THE ELEMENTS OF RETAIL STORE INTERIOR DESIGN : A QUALITATIVE STUDY ON ENHANCING CUSTOMER IN STORE EXPERIENCE

Article Sidebar

pdf
Published: Oct 8, 2024
DOI: https://doi.org/10.37715/aksen.v9i1.4819
Keywords:
Interior layout, meaning retail interior design, store exterior, store interior, store displays, symbols
Dimensions
Altmetrics
Statistics
Read Counter : 634
Download : 587
Crossmark/ Data Version

Main Article Content

Isaura Minerva
Architecture Department, School of Creative Industry, Universitas Ciputra, Surabaya, Indonesia
Astrid Kusumowidagdo
Architecture Department, School of Creative Industry, Universitas Ciputra, Surabaya, Indonesia

Abstract

 This research aimed to formulate the essential elements in retail store interior design. The retail store landscape is expected to undergo significant changes and trends in 2024. In this context, digitalization is expected to grow directly in proportion to e-commerce. Several AI-related concepts are also becoming increasingly favored. There are opportunities to explore key design elements in adapting to these developments. A good understanding of these elements can enhance the store’s image and create a positive experience. A qualitative method was also used to obtain 10 participants through focus group discussions involving retail store visitors as well as experts and interior product designers. The results showed that there are several important elements in designing retail store interiors, including physical elements such as the exterior area, interior area, display area, interior layout, and point of purchase. These physical elements play a significant role in creating an attractive and functional store appearance. Additionally, social elements are also important, including merchant characteristics, merchant outfits, crowding, customer characteristics, and privacy. These elements help in creating symbols and meanings relevant to visitors. Therefore, retail interior design that considers the store exterior, store interior, interior layout, and store displays can create a pleasant and meaningful shopping experience for customers

Article Details

How to Cite
Minerva, I., & Kusumowidagdo, A. (2024). THE ELEMENTS OF RETAIL STORE INTERIOR DESIGN : A QUALITATIVE STUDY ON ENHANCING CUSTOMER IN STORE EXPERIENCE . Aksen : Journal of Design and Creative Industry, 9(1). https://doi.org/10.37715/aksen.v9i1.4819
Issue
Vol. 9 No. 1 (2024): Aksen : Journal of Design and Creative Industry
Section
Articles
Creative Commons License

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

References

Ahmad, A., Yajid, M., & Khatibi, A. (2019). The determination of shopping satisfaction of tourists visiting one utama shopping mall. Management Science Letters, 2291-2304. https://doi.org/10.5267/j.msl.2019.7.025

Baker, J., Grewal, D., & Parasuraman, A. (1994). The influence of store environment on quality inferences and store image. Journal of the academy of marketing science, 22(4), 328-339

Barr, V., & Broudy, C. E. (1986). Designing to sell: a complete guide to retail store planning and design. (No Title).

Berman, B. R., & Evans, J. R. (2013). Retail Management: International Edition. Pearson Higher Ed.

d'Astous, A. (2000). Irritating aspects of the shopping environment. Journal of Business Research, 49(2), 149-156.

Dila, H., & Grace, H. (2023). Interior Design Analysis of Food & Beverages Retail Space in the Era of the COVID-19 Pandemic in South Tangerang. E3S Web of Conferences, 426, 01105.

Ebster, C. and Garaus, M. (2011). Store design and visual merchandising: creating store space that encourages buying. https://doi.org/10.4128/9781606490952

Ghodsi, M., Ardestani, A., Rasaizadi, A., Ghadamgahi, S., & Yang, H. (2021). How covid-19 pandemic affected urban trips? structural interpretive model of online shopping and passengers trips during the pandemic. Sustainability, 13(21), 11995. https://doi.org/10.3390/su132111995

Hui, S., Bradlow, E., & Fader, P. (2009). Testing behavioral hypotheses using an integrated model of grocery store shopping path and purchase behavior. Journal of Consumer Research, 36(3), 478-493. https://doi.org/10.1086/599046

Karim, W., Haque, A., Juhdi, N., & Ulfy, M. (2020). The effects of visual merchandising and price sensitivity on impulse purchase behaviour among young apparel shoppers in bangladesh. International Journal of Business Economics and Management, 7(3), 192-202. https://doi.org/10.18488/journal.62.2020.73.192.202

Koch, J., Frommeyer, B., & Schewe, G. (2020). Online shopping motives during the covid-19 pandemic—lessons from the crisis. Sustainability, 12(24), 10247. https://doi.org/10.3390/su122410247

Kotler, P. (1973). Atmospherics as a marketing tool. Journal of retailing, 49(4), 48-64

Kusumowidagdo, A., Sachari, A., & Widodo, P. (2012). The impact of atmospheric stimuli of stores on human behavior. Procedia-Social and Behavioral Sciences, 35, 564-571.

Lecointre-Erickson, D., Adil, S., Daucé, B., & Legohérel, P. (2021). The role of brick-and-mortar exterior atmospherics in post-COVID era shopping experience: A systematic review and agenda for future research. Journal of Strategic Marketing, 1-15.

Manikam, R. D., & Noorwatha, I. K. D. (2021). Tinjauan Psikologi Desain Interior Retail. Jurnal Vastukara: Jurnal Desain Interior, Budaya, dan Lingkungan Terbangun, 1(1), 49-55.

Ruki, U. A. (2021, December). Harmonize The Interior Retail Space in Era Post Covid-19, Study Case The Element Of Servicescape In Jakarta Mall. In ICON ARCCADE 2021: The 2nd International Conference on Art, Craft, Culture and Design (ICON-ARCCADE 2021) (pp. 516-522). Atlantis Press.

Santos, J. R. B. (2021). The impact of interactive screens on store atmosphere: A case study of Leroy Merlin (Master's thesis).

Shannon, R. and Mandhachitara, R. (2008). Causal path modeling of grocery shopping in hypermarkets. Journal of Product & Brand Management, 17(5), 327-340. https://doi.org/10.1108/10610420810896086.

Suel, E. and Polak, J. (2017). Incorporating online shopping into travel demand modelling: challenges, progress, and opportunities. Transport Reviews, 38(5), 576-601. https://doi.org/10.1080/01441647.2017.1381864.

Tu, Q. (2023). An Investigation of How Interior Design Elements Can Enhance Customer’s Interest in Fast Fashion Retail Stores In-person Experience After the COVID-19.

Turley, L. W., & Milliman, R. E. (2000). Atmospheric effects on shopping behavior: a review of the experimental evidence. Journal of business research, 49(2), 193-211.

Untaru, E. and Han, H. (2021). Protective measures against covid-19 and the business strategies of the retail enterprises: differences in gender, age, education, and income among shoppers. Journal of Retailing and Consumer Services, 60, 102446. https://doi.org/10.1016/j.jretconser.2021.102446.

Upadhyaya, M., El-shishini, H. M., Aziz, W. A., & Kumar, V. (2018). Retailscape: An exploration of the relevant dimensions and their impact on consumer's behavioral intentions. Journal of Business and Retail Management Research, 12(4), 208-220.

Viejo-Fernández, N., Sanzo‐Pérez, M., & Vázquez‐Casielles, R. (2019). Different kinds of research shoppers, different cognitive-affective consequences. Spanish Journal of Marketing - Esic, 23(1), 45-68. https://doi.org/10.1108/sjme-09-2018-0040

Zekavica, A. (2022). Understanding online shopping intention of generation z in serbia. Ekonomika Preduzeca, 70(5-6), 279-297. https://doi.org/10.5937/ekopre2206279z