以销售互动为思考起点的零售空间
A Retail Space Starting from the Perspective of Sales Interaction
我们接受了一家精品手工眼镜集合品牌白鸦眼镜的委托，为他们在上海南京西路的锦沧文华商场做店铺整体升级。
白鸦眼镜店的客户画像是喜欢质感注重细节，并且注重购物体验的人群。
We received a commission from whitecrow, a boutique handmade eyewear collection brand, to carry out the overall store upgrade for them in the Jing An Kerry Centre on Nanjing West Road, Shanghai.
The customer profile of whitecrow store is people who appreciate texture, pay attention to details, and value the shopping experience.
设计思考：将矛盾变成设计起点
Design Thinking: Turning Contradictions into the Starting Point of Design
新场地店铺的空间形状不规则，空间利用率比较低，且中间有一根柱子需要化解。做一个好看的空间是设计师的基本素养，不是第一思考。我们更希望应对空间矛盾同时侧重考虑眼镜销售服务场景，通过优化销售服务的场景体验来辅助销售的转化。
The space of the new store site is irregular in shape, with relatively low space utilization, and there is a column in the middle that needs to be dealt with. Creating a visually appealing space is a basic quality of a designer, but it’s not the primary consideration. We hope to address the spatial contradictions while giving priority to considering the sales service scenarios of eyewear, and assist in the transformation of sales by optimizing the scenario experience of sales services.
∇ 分析图
设计动作：一条清晰的动线成就整体功能骨架
Design Moves: A Clear Circulation Route Forms the Overall Functional Framework
在不规则的空间容易使功能动线复杂且混乱，不利于顾客停留并静下心来挑选眼镜。同时与店铺主理人沟通中，我们获得关键信息“原始店铺动线复杂散客流失率很高，顾客能坐下来面聊，成功率就有75%以上”。总结：简洁清晰高效的动线对店铺至关重要，与客户高效沟通的互动机制能大大提升获客率。
In an irregular space, it is easy for the functional circulation routes to be complex and chaotic, which is not conducive to customers staying and calmly selecting eyewear. Meanwhile, during the communication with the store manager, we obtained the key information that “the original store had a complex circulation route, resulting in a high loss rate of walk-in customers. Once customers can sit down and have a face-to-face conversation, the success rate is over 75%”. In conclusion, a simple, clear and efficient circulation route is crucial for the store, and an interactive mechanism for efficient communication with customers can greatly increase the customer acquisition rate.
评论(0)