英国零售商店设计

Abstract

What should retailers do to ensure that people buy from them and not from a competitor? How should bricks and mortar retailers respond to the intensifying challenges from online sellers? What role can store design play in ensuring that a retailer is high in the pecking order?

This report addresses several themes, looking at the role of good store design in helping retailers build sustainable, profitable businesses.

Table of Contents

• Issues in the Market
• Definitions
• Abbreviations
• Market in Brief
• Plenty of store design activity
• Shopfit expenditure -- growth has slowed
• Shopfit costs vary considerably
• Adding value
• Upwardly mobile designs
• Doing things better and doing better things
• Avoiding ' clone Britain'
• Consumer confidence, win-win for designers
• Consumer spending and retail sales
• How consumers shop
• Age and gender divide
• Older consumers favour supermarkets that sell mainly food
• Grocery shopping can be a chore
  • Figure 1: Food shopper types, March 2007
• Clothes shoppers want a quick experience
  • Figure 2: Clothing shopper types, March 2007
• Key themes emerging in store design
  • Figure 3: key design themes within retail stores
• Future for store design
• Industry Insight
• Key Points
• Intense competition among designers
• Fragmentation among designers
• Retailer attitudes to design process
• Are retailers dumbing down?
• More shopfitting sourced abroad
• Are retailers still using design agencies?
• Demands on design
• The pace of change is increasing
• Shopfitting is just part of the equation
• Emerging design themes
• ...flexibility
• ...white box is still thriving
• ...large space stores tend to stick to the white box
• ...hot spots enhance mood
• ... where colour is more prominent
• Designing the ambience
• ...mixing finishes
• Use of technology at the point-of-sale
• How the Internet is affecting attitudes to store design
• Internet has become quite personal
• Changing expectations of time
• Retailers encourage lingering
• Pampering in retailing
• Retailers need to build desire
• Being seen to be green
• The ' prove it' trend
• Meaningful missions
• Value retailers putting on the style
• Design essential to add value
• Designing for the local catchment
• Risk-averse retailers looking similar
• Is solution retailing growing?
• The key lies in empathy
• Store design businesses will do more work abroad
• More competition will arrive from abroad
• Flagship outlets often have a different agenda
• Designing the changing room
• Men are from Mars...
• Creating distractions
• Shopping centre design
• Outlook for store design
• Internal Market Environment
• Key Points:
• Elements of store design
• Hard design
• Flooring -- a costly element in the shopfit
• Flooring must stand up to wear and tear
• Mixed floor surfaces a common theme
• Innovations in flooring materials
• Key themes:
• Screens at the point-of-sale lower costs
• Other hard design features
• Permanent and semi-permanent displays and features
• Props and displays -- inspiration and hot spots
• Non permanent point of purchase -- more joined up thinking
• Point of purchase materials -- encouraging impulse
• Estimates of the scale of the point of purchase market
• Atmospherics -- can be zoned
• The wrong music is a lot worse than silence
• ... music should be appropriate
• ... digital improves delivery
• ... central control ensures standards
• Suppliers of music
• Lighting -- trend to raise lighting levels
• Aroma -- emerging use of scents
• Multimedia explosion
• In-store advertising
• Broader Market Environment
• Key Points:
• The economy
• PDI and consumer expenditure
  • Figure 4: PDI and consumer expenditure, at current and constant 2002 prices, 2002-12
• Employment
  • Figure 5: UK workforce and employment, 2002-2012
• Inflation and interest rates
  • Figure 6: UK inflation rates, all goods UK, 2002-12
• Fast growth in number of UK households
  • Figure 7: Number of UK households, by size of household, 2002, 2007 and 2012
• Age of population
  • Figure 8: Population by age group, 2002, 2007 and 2012
• Property and planning issues
• The planning regime
• ... concentrating on redevelopment of town centres
• ... more refusals for out-of-town applications
• ... but food stores adding to non-food space
• ... new rules will favour refurbishment
• Mezzanine floor boom
• Outlook for major new schemes
• In the pipeline
• Several new completions in 2006 and 2007
