6 September 2022
Are Store Design Drawings Important for Brand Roll-outs?
A bit similar to a major-stakes chess game (Remember ‘Harry Potter and the Philosopher’s Stone’?), brand roll-outs feature several pieces and potentially risky moves. Some of the pieces include public relations strategies, logo modifications, new colours, new taglines and most importantly, communicating these changes to global retail outlets clearly for consistency across the board. Complexities may arise when roll-outs are operated across multiple locations within strict deadlines and budget constraints. Accurate store design drawings and detailed retail 3D rendering images can help communicate brand roll-outs while helping keep them within budget and on time.
The brand is the company’s identity. An identity consists of several characteristics, and a new brand or a brand modification may involve a new set of characteristics that require a seamless introduction to consumers. Therefore, branding materials must present a consistent approach everywhere. Two components to this strategy are:
1. Brand Identity
In addition to the logo, brand colours and brand fonts, the brand must have a distinct personality and a brand story, where the brand characteristics fully support the story, especially through the visual aspects of store design. Customers must feel the same ambience and have the same reaction to the brand wherever they are.
2. Brand Guide
A brand guide lists the new brand characteristics clearly and in detail, so that store design can be consistent in any location. Any contradiction can make the company seem unprofessional. All existing sales and marketing literature and store signage, furniture and layouts must be updated in line with the new brand roll-out.
Why is there so much stress on consistency?
- It helps influence customers and shapes their perceptions, through the same tone, images and personality.
- It helps the stability of a brand, furthers its purpose and demonstrates professionalism.
- It helps customers remain connected with a brand and reduces confusion.
For a consistent store design, it is vital to clearly communicate:
- Brand name and story
- Mission statement
- Store layouts
- Colour schemes
- Imaging and photo styles
How can this be done?
- One approach is value engineering in design. Using modular display fixtures and smart lighting systems is one way designers can add value to store design for brand roll-outs. These value additions make any future modifications or new brand roll-outs easy to implement, as they easily adapt to different retail spaces. These fixtures can be installed by almost anyone and can be moved to different locations.
- Low-cost lighting fixtures using LED, automation and Bluetooth-enabled technology can help retailers reduce expenses and power consumption.
- Every element of store design makes a difference, even the placement and merchandise on mannequins. According to large retailers, merchandise on mannequins sell 50 percent faster than those that are stacked.
- Retail spaces rely on how profitable each square foot is. Thus, store design must innovate with modular elements, fixtures, lighting, signage and use of products that are easy to install.
Store layouts can influence consumer behaviour, retail store traffic, ambience and sales. Retailers can also gauge the amount of revenue generated per square foot by analysing store layouts and merchandise placement, maximising sales per square foot. For instance, if a certain area of the retail store sees dwindling sales, merchandise can be rearranged to meet sales targets.
In addition, store layouts must try to mix high-priced goods with low-priced goods and fast-selling goods with slow-selling goods to maximise sales. However, high-priced merchandise needs more space, while low-priced merchandise can be stacked on shelves to conserve floor space for other products.
The all-important store design drawings that incorporate all these elements may include:
- Store layout drawings
- Shop design plans
- Rendered images – showing furniture, logos, brand characteristics and colours
- Walk-throughs – for stakeholders to understand the look and feel of the brand roll-out
Retail space planning requires special skills to create detailed and scaled floor plans. Experienced retail design companies will add furniture to a floor plan and other parts of retail store building design drawings. Experts in Revit and other BIM-enabled software can create BIM retail design drawings and models using Revit family creation, which can be shared with clients and company executives to help plan, modify and perfect the roll-out process. Ultimately, all details of brand roll-outs can be included in store design drawings so that all project stakeholders are on the same page, anywhere in the world, making them an important element of brand roll-outs.
XS CAD has valuable experience providing retail design drawings and 3D rendered images for large global retailers and retail design companies. Our range of services include retail store building design, retail construction drawings, retail 2D drafting, BIM modelling services, architectural drawing services and 3D architectural visualisation services. We have proven to be a preferred retail BIM services provider, due to the high quality of our retail construction drawings and CGIs, created by using Revit, 3ds Max, V-Ray, Adobe Photoshop and After Effects, Illustrator and BIM Collaboration Pro for cloud collaboration.