Franchise Success Through Storefront Design. s k - i. Focus on Non-Traditional Locations. Shefali Kumar, Architect

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1 Franchise Success Through Storefront Design Focus on Non-Traditional Locations Shefali Kumar, Architect 146 Roslin Avenue, Toronto, ON M4N 1Z4 Tel:

2 Traditional Versus Non-Traditional Franchise Locations Historically, franchises were synonymous with fast food outlets along highways and expressways. Today, the franchise industry represents a multitude of retail and service businesses all across the globe. And these businesses are beginning to be seen (or have the potential to be seen) on pedestrian shopping streets, street corners, in historic districts, museums, airports, strip malls, book stores, entertainment complexes, big box retail stores, gas stations, within office towers, banks, along indoor mall streets, as kiosks and even online. And the list can go on and on

3 Four Levels of Customer Interaction Design expertise can help make these innovative retail opportunities successful through the following levels of customer interaction: 1. Lure customers into your store 2. Make customers recognize and remember your brand 3. Customers feel good about going to a well-designed store, and wish to repeat this experience by re-visiting your store 4. Catch the attention of potential customers who are not familiar with your brand The Hot Buttons of Franchise Design The smart use of numerous design elements can affect the level of potential customer interaction and thereby the retail potential of franchises. We like to call these hot buttons of design. Using photographs as case studies, we will go through some very effective hot buttons that can change your franchise s retail potential.

4 Colour Using colour is a very simple and powerful tool in retail. Vibrant colours like red and orange are instant attention grabbers. Colours like green and blue project elegance and sophistication.

5 Material The use of different materials can also send messages to your customers. As an example, using wood exudes elegance and charm. Panels can help lead the eye. Metals can imply modern and sophisticated.

6 Lighting Lighting also creates an extremely forceful statement. Although lighting can be used during the day also, it is most successful in the evening and night. Good lighting design cannot only provide a means to create focus, but also to create the perception of safety and comfort.

7 Color Contrast Using contrasting colors can be very useful. This technique can be used for store window displays, exterior signage and store design. Typical examples will be the use of white and black, red and black and white on a dark background etc.

8 Design Contrast This technique may be useful in historical districts or on busy retail streets. When there are a large number of stores and you need to stand out, this hot button can prove very handy. Design contrast can be achieved through architectural details and use of materials.

9 Storefront as Design Element Your storefront can actually be designed as an architectural shape. This will help to differentiate your store and make customers remember you.

10 Symmetry versus Asymmetry Symmetry creates peaceful designs and can be used effectively in providing a pause on a busy street front. On the other hand, asymmetry can provide excitement.

11 Transparency This is one of the most powerful tools available in retail design. By using large expanses of glass, customers can see most or all of your store before they enter it. Glass creates an extremely inviting retail experience.

12 Open Facades This hot button can be seen as an extension of the transparency hot button. It can be used in indoor environments. By having no storefront your retail space is easier to explore your customers need not even open a door to get in.

13 Outside / Inside Outside / inside helps to integrate the extension of your store with the interior. Examples include products on sale on the sidewalk outside your store and sidewalk cafes.

14 Canopies Canopies can be used very successfully to attract attention and create an interesting storefront. They can also be lighted at night to create a statement.

15 Banners, Flags and Signs These are again time-tested mechanisms to attract attention, especially on retail streets. Combined with some other hot buttons like color, these are very successful and easy to use. Their greatest advantage is that they protect into the field of view and are hence extremely popular on streets.

16 Street Signage Another mechanism to attract attention is to install freestanding signage on the street right outside your store. The simplest is a sign that can be brought inside at the end of the day. More sophisticated examples would be signposts erected on the sidewalk.

17 Branding on Storefront Branding can be achieved with affixing your logo onto the storefront. This combined with transparency can create a powerful retail experience.

18 Hoardings Although known to all of you, this hot button can be extremely effective for corner locations.

19 Fragrance and Smells This is not a very frequently used tool. Due to bylaws and code restrictions, this might be used only in limited exterior locations. Fast food stores can use this by exhausting onto the street. So even if pedestrians fail to see your store, they will smell it! This can also work for stores selling perfumed products, flowers etc.

20 Checklist for Location Selection Explore Pedestrian movement patterns Vehicular Traffic patterns Estimate times of peak activity Demographics of potential customers Image of the area high end or budget Survey of other stores in the area Estimate of customers if within another store or complex Preliminary code analysis to determine if some of the hot buttons can be used

21 Exercise For Implementing Design Hot Buttons In this exercise, we will start with an existing store front at a corner location. Then, we will explore how the retail potential can be improved through the use of the design hot buttons we have reviewed. Pricing information will also be used for the evaluation.

22 About Shefali Kumar Shefali believes that good design plays a critical role in the profitability of every franchise operation. Through her experience with brands like Tim Hortons and TravelCenters of America, she understands the special and unique needs of the franchise industry. She is an architect and a partner in sk-i.