The world of retail revolves around entertainment and customer enjoyment. Therefore, the wayfinding systems involved should cater to all of the needs and expectations of its users. In order to do this, there needs to be a strong balance between practicality and going the extra mile.
When developing a wayfinding system for retail malls and shopping centres, it’s essential to take into account the typical setups of these areas. The majority of these are spaces are set up with a large open space in the middle to promote vertical air circulation. This open plan layout also gives users a better idea of what is around them. This aims to encourage users to spend as much time as possible in the area.
When walking through a well-thought-out shopping centre, you may notice that some stores and stands are conveniently placed in certain locations. For example, cafes and dining halls will most likely be on the top floor, meaning you have to walk by a number of stores en route. Or, you may see that very trinkety, impulse purchase items will be placed near entrances and exits, that way you just can’t resist!
The key to designing a strong wayfinding system that is both functional and beneficial is understanding the psychology that drives human behaviour. Profitable stores and vendors are often meticulous record takers as they will track which store layouts work best and where there is room for improvement. There are two types of wayfinding behaviour that you should keep in mind.
This is wayfinding aimed at individuals who are purely shopping for pleasure. These people may have a few ideas of what they are looking to buy. However, overall, they are browsing and waiting for something to catch their eye.
Task-based wayfinding is commonly found in places such as supermarkets, card shops, chemists etc. In other words, stores that have specific purposes.
The majority of retail wayfinding systems tend to be hedonic, simply due to the fact that there are so many options available. Ideally, customers should be able to wander freely throughout the area without having to look for extra help finding their way. In many ways, we believe good wayfinding should act as its own salesmen, silently guiding users through the area.
As we mentioned before, there needs to be a balance between designed routes and giving customers the freedom to create their own unique journey.
Experience design is a new discipline that plays an important role in store planning and retail wayfinding. One of the key aspects of experience design is reinforcing consistency between physical stores, websites, signage and marketing materials and strategy. It’s not surprising that consistency creates a positive brand image in the consumers’ mind. You can read more about that here.
Overall, retail wayfinding is revolutionising customer experience. It’s a design process that is often overlooked by its users, but when it’s missing, customers are the first to notice. If you’d like more information regarding retail wayfinding best practises, please reference this PDF produced by the Sign Research Foundation.
If you have any questions, feel free to get in touch. We’d be more than happy to answer any questions you may have.