The Role of Interior Designing and Visual Merchandising in Retail Spaces

ZARA Stores Emphasizing on Experiential Design

ID: Image represents the Zara showroom interior design layout and circulation. It has products in the center and customers walking around them along long aisles.

VM: Image of Zara showroom showcasing complementary attires together to create a complete outfit. It focuses on arranging products in mannequins and interactive clothing displays. This attracts customers' interest as they get a complete outfit on a single counter.

Simply said, the principles of retail store design are to enhance functionality and spatial experience, while visual merchandising involves marketing strategies involving strategic visual displays to drive sales.

The Evolving Role of Visual Merchandising from the 1800s to 2023

Visual merchandising was always there. Traders display their products to attract customers. However, over the years, the concept evolved. Right now, it entails a much larger scope and higher benefits.

Pre-1800s

The highest forms of visual merchandising were signage boards with large typefaces and storefront displays of staked products on a table.

1800s

Industrialization allowed retail stores to introduce skylights, enclosed arcades, and huge display windows. It improved visual connectivity, higher footfall, and better customer experiences.

But, unfortunately, there were more window shoppers rather than actual customers. Most visitors only strolled outside and refrained from stepping inside store thresholds.

1900s

The store interiors became lavish and had extensive products as unorganized piles to claim their stocking capacity. In the late 90s flourished the mall and shopping center culture in India, which surged new consumer buying behavior.

The store interiors became lavish and had extensive products as unorganized piles to claim their stocking capacity. In the late 90s flourished the mall and shopping center culture in India, which surged new consumer buying behavior.

2000s

The retailers began exploring themed displays, scenes, or setups using pedestals, shelves, and mannequins. The display spaces became a promotional platform for offers, deals, stock collection, and sales.

2023

Retailers are embracing technological upgrades to engage visitors. Some popular trends include interactive video displays, endless aisles, mobile integration, virtual reality, artificial intelligence, and many more.

How do Interior Design and Visual Merchandising Impact Retail Business?

Despite appealing products, attractive deals, and inviting staff, retail design significantly impacts business outcomes. The role of retail interior design impacts businesses by positioning brands, engaging shoppers, and increasing sales.

IKEA Gaining Sales Through Spatial Experience

IKEA employs ID and VM to leverage its customer experience into sales.

ID aspect: The floor layout follows a fixed path design; thus compelling customers to view all the exhibits and increasing the chances of impulsive buying.

VM aspect: It showcases complete setups of products, props, and aesthetical items. The cohesive display of merchandise evokes a desirable lifestyle setup and improves the purchasing possibilities.

7 Ways Interior Design and Visual Merchandise Impact Retail Business

1. Attracts Traffic

Eye-catching visual merchandising can invite customers. Flaunt your best-selling and exclusive product to persuade customers into your stores. The more you attract, the higher the possibility of sales.

2. Customer Navigation

Store layout gives the luxury to control what your customers see and when they see them to persuade their buying interests. Placing discounted products in the front can attract customers, and positioning popular items, in the end, can help them keep going.

3. Engages Customers

Engaging visual merchandise and interior elements can slow your customers' journey inside your store. The longer the dwelling time, the better the chances of buying.

4. Showcase Products

Retail designs opt for real-life setups to intrigue customers to desire the products. Ideal showcase of products can invite the customers to interact with the products and influence their purchasing decision. Some examples include mannequins wearing complete outfits, interior setups with holistic themes, etc.

5. Brand Positioning



Retail interior design is vital in showcasing brand elements like logos, color, and visuals. And the resulting customer experience infuses brand credibility, authority, and reputation. For example, Nike showrooms have vibrant interiors, logos, and energetic music emphasizing its brand principles.

6. Boost Sales

Retail interior designs allow customers to engage with products and convert them into sales. VM provides a platform for marketing offers and deals. Seasonal makeovers like Christmas celebrations are ideal examples of strategies to infuse deals and offers to boost sales.

7. Retain Customer



The impactful design retains customers through experience. Let’s admit people enjoy Starbucks cafes more than just for their coffee. We appreciate the way it smells, feels, and looks inside. Similarly, poor experiences may discourage shoppers from re-visiting your stores.

5 Ways to Create an Effective Retail Interior Design

1. Identify the Suitable Spatial Layout

Floor layout decides customer navigation inside the store. Some layout options include loop, angular, grid, forced path, free-flowing, etc. Choose the design that suits your needs.

For instance, a fixed layout (IKEA) can compel your customer to view all your products, while grid layouts (departmental stores) can allow them to explore products as per their needs.



2. Gain Attention Through Focal Displays



Have a focal point inside the store to capture customer attention. The focal spot can be near high-traffic spaces as an effective spot to display new products. Customers love it!



3. Maintain Brand Narrative Through Design Sensibilities

Ensure the interior reflects the brand objective in all visual and sensory aspects. Use color, light, textures, patterns, music, and smell to enhance customer experience.

For instance, donut brands like Dunkin Donuts might use a warm, colorful palette with soft music. Whereas sports brands like Nike might use vibrant colors and energetic music.



4. Curate Intriguing Display Windows

Make the most of the front display windows. Use it to showcase your new arrivals, exclusive products, and attractive displays to entice customers.



For instance, Louis Vuitton showroom exteriors excel in positioning the brand’s luxury quotient. These showrooms' attractive outside displays are nothing less than that of art museums or hotels.



5. Attract Impulsive Buying Using Strategic Product Placements

Customers make impulsive purchases with certain products. Capture the best of it by strategically placing them along your customer’s circulation path.

For instance, the checkout stations have a final display of simple and inexpensive products. It is to urge customers to make small hasty purchases before they check out.

Career Scope and Opportunities for Interior Design Aspirants

With trending design techniques and knowledgeable clientele, the need for interior designers is escalating. As per sources, the interior design market is going to flourish in the upcoming years with an expected growth rate of 13%

To excel in interior design, you need both technical and creative skills. As an interior designer, you also explore other specializations like residential, corporate, healthcare, exhibition, etc. Its career scope also expands beyond spatial designing. You can specialize as a product designer, textile designer, journalist, or stylist.

To Wrap Things Up

In summary, interior design helps you enjoy the space and gains customer experience, while visual merchandising focuses on converting the experiences into sales. In other words, interior designing is a great strategy to join the retail business, but regular visual merchandising can help you stay and excel.

Interior Design FAQs

1. Who does a Visual Merchandiser work with?

Visual merchandisers often work closely with inventory managers, retail buyers, and suppliers. They might also have to coordinate with the marketing and design team to deploy selling strategies.



2. Is interior design a promising career for the future?

Yes. Interior designing has good potential for growth in the future. Interiorrior design is a good career choice if you like designing, planning, and problem-solving.



3. Can I do interior design without a degree?

Yes. It is possible to become an interior designer without a degree. The most critical aspects are knowledge and experience.



4. Do you need a math background in interior design?

Yes. Mathematics is an essential subject in interior design. The use of geometry and technical expertise requires maths knowledge.

About The Author

An Architect turned Writer, Saili has worked as an Architectural Writer, Marketer, & Curator. For the past 3 years, she has collaborated with multimedia publication houses, firms, studios, organisations, luxury brands, & educational instit ... utions; both national and international to communicate and market the AEC industry as an Architect in Marketing. She is a commentator on the design industry’s upkeep through her social handles while also being an avid reader and traveller

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