The current retail flooring predicament (New Trend Emerging) really started to sink in while working with a number of shops in Surfers Paradise recently and it sparked a lot of personal research into the fascinating topic of visual marketing. The saturation of concrete finishes had sown the seeds of desire for greater individuality, but I wanted to explore what else really mattered in this field. In other words, what did effective visual marketing tell me about retail flooring design?
Appearance rules in retail flooring
Most specifiers wouldn’t be surprised to hear the majority of articles I found were all about appearance. The passage that really grabbed me, however, was a February 2014 post on the Retail Economic Times blog, which said “Studies indicated that a retailer has roughly seven seconds to capture the attention of a passing customer. Numerous elements combine to form a distinctive image...an identifiable store name, a powerful visual trademark, an unmistakable storefront, an inviting entrance and a consistent and compelling store look and hook.”
The reason it resonated so much was the direct link to what so many stores were now facing with aged concrete finishes. Would these retail floors tick all the boxes above once they reached a certain age? Would the dull and sometimes dirty look work against them?
A May 2011 article on the website retailcustomerexperience.com didn’t paint an encouraging picture either for these shop floors when it said “One-half of consumers (52 percent) have avoided a business all together because it looked dirty from the outside...Nearly all shoppers (95 percent) say that exterior appearance is important in their selection of a place to shop.”
Colours influence in retail designIt’s clear that having an unattractive storefront, of which a floor makes up a big part, is a no-no when it comes to visual marketing. On the flip side, what is considered good retail design practice? Once again the articles were almost unanimous; this time in the opinion that colour was the most influential factor. Experts on consumer psychology, NeuroRelay, suggest “85% of shoppers place colour as a primary reason for why they buy a particular product.”
While it might seem like I’m picking on concrete finishes, it’s definitely not my intention. The fact is though, through their immense popularity, they have gradually created a retail flooring landscape seemingly at odds with certain marketing principles. As I have done a number of times already in this blog, I’m simply trying to point out there’s no such thing as the right floor for every application.
If you have any questions about grabbing the customer’s attention with retail flooring, please don’t hesitate to contact me directly.