Chapter 6: The Added Value of Retail Design for the New Age of Consumerism

The use of shopping destinations and their design as a form of marketing communication can be traced back from classical times [1,2]. Different disciplines such as marketing, psychology and behavioural sciences have focused on several aspects which can help marketers to create an impressive platform for consumers [3,4]. Scheming crafty spaces for consumer affairs in terms of services and/or merchandising in a well-thought-out process is referred to as retail design [5]. In fact, it is multifaceted in its objective to create a stimulating perception through physical or virtual stores. Comprehensively, physical environment design (PED) refers to the overall design and layout of a given space that informs and engages consumers affecting them in different ways [6]. Designs support the retail stores by adding value through the development of store personality, highlighting its priorities and helping customers in making their emotional connections [7].