How Can Retail Design and Marketing Influence Consumer Spending?

It’s the age-old question everybody is asking, and more so since the downturn in the economy. Businesses are fighting desperately to keep their heads above water, so here are a few handy tips on how you can help to convince consumers to part with their hard earned cash.

We can typically split retail design and marketing up into three categories:

  • Exterior
  • Interior
  • In-Store Communication

The first port of call is to look at the exterior. The most effective retail exteriors look tidy and welcoming and have clear and consistent signage with strong branding throughout. Signage should be well maintained and be positioned so that it is prominent and easy to see from a distance. Shop windows should be clear of clutter and present the consumer with a well lit display so that everyone can see what you have to offer. Without implementing these simple measures you run the risk of not even getting consumers through the door.

Once customers do step inside, they should be able to easily navigate around and browse freely to find what they are looking for. Signage, as we mentioned above also plays a vital role in-store as much as out. Customers use this as a lifeline to help find what they require, and without this clear navigation are more likely to leave empty handed. Layouts and the routes consumers typically take are also key. Cleverly designed layouts help maximise space giving you more opportunities to stock further products and increase browsing areas. By making the whole shopping experience as easy and pleasurable as possible, it is a sure fire way of helping to increase consumer spending and loyalty.

The final piece of the puzzle is in-store communication. You really need to think about how you can engage with consumers to help them make informed decisions about purchases. This could be something as simple as making sure prices are clearly visible. Or what about clever displays and point of sale stands to help draw in the crowds? Whatever you decide, make sure you have the right tone of voice; nobody likes a pushy salesman, so be careful not to be too brash and bold with your communications, as I always like to say, subtle, and helpful advice will always suffice!!

This is really just the tip of the iceberg, there are so many other ways of improving retail space design to maximise footfall and conversion – so if you’d like to discuss retail space with us then please get in touch, we’d love to hear from you.

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Cornerstone DM