The BIG Question:
How to design retail that delivers: Instant impact and long-term results
“A great store turns heads on day one. A truly successful one keeps earning its place for years.” In this issue we look at how to design for both.
The SHORT Answer:
You don’t have to choose between fast impact and lasting results. The answer to great retail is to design around real people: how they think, move and interact. So the store delivers impact from the start, and keeps delivering results for years to come. It’s about being clear on what matters now, and what must endure.
”“Designing today for tomorrow’s success isn’t easy, but it’s possible when you focus on what truly matters to your customers.”
Matt GreatbatchManaging & Design Director, KVB Design
The LONG Answer:
5 Steps to Success
Building retail that delivers is never more important than when your business is at a cross-roads. One Hungary found themselves at a major decision point, when multiple brands set out to merge under a single brand and retail experience.
We applied the principles of Instant Impact with Long Term Results to deliver a store experience for today and the ambitious plans the brand has for the future.
Align to long-term business goals
Start by asking yourself: what must this store achieve on day one, and what should it still be doing in five years? Make 2 lists, short-term and long-term – then find where they overlap.
→ In One Hungary stores, we built the store around guidance. Store managers play a central role in providing a supportive experience, because customers will always want to talk to someone who listens.
Start with what won’t change
Customers evolve, but their core needs don’t: clarity, help, trust. This creates a foundation that new experiences can be built upon in your store.
→ At One Hungary, the consolidation of multiple telecoms brands was expressed through a single design principle: connection. Customers’ desire for human connection will never fade.
Design for scale and consistency
A retail concept is more than ‘just’ design, it’s a framework that adapts across your whole store network. Truly great retail brands deliver the same experience in every store.
→ We helped One Hungary deliver top-tier experience in ‘hero’ locations, while enabling a soft transformation for local stores. The result? Consistent identity, adapted by context and investment.
Look beyond your sector
Your surroundings can provide a ‘ceiling’ to your ambitions. The best inspiration can come from beyond your industry. Look for different industries that tackle the same challenges as yours.
→ Every One Hungary store now includes a warm, quiet space for one-to-one conversations. To support more personal interactions, we took cues from kitchen showrooms.
Stay one step ahead (not five)
Leading means guiding customers forward, not losing them in the future. A sense of your customers comfort level and expectations is a vital ingredient in designing future retail experiences.
→ Future retail doesn’t ignore the past. It builds on it, carefully, deliberately, with empathy for your customers. One Hungary stores weave the legacy journeys that customers expect in to a new experience.
”“The best retail doesn’t bulldoze what came before. It builds on the foundation and it elevated what already matters.”
Kevin BeardFounder & Creative Director, KVB Design
Retail DESIGN in Practice
One Hungary:
A Store Concept Built to Last
When One Hungary launched, it wasn’t just a new brand. It was a rethink of what telecom retail could be. Every space share one philosophy: design for the real needs of customers.
→ In One Hungary stores, we built the store around guidance. Store managers play a central role in providing a supportive experience, because customers will always want to talk to someone who listens.
Tip of the Month
When planning a store, ask yourself 2 questions:
How can I transform my customers experience tomorrow?
What should this experience still feel like in five years?
In a world driven by immediate results it can be hard to ask ourselves whether we are truly building for the long term, if we are brave enough to do this, it can the key to unlock organic commercial success.
Thanks for reading, we hope this plays a small part in raising the bar of retail design, if you have any thoughts on this issue of Retail Design Insights, we would love to hear them.
What’s Next?
Thinking about long-term retail success, or just want a fresh perspective on what’s next?
