As the web and mobile continue to redefine the role of retail environments, an understanding of how the physical environment fits within an omni-channel strategy becomes paramount for brands in order to create experiences that resonate with the customer. The physical location has evolved into the store of the future, shifting its role from the point-of-sale platform, to a platform that builds one-on-one relationships and engages customers through unique experiences. Today’s environmental design needs to reflect this change.
Shikatani Lacroix provides a wide range of services that address these challenges, such as reinvention programs, store downsizing, prototype development and rollout management, creating complete environments that increase the engagement between the customer and the front-line staff, and drive greater sense of purpose for capital investments in physical spaces.
Our environmental design process consists of three core phases: exploration, validation and adaptation. We begin by determining the clear differentiation, and by discovering the relevant market touch-points for the target customer group. We always remain faithful to your brand and its core equities, exploring its inherent strengths in order to evolve them towards new opportunities.
Once we complete this step, we consider the whole picture of what the brand stands for, and what the total experience should strive to achieve. We identify the consumer need that is not being met, and define how the brand will deliver its point of difference, converting the brand position into a range of potential brand expressions.
We deliver a range of environmental design options that consider the layouts, materials and finishes, signage, digital application, merchandising, sales choreography and the transaction process.
Once our research with the brand’s stakeholders validates the design, we extend the final design to a prototype location to further validate the various elements as part of the ethnographic research. Following the exploration, validation and adaptation phases, the final execution consists of the development of a field guide and rollout management.