The purpose of a retail concept is to house, display and sell goods and services and in consequence realize a return on investment. Retail concepts are in essence a combination of marketing and design. The retailer needs to be correctly positioned in the market and needs to communicate and service that position.

Innovative, Practical, Cost Effective, Results Driven In order to achieve the above the following steps need to be followed which are intended to be scientific(retail is serious business), and to objectify and demystify the process.

What is required to operate successfully in the future and not on historical practices. Definitely not whimsical.

Who is the customer and why would he choose to shop at a particular store? Is it because of service, speciality, convenience, leisure, value? Is it because of the distinctive products and/or services? Whatever the strategy, consumer behaviour , demographics and psychographics need to be considered, which depending on the application may also need to be experiential and entertaining.

In support of the strategy an appropriate name and strong identity need to be developed which can be carried through the many facets of the retail concept.

The integrated concept should reflect through the 3- dimensional selling environment the nature and purpose of the business. This should not be just a look but a complete experience. This is done via store design, signage, graphics and in-store communications, branding, and fixturing and merchandising.

Allow for ongoing change in type and amount of products and /or services.

Continually monitor the concept by critique and feedback from staff and the customer. Test and measure performance. Adjust and modify.

Staff need to be trained in the use of the concept on an ongoing basis.

Consumers are aligning themselves with proven brands they can trust .The brand must be believable to build authenticity and hence loyalty. The goal is not just about selling product, but also to inform, educate and connect with the customer. It needs to be participatory, experiential and offer total solutions.

In the above regard the approach would be to make the store memorable, simple, clear, and authentic. The store should help the customer make decisions and reaffirm their choices.

Good brands tell stories which affect people.

Who are my customers and what can I sell them

What values define us and how and where can we apply these values to the benefit of our customers

What do we know and how can we use this knowledge to help solve our customers problems

What is my passion and how can I promote it

Communication is an ongoing process, involving every item that interfaces between a business and its target market. It begins with the selling environment which silently communicates various aspects about its nature, purpose, product and services, and extends into many aspects of the business.

Every time we communicate with our customers we must reinforce our point of difference i.e. in mainstream advertising, in situ marketing, point of sale material and face to face communication with customers.

The communications need to be informative and follow a process of creating needs awareness and promoting customer enquiry. Leaflets and /or posters with product information are crucial to explain products but also to establish the identity.

Too much information can be overwhelming and too little can alienate customers.

Communication on all levels is about telling a good story which engages customers.