Alternative flow routes and digital innovation among ways to attract shoppers, The Design Solution says

“The walkthrough store format has its particular challenges regarding passenger flow and social distancing,” The Design Solution Director of Design Nick Taylor tells DFNI.

“The format means that we have crowds filing through the store with absolutely no intention to buy in what could now be a counter-productive layout. My suggestion – and this may sound a little counter-intuitive – is to create an alternative flow route like those that many airports already use when stores are closed.”

Taylor’s proposal will allow the store to trade as an in-line store, while opening up the original walkthrough space as a shopping circulation route only, in order to achieve the social distancing measure required by ICAO and to also help travellers feel comfortable to shop.

“We need to show clear control of customer flow by creating more of an aisle-structured, guided environment. Obviously, the number of people allowed into a store will be controlled, and a clear, readily understood, one-way system put in place,” he adds.

Creating a ‘comfortable’ distance

Social distancing is becoming a key design issue, Taylor notes, as retail needs to work “harder than ever” to attract shoppers.

“For example, in designing the stores, we normally create space between gondolas of about 1.2M – but this clearly has to be increased to give a comfortable distance between customers.

“Some retailers are already implementing these types of measures and now requires all shoppers to enter individually and each must use a  trolley – not so much for loading their purchases but as an added means of encouraging social distancing.

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“That’s a simple and effective tactic,” he notes.

The quality of shopping experience “must intensify”, Taylor adds, as shoppers will aim to minimise time spent in-store.

Shoppers will want to minimise time spent in-store so the quality of the experience must intensify.

“Their mindset will focus on their exit strategy, by which I mean they need to see a clear, safe space at the payment points and an emphasis on touch-free payment and minimal interaction with staff – all of which could require greater floorspace than normal.”

He says personal shopper and concierge-style services can also be expanded, including walk-up service availability, enabling cautious shoppers to avoid entering the store altogether.

Digital innovation and –e-commerce

Taylor believes digital innovation including concepts of digital portals will be a way for retailers to take advantage on travellers’ increasing reliance on mobile devices for communication while in the airport, adding that ‘click and collect’ will be the most practical option for operators right now.

“In-store space can be allocated to collection points or perhaps offer automated, touch-free collection lockers,” he adds.

“Travellers will increasingly prefer to rely on their own mobile devices for communication, airport processing etc. and the retail store can adapt to this by offering linkable digital displays to share product details. The customer can order and make payment digitally, then collect their purchases from a collection service point if home delivery is not an option.”

Taylor believes this format could be advanced with the creation of digital portals in which customers will be able to browse products in a virtual environment, such as enclosed/shielded ‘experiential pods’ in the store.

“This would be their very own digital store, giving them a personalised experience in their own exclusive, safe space.

“Cleaning between users would be required but it would at least provide a unique, personalised experience.”