Managing Partner of Opus Design explains that, although technology is decisive in new projects, shopper habits must define the elements disposition in the point of sale
Store layout is no longer an only aesthetics element. Today’s reality is that the design of the point of sale is a strategical element to provide a pleasant experience to the new customer, who is demanding more and is aware of his or her own needs. This was the message delivered by Kátia Bello, Managing partner of Opus Design, a specialized company in retail strategic communication, during her participation in the APAS Show 2019 Management Congress.
One of the main changing agents in this new perspective is payment evolution. The rise of mediums such as self-checkout and payments using mobile devices, are transforming supermarket disposition in order to meet the demand from a customer that needs to save time. Until now, it will be common to find “hybrid” systems, with two models running simultaneously, but there are disruptive models already, such as Amazon 4 stars model, which takes the digital experience into the physical one.
In this Amazon case, what is interesting about this model is not only the product assortment composed of best-sellers or those recommended by the readers at the company’s website, but the logics behind its reposition and the ways of exhibiting it. “This can be verified by the high frequency of product exchanges. As publications that falls to three stars are removed from the store. Recommendations work just as the e-commerce. The very book distribution follows the digital model logics, instead of the traditional categorization of the physical store”, explains Kátia.
Contrary to the saying repeated in the last 20 years, the physical store will not disappear, but will move on to a new moment – it will become a space dedicated to the customer experience. Also, a solid investment in technology or a purely aesthetics design are not always needed. The executive mentions the example of a project by Opus to a certain store that was visited by an elderly population. What may have seemed simple to others’ eyes, made a huge difference to the customers of that point of sale.
They installed sofas so the customers could rest, talk and socialize. It allowed the exchange of recipes between the customers and helped leveraging the medium ticket “This attitude demonstrates how to place the shopper at the center of decisions can bring results. Thinking about the layout is putting the experience of those who will occupy that space. The store will not die. What needs to die is the old process of building it” states the managing partner of Opus Design.