Enrich Shoppers’ Sense of Community

Attend to the sense of community provided by the combination of your store and neighboring stores. When a shopping center gives a sense of community, consumers will spend more time there. Skilled retailers turn that extra time into increased sales through proper merchandising, promotion, and salesmanship.
     For a megamall like Westfield Stratford City, currently taking form in East London, there are special challenges and opportunities to learn from. With over 300 retail merchants, Westfield Stratford City will be Europe’s largest urban shopping center. The comprehensiveness of Westfield Stratford City in itself provides a sense of community. The range of retailers includes restaurants, groceries, and entertainment. Office space and housing are part of the planned development. If the final physical design facilitates flow from one part of the consumer’s life to others, this will enrich the sense of community.
     In a megamall, an important function of the individual retail units is as short-term respites within the bustling community. When operating in this sort of setting, your store entrance should use calming colors, sounds, and aromas. This allows shoppers to regroup and prepare themselves to launch into the exciting store interior and back into a purchasing momentum.
     Inside your store, design for interaction, though. Westfield Stratford City will have interactive store directories throughout. Shoppers welcome familiar design elements to help them orient themselves to the mall as a community. This will be especially important at Westfield Stratford City, both because of the potentially overwhelming size of the centre and because the centre is anticipating substantial patronage by people visiting from outside the area to see the 2012 London Olympics events.
     At the same time, consumers are attracted to surprises—such as distinctive design elements—once they become oriented to the shopping site. Concierge staff at the centre will be wearing specially designed outfits. Easily identifiable staff help shoppers orient themselves.
     Gender influences expectations of shopping communities. Women shoppers tend to like communities with curves and alcoves. They enjoy moving through shops with friends alongside and, at least in most cases, with family groups. As a result, women generally avoid tight shopping spaces. They are more tolerant of constricted spaces when paying for their purchases. Men tend to be less interested in socializing while shopping than in completing the task. Clear signage and obvious shopping paths are especially important. That way, the men don’t have to ever stop to ask for directions.

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Design Stores with Visual Aesthetics
Soothe the Savage Shopper with Silence