• Flurry of future large developments
• Market in Context
• Key points:
• Retail sales
  • Figure 9: All retail sales, at current and constant 2002 prices, 2002-12
• Food retailing gaining market share
  • Figure 10: sales through food retailers and non-food retailers, at current prices 2002-07
• Retail concentration continues
  • Figure 11: Concentration of retailing, 2002 and 2006, plus estimates for 2007
• The online shopping channel
• So why bother going out to shop?
• Internet competition provides boost
• Strengths and Weaknesses
• Strengths
• Weaknesses
• Market Size
• Key Points
• Estimating market size
• Investing in refits
• The role of design agencies
• Market size for shop fitting
  • Figure 12: The UK market for shopfitting, 2002-12
• Market trends
• Lifespans are decreasing
• Wide range of costs
• Full or partial refits
• The Consumer -- Where They Prefer Spending Time
• Key consumer findings:
• Where consumers prefer to spend time
• Clothing stores are tops
• Food shops -- not just a chore
• Superstores not as popular...
• Rejecting ' clone Britain'
• Large surface stores appear popular
• Furniture shops low in the ranking
• Specialised shops also low in the ratings
  • Figure 13: Stores where consumers prefer spending time, March 2007
• Gender differences
  • Figure 14: Top five stores where men like to spend time, March 2007
  • Figure 15: Top five stores where women like to spend time, March 2007
• Enjoyment varies by age group
  • Figure 16: Top five stores where people like to spend time, by age band, March 2007
• Personal adornment stores where consumers prefer spending time
  • Figure 17: Personal adornment stores where consumers prefer spending time, by gender, age and socio-economic group, March 2007
• It' s a girl thing
• How the men respond
• Flexibility and fast change
• How supermarkets with and without non-foods compare
  • Figure 18: Supermarkets and independent stores where consumers prefer spending time, by gender, age and socio-economic group, March 2007
• Women responsible for food shopping
• Families like larger non-food ranges in supermarkets
• Local indies favoured by older consumers
• Leisure Goods Shoppers
  • Figure 19: Leisure goods stores where consumers prefer spending time, by gender, age and socio-economic group, March 2007
• Where men like to visit
• Older music afficionados
• Mobiles
• Household goods and electronics
  • Figure 20: DIY, garden, electonics and furniture stores where consumers prefer spending time, by gender, age and socio-economic group, March 2007
• Garden centres capture 45+ shoppers
• Men like their tools!
• Strong male bias to electronics stores
• Where They Prefer Spending Time -- Detailed Consumer Demographics
  • Figure 21: Personal adornment stores where consumers prefer spending time, by special groups, working status, region, ACORN categories, commercial TV viewing, media usage and supermarket used, March 2007
  • Figure 22: Supermarkets and independent stores where consumers prefer spending time, by special groups, working status, region, ACORN categories, commercial TV viewing, media usage and supermarket used, March 2007
  • Figure 23: Leisure goods stores where consumers prefer spending time, by special groups, working status, region, ACORN categories, commercial TV viewing, media usage and supermarket used, March 2007
  • Figure 24: Stores where consumers prefer spending time, diy, garden, electronics and furniture, by special groups, working status, region, ACORN categories, commercial TV viewing, media usage and supermarket used, March 2007
• The Consumer -- Attitudes to Food Shopping
• Key points:
• A need for status quo
  • Figure 25: Attitudes to food shopping, March 2007
• How attitudes to food shopping vary
  • Figure 26: How consumers describe food shopping, by gender, age and socio-economic group, March 2007
• Shopping -- a necessity?
  • Figure 27: How consumers describe food shopping, by gender, age and socio-economic group, March 2007
• Wanted: less frequent changes!
• Sample this!
• Food store requirements
  • Figure 28: Desired improvements to food stores, by gender, age and socio-economic group, March 2007
  • Figure 29: Desired improvements to food stores, by gender, age and socio-economic group, March 2007
• Customer typologies within food
  • Figure 30: Food shopper types, March 2007
• Group 1: Aisle Browsers
• Who are the Aisle Browsers?
• Marketing message:
