"The Future of Retail Store Design"

This work aims to draw attention on the experiential dimension of retailing and takes into consideration a peculiar context such as the retail market. The Retail space is considered as the physical evidence through which a meaningful experience for the customer can be created. Psychological and behavioural theories thus intertwine with management practices in the use of sensory stimuli for the creation of what could be defined as “experience”. The sector of the distribution is characterized from a series of transformations of its activities that’s constrained the companies has major reformulation of the management of space of the sale. This work examine how various applications of the design can be integrated into strategies of differentiation, the implications of which could be appreciated starting from the modifications of the consumer’s perception or of his behaviour. Through visual and sensory stimulation, design is connected to the idea of customer experience. However, while aesthetic augmentation is a powerful tool for creating a visual experience, superficial aesthetics alone do not satisfy consumer expectation; information and service richness is crucial. Technology and applications will play a dominant role and in-store design will totally alter the expression of shopping over the next future. Internet, Rf-id technology and application of domotic system design features will be present in individual stores but also in shopping malls. This design will assume more creative formats. The philosophy for many stores will be to showcase their products and brand, using design, greater interaction, entertainment and innovative in display techniques.