Department stores were once a mainstay of the high street in the UK. Some of the buildings became the most iconic pieces of commercial architecture in the areas. There were a number of big names, including BHS, Debenhams, and House of Fraser. Sadly many of these shops no longer exist. In fact, in 2021 figures claimed 83% had closed in just 5 years. Is there still a place for them? Could the right designs bring customers back? We want to have a look at some ideas here.

Pinball Design

One place where department stores are still very popular is the US. There are a number of big chains like Dollar General (over 19,000 stores), Family Dollar (8,000+), and Walmart (4,600+). One tactic some of them use is to use a grid layout but with tilting fixtures. The idea is to encourage shoppers to spend more time browsing and bounce them from on display to another. One brand is very successful with it, giving it the name “the Target Effect”.

Impulse purchases

The goal for stores is to encourage people to buy more. A good strategy is to carefully select items to display near to tills. You can see this working very well in supermarkets. They have things like drinks and chewing gum here. It is best to select items that have the best chance of being picked up as impulse buys.

The entrance

It is always tempting to have massive displays at the entrance. The idea is to show off big ticket items. However, that can actually be counter-productive. It can overwhelm customers and make them unsure where to go. A better strategy would be to create a comfortable transition zone. Keep it free of obstructions and ensure there is clear signage to direct people around the shop. You can do this kind of thing with all kinds of commercial architecture, including office lobbies.

An important thing to look at here is ensuring the space sets the tone for the shopping experience. These department stores tend to be in very busy locations. As a result, it can be busy and noisy right outside the doors. It is a good idea to consider this and try to lower the noise so people know they can shop in peace.

Use technology

A main reason people loved department stores so much is they could spend a long time browsing for different things. They could also have a great experience of finding such a variety of products under one roof. Experiences are even more vital today. They are what make people want to go to shops instead of shopping online.

Luckily, there are a number of different things you can do to make sure people have a memorable experience. Most importantly is to use technology. This could be for interactive displays or checking out. You can even use QR codes to help shoppers unlock offers. If you can integrate things with the commercial architecture it can be even more impressive.

Services and amenities

Finally, it is important to avoid going overboard with inventory. You may want to get as many products in the store as possible. However, you could have more success by including space for services and amenities. For example, a section for beauty and makeup could include a small salon for treatments and tutorials. Space for a coffee shop, cafe, or restaurant is great too. They can keep people in the store rather than going elsewhere for food and drinks.

Talk to us about commercial architecture

Coffey Architects knows that it takes care to design any kind of commercial space. Whether it is a massive department store, a tower for offices, or a small boutique, you want to make the right impression. We can help with this, designing the perfect buildings for clients. You can tell us your brief, and we’ll work to meet all requirements.

So, if you need help with commercial architecture, please contact us.