Designing for Distance: Post-Coronavirus Store Strategies

Here are some insights written by WGSN’s Laura Saunter. 

The Covid-19 pandemic is driving retailers to reassess their physical space, as social distancing measures, increased online shopping and hygiene concerns have changed consumer behaviour. This report outlines strategic store design imperatives to prepare for the new normal. 

Image: CNN Philippines

Analysis

We are shifting towards becoming a low-impact society, one in which hygiene and distance are synonymous with safety. The future of retail space must adapt to this change, as stores become centres of cleanliness and touch-free commerce, where shoppers have more control and space.

We forecast the rise of the Spacemakers as a key consumer group in the Shopper Forecast 2020, exploring how people will increasingly want to control how much they opt in or out of human interaction, forging their own in-store experience. Streamlined Shoppers were also predicted as a growing consumer group, as consumers increasingly look to shop in stores, where decision-making is made easier and the journey is hassle-free.

The coronavirus outbreak has majorly accelerated both of these shifts in consumer behaviour, and retailers must respond with store design strategies that allow for speed and little to no human connection, while still providing excellent service.

As the pandemic forces brands to reassess everything from their store footprint, location and layout to staffing issues, in-store hygiene and opening hours, it will be crucial to figure out how to do this while bringing a sense of structure and calm for shoppers who are anxious about re-entering society once lockdown lifts.

Designing for distance will be a business imperative as retailers must reconfigure the way they manage physical stores, creating additional space between customers and adapting to the new normal which we will all find ourselves in for the foreseeable future.

Read on for a comprehensive analysis and guide on how to bring these measures to life in-store, while still building important emotional connections and providing consumers with a unique retail experience.

Adapting to the new normal

When non-essential stores begin opening around the world, they will need to look and feel very different. The Covid-19 pandemic has changed consumer behaviour, perhaps permanently, and apparel and specialty retailers need to take these changes into account.

The reality is that many consumers will be nervous to re-enter society and shopping for non-essential items will not be a high priority. A study by global technology and research company Morning Consult in April 2020 found that only 16% of consumers said they would feel comfortable shopping in a mall in the next three months, while only 4% said they would visit in the next month.

To survive and thrive in a post-coronavirus world, retailers must fundamentally change how they operate both in the back-end as well as within the store itself.

Changes in operating procedures, such as restricted number of shoppers permitted into malls and stores, heightened sanitation procedures, educational signage and staggered operating hours, will all be a result of the new social distancing normal.

Setting up disinfectant stations at entrances and exits, having thorough cleaning procedures for fitting rooms and high-trafficked surface areas will be key, as well as integrating screens, guards and barriers throughout the store. Wearing face masks and other PPE will be common for both employees and customers.

Customers and staff alike will have to adjust to this new environment and should expect to be subject to temperature tests and body scanning as they enter stores.

New technologies such as Amazon's Just Walk Out payment system and other no-touch platforms will change how we browse, pay and interact in-store, while contact-free options such as curbside pick-up will grow.

Operating costs will rise, while inefficient stores will face closure. Brands with multiple stores will keep the best-performing ones on, while the reality is that many will shutter.

We will also see a marked shift in customer service. Shoppers will be able to book appointments outside normal business hours, pre-selecting items to try on.

Post-pandemic, retailers must take all of these factors into account, adapting their existing business models to create in-store practices that offer safety and comfort for shoppers and employees.

Above all, it's crucial to note that things will not be 'business as usual'. This report will help you create an immediate and future operating strategy to navigate recovery, as readopting old strategies will simply not work in this new landscape.

Finally, retailers must be patient, prepared for a slow and steady re-opening, and prioritise the safety of consumers in a clean, healthy and reassuring environment. Ensure you are equipped to be as agile as possible, constantly adapting to new platforms and circumstances, and fully prepared for a second wave of infection to hit.

Click here and here for more insights on hygiene and store layouts.