as a framework for design will remain a constant and invaluable tool. Thomas Loeff is an engineer and inventor. He serves as vice president for Shopworks Inc., where his focus is on operations and technology. He holds a master's degree in physics and is the holder of a number of design and utility patents that have been used to develop products, now in worldwide distribution. DESIGN

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