• Group 2: A Necessity
• Who are the A Necessity shoppers?
• Marketing message:
• Group 3: Get in, get out
• Who are the Get in, get out?
• Marketing message:
• Group 4: Enjoyable pastime
• Who are the Enjoyable pastime food shoppers?
• Marketing message:
• Attitudes to Food Shopping -- Detailed Consumer Demographics
  • Figure 31: How consumers describe food shopping, by special groups, working status, region, ACORN categories, media usage, commercial TV viewing and supermarket used, March 2007
  • Figure 32: How consumers describe food shopping, by special groups, working status, region, ACORN categories, media usage, commercial TV viewing and supermarket used, March 2007
  • Figure 33: Desired improvements to food stores, by special groups, working status, region, ACORN categories, media usage, commercial TV viewing and supermarket used, March 2007
  • Figure 34: Desired improvements to food stores, by special groups, working status, region, media usage, commercial TV viewing and supermarket used, March 2007
  • Figure 35: Food shopper typologies, by gender, age, socio-economic group, marital status, lifestage, working status, tenure, ACORN categories, region, commercial TV viewing, newspaper readership and supermarket used, March 2007
  • Figure 36: Where food shopper typologies enjoy spending time, March 2007
  • Figure 37: Improvements wanted by customer typologies for food shops, March 2007
• Retail Competitor Analysis
• Major suppliers to the sector -- Industry associations
• The Design Business Association (DBA)
• POPAI
• The National Association of Shop Fitters (NAS)
• Retail design companies
• Sector overview
  • Figure 51: Design Week consultancy survey, UK top 20 interior design specialists, 2006
  • Figure 52: Design Week consultancy survey, UK top 5 interior design specialists, 2006
• The market has been tough
• A fragmented industry
• Very varied results
• Some agencies struggling
• Outlook
• Astound
• Checkland Kindleysides
• Conran and Partners
• Corporate Edge
• Dalziel and Pow
• Dinn Associates (closed in 2007)
• HMKM (Hosker, Moore, Kent and Melia)
• The Imagination Group
• Loewy Group
• Lumsden Design Partnership
• Michael Sheridan (Sheridan & Co)
• The Nest
• 20/20 Design
• Shopfitters
• Sector overview
  • Figure 53: Leading UK shopfitting companies, turnover, 2005-06
• Long-term contracts -- the key to the future
• Creative competition
• Outlook
• David McLean Contractors
• ISG Dean and Bowes
• S. Dudley & Sons
• Withey Contracts
• Havelock Europa
• Hutton Construction
• ISG Interior Exterior
• Morris & Spottiswood
• Styles & Wood
• Point-of-purchase specialists
• Coutts Retail Communications
• Artform International
• PPE
• Point-of-purchase consultancies
• New Store Designs and Refurbishments
• Key findings
• Clothing and jewellery
• Adams, Bluewater (Designer: Inovus Path)
• George at Asda, Southend (Designer: Checkland Kindleysides)
• Beaverbrooks, Doncaster (Designer: Colin Williams)
• COS, Regent Street (H&M) (Designer: Pentagram)
• Gap (Designer: Dalziel & Pow)
• Jaeger, Regent Street flagship (Designer: in-house)
• Kurt Geiger, Liverpool' s Met Quarter (Designer: Found Associates)
• Primark, Oxford Street (Designer: Dalziel & Pow)
• Slaters, Manchester (Designer: Dalziel & Pow)
• Thomas Pink, Sloane Street (Designer: Four IV)
• Woolworths Kids Store, Bedford (Designer: 20/20)
• Electricals/technology retailers
• The Carphone Warehouse, Oxford Street (Designer: in-house)
• Virgin Mobile, Essex (Designer: Judge Gill and Start Creative)
• Sony Ericsson, Kensington High Street (Designer: Checkland Kindleysides)
• House and home
• Habitat (Designer: in-house)
• MFI (branding by Circus)
• Heals, Tottenham Court Road (Designer: in-house)
• B&Q, Birmingham (Designer: in-house)
• Magnet (Designer: in-house)
• Zara Home, Regent Street (Designer: in-house)
• Pets At Home, Romford (Designer: 20/20)
• Food stores
• Aldi, Manchester (Designer: in-house)
• Tesco' s ' greenest store' , Wick (Designer: in-house and Astound)
• Department Stores
• Debenhams (Designer: in-house)
• John Lewis, Oxford Street (Designer: in-house)
• Fortnum & Mason, Piccadilly (Designer: Kinnersley Kent)
• Health and beauty
• Superdrug, Uxbridge (Designer: in-house)
• Books and recorded music
• Waterstone' s, Manchester (Designer: Lewis & Hickey, London)
• Virgin, Manchester (Designer: Checkland Kindleysides)
• Appendix
• Research Methodology
• Consumer research
• ACORN