The architectural visualization should promote a shopping experience so that managers can analyse the flow in purchase processes
On this occasion, we will discuss the use of 3D architectural visualization as a support measure when developing establishments in retail sector. In this sense, new trends in retail are breaking the old paradigms, as before the focus was the product and now the emphasis is on clients.
New technologies are playing a predominant role in this new approach. Clients must be gratified with a seductive, different and significant experience when visiting a store. Knowing this, many big retailers took a leap to plan their elements and estimate the atmosphere on their next subsidiary with the help off hyper realistic three-dimensional visualizations.
The new retail, or dynamic retail, tries to cause a wow effect on clients from the moment that they enter. In order to reach this, it uses not only the scene but also a more customised service.
It is not limited to exhibit and present products, it goes much further. It is a new way to be in contact with buyers through the atmosphere in the commercial office and using new methods to satisfy their needs and demands.
Designers, architects, decorators and specialists in architectural visualization should know the main trends in retail.
Main trends of New Retail
According to a study done by Price WaterHouse in 2017, physical stores continue being the favourite shopping channel for clients. This study was based on 24,000 interviews of clients around the world.
Structural change of approach
The life style of consumer is the most important thing; satisfying their needs and tastes. The more customized and individualised service, the better results regarding sales.
Concept and emotional experience
A store must be seen as a concept associated to a significant experience where clients could feel special. Consumers must experience a purchase as a brand concept, by giving them an emotional engagement during their stay in the facilities.
Using new technologies
New retail seeks support on new technologies which can assist information and customised service. The store should promote an interactive relationship between buyers and products. For example, the stores that distribute furniture and home accessories can offer its services through computer programs where clients can check different decorations by using those products on sale.
The environment also sells
The distribution and decoration of a store should be focused on supporting the brand concept that want to transmit to public. In itself, the environment must play in favour of “emotional engagement”. Architects, designers and specialists in architectural visualization must keep the concept of a brand in mind to emphasize and enhance it in each space.
Elements to have in mind regarding architectural visualization in retail projects
The environment must transmit the values and service approach that represent a company. So, the main elements that have to be considered are:
Consistency between the brand and its environment
The architectural visualization must correspond to the brand values.
Monitoring the purchase experience
The architectural visualization should promote a shopping experience so that managers can analyse the flow (cadence or flow) in purchase processes, in a way that adjustments can be made for its maximization.
Conforming the local regulations
The architectural visualization must conform to standards and construction permits. It should respect the security measures when designing spaces, as well as the products distribution and the flow of people.