What to expect when working with a Retail Designer for the first time.

Whether it’s your first time opening a retail location or you feel like a seasoned pro, working with a retail designer is an exciting process! It means that you are ready to take your retail space, profits, and brand to the next level. Suppose you have never had the opportunity to work with a retail experience designer. In that case, you might be wondering what the process is and why hiring a retail designer is necessary in the first place. You’ve come to the right place! This article will guide you through the entire process of collaborating with a retail designer, from start to finish, and answer some of the most commonly asked questions.

Is a Retail Designer different from an Interior Designer?

This is a question designers get asked a lot and the answer is yes! Retail Experience Designers specialize in crafting a holistic customer journey. Your designer will consider the physical layout, branding, customer interaction points, signage and graphics, plus all of the aesthetics an Interior Designer considers. Their approach encompasses a wider range of factors to optimize the entire customer experience. If you have ever worked with an Interior Designer before, you will recognize a similar process, but the focus will be on your brand, customers, and products.

When does a Retail Designer get involved?

There are many possibilities when it comes to working with a Retail Designer. Someone might engage with a retail designer before they have a traditional retail store because they need help creating designs for their trade show booths, pop-up stores, or retail displays when selling in wholesale. It is wise to seek the help of a designer at the early stages of your retail business if you want advice on what space to lease, you are considering relocating your shop, or are looking to give your store a fresh look. In essence, anyone who has a physical space to sell their products can benefit from working with a Retail Experience Designer.

Do I really need a Retail Designer?

Yes, you really do! A well-planned store means you attract more customers who want to visit and stay longer. People are finicky and small factors such as poor wayfinding or inconsistent branding can reduce their willingness to return. You need the expertise of a professional to navigate all of these nuances and ensure you get it right the first time around.

The Process of Working with a Retail Designer from Start to Finish

Now that you understand exactly what a Retail Experience Designer does and the importance of hiring one, it’s time to lay out what to expect during the process. Remember every designer will have different offers and packages, but these steps will be unanimous with little tweaks here and there.

The Initial Consultation

Once you find a designer that fits your needs and officially hire them, it’s time for the initial consultation. During this meeting, you will share your needs, wants, and all existing assets. You will be asked to share visualizations of your space including floorplans, elevations, videos, and photographs as well as inspiration photos. Inspiration images can include colors, Pinterest boards, moods, and other retail spaces. Expect the designer to take a holistic approach by asking questions that will help set you up for success in the long run. 

One of the wonderful things about working with a Retail Designer is they will always be thinking about growth, flexibility, ideas for future improvements, and phased approaches toward your long-term visions. Be ready to answer deep questions about your brand currently and where you see your company growing in the next 3, 5, 10, and even 20 years.

Space Planning

After your initial consultation, your Retail Designer will have all the information they need to create a space plan. From the visualization you provided, they will strategically layout your space with careful consideration of how your audience will experience it. Your designer will strategically consider the best places to add storytelling opportunities and how to weave in the community. This is unique to every retail space due to your customer habits, product line, and location.

Conceptual Designs

After getting the space planning approved, the next step is to focus on the aesthetics and strategy behind each design choice. This phase involves selecting design options, color palettes, materials, and more that are specific to your project requirements. The entire space will be visualized using 3D renders to ensure that all design choices and existing elements complement each other and that the designer and you share the same vision.

During this phase, you will work collaboratively with your designer, who will provide you with multiple design options, color palettes, and material palettes that align well with your brand story and overall strategy.

Once all design decisions have been approved it’s time for your designer to get to work creating your deliverables for your retail space!

Complete Design Deliverables

Depending on the scope of your project, you may have more (or less) deliverables. Below are the most common deliverables for a retail store design.

Space Planning Program & Visualizations

Your designer will create a complete store layout for you that is guided by your customer journey. You will receive a detailed floor plan that explains where product and signage will be placed as well as user movement patterns. In addition to floor plans, you will receive realistic 3D visualization to ensure everyone is working towards the same final product. You, your team, and any contractors you need to hire will be able to use these plans to execute your retail space with precision.

Design Details

The design details include everything your contractors need to build your space. The following list is an example of what may be included in a given project’s design details: a material palette, fixture layouts, detailed floor plans & elevations, demolition plans, lighting plans, finish plan, paint finish schedule, and shoppable hardware & finish schedule with links to purchase. 

Custom Graphics and Signage

Your designer will create all the graphics and signage for your retail space to create a cohesive story from the moment your customer sees the outside of your store to the second they leave your space. They will provide you with evergreen graphic displays that will stay relevant year-round as well as options for seasonal promotions. After all graphics have your stamp of approval, your designer will prepare all of your artwork for easy handoff to the printers for a seamless production process. 

Custom Fabrication Guides

If you want a truly unique environment or have a product that calls for a custom display, such as a footwear wall, your designer will help you create it through custom fabrication guides. This deliverable will come in the form of detailed drawings and documentation for your contractors, fabricators, and vendors. In the case of larger fabrications, your designer will work closely with your architect and coordinate any retrofits to the space. 

Detailed Timeline

Your designer will create a detailed timeline for the entire project based on priorities, order of operations, and your budget. You will know exactly when decisions need to be made, contractors need to be hired, and when everything is expected to be completed. 

Ongoing Support

Once you have received your deliverables, your designer will be available to address any questions contractors may have during the installation phase of your retail build so that everything is executed correctly. After your project is complete, your designer will provide ongoing needs as your brand grows and expands. They are available for simple refreshes like seasonal displays, new lighting fixtures, or fitting room updates so that you always have someone in your corner who knows your brand and how to present it to your customers. 

Next Steps for Business Owners

Now that you understand what a retail experience design does, why you need one, and the entire process, it’s time to find the perfect designer for you and your brand. At Feels on Brand we especially love working with women-owned emerging businesses that are purpose-driven, environmentally-minded, inclusive, and inspire their community to spend time outdoors. We’re also stoked to work with anyone striving to create an unforgettable retail experience while doing some good for the world.  Our offerings range from full-service retail design for retailers with or wanting to open a physical location to branded experience for companies looking to elevate their branded experiences in retail, wholesale, tradeshows, and more.