Five CEOs to Watch in 2019

STORE SPACES

Storefronts should evolve to incorporate visual and experiential new activities and design elements meant to capture foot traffic

Retailers want to inspire customers to make a sale, and this starts with a seemingly simple first step – getting people in the door.

Curb appeal isn’t new. But as calendars turn to 2019, retailers need to rethink how they are attracting attention in their brick-and-mortar locales to compete with the online storefronts of tomorrow. A growing number of consumers are spending more digital dollars at virtual registers, so the ability to drive foot traffic is arguably more important than ever before.

Dynamic storefronts and attention-getting signage and displays have been around almost as long as retail itself. However, with a few exceptions, many brands have drifted away from the attention-getting theatrics that were once more common. Some retailers even went completely in the opposite direction, with more than a few luxury boutiques closing the façade entirely as a kind of reverse retail psychology: making what lies within somehow seem more exclusive and elusive.

It’s debatable whether that approach was effective, but what isn’t up for debate is that those days are gone. Exclusivity is dead. Inclusivity is becoming de rigueur.

With that in mind, the most successful retail designs of 2019 will incorporate more than just a quick gimmick to grab someone’s attention outside of the store. There should be more to offer potential shoppers than the prospect of making a sale. These shoppers need multiple reasons to go inside and spend some time.

In 2019, design for retailers includes opening minds and storefronts with creative ways to engage consumers directly and bring them into…