The COVID-19 pandemic has left the world wondering what the future will bring.
Retailers across the country have been forced to shut down, reassess, and slowly reopen their businesses—with some ultimately forced to close their doors more than once amidst the virus’s rising tide.
Retail spaces, once equipped to encourage shoppers to spend time in stores at their leisure, must be reconsidered in the face of expert-recommended best practices. For business owners, these changes aren’t made lightly, with each decision-maker weighing options with care. Ultimately, the most important thing to remember is that adaptability will be essential in the coming days.
Nothing Is Certain
Amid COVID-19 lockdowns, e-commerce has boomed as the ideal solution over retail, as online shopping has allowed consumers to make quick, item-focused purchases from home—a luxury they may not quickly relinquish. Experts struggle to make accurate predictions in the midst of this unique situation, but one thing is clear: nothing is certain when it comes to the future of retail design.
During the post-pandemic era, brick-and-mortar stores may need to reinvent themselves to tackle the challenge of winning business. As consumers adjust to the new normal, only the retail spaces that can keep up will thrive. Rich marketing stories and bold design solutions will help retailers stand out from the crowd, while creative use of interactive tech—ideally linked to consumers’ online e-commerce experiences—will ensure that brands don’t lose their momentum.
Innovation as a Guide
If there’s one thing to be counted on, it’s the American penchant for innovation. Already during the days of COVID, we have seen businesses adapt with incredible speed by instituting changes to increase consumer comfort, enhance their brand, and win more foot traffic.
As always, the key to success is finding ways of improving consumers’ quality of life, from procedures to protect their health and family to practices that preserve peace of mind. Popular measures have included hand-washing support, facilitation of digital ordering and automation techniques. For high-end retailers, in particular, shopping experiences with personalized service has been critical. Customers still want the magic of the boutique experience, meaning that brands must take extra time to understand their clients’ personalities and how they prefer to shop. Gucci, for example, has debuted a live, personalized video shopping experience to connect clients with the brand, replicating the in-person experience.
Considering the customer experience will help retailers adapt as they re-envision the concept of “leisurely” shopping, rethink spatial needs, and communicate their efforts to consumers.
It’s clear that retail design will need drastic changes to keep up with the social and economic impacts of the COVID-19 pandemic. A thoughtful designer will take customer trends and forecasts into mind with the goal of creating spaces that will continue to be relevant in the coming decades. Research, creativity, and willingness to listen to customers will be fundamental.