The Tech. conference from Retail Week should have attracted store designers as well as technology fans, so why weren’t they there?

There was much discussed at the first Tech. conference in east London. From “failing fast” (Amazon) to whether a multi-pack of Coca-Cola would be a single item purchase.

There was much that was very relevant to stores and the way in which they operate, but one aspect was missing – there were no store designers.

Reality check

It might not seem that important, but it’s hard not to wonder why, at a time when pundits are trumpeting the necessity of “integrating” the virtual and physical retail worlds.

Retail Week recently highlighted the top 30 multichannel retailers, with Argos at the top spot and Screwfix at 10, and every retailer from John Lewis to The Entertainer comprising the rest of the list.

That’s a pretty broad canvas and surely it might be reasonable to expect that a few design consultants would be interested in hearing from those who might have to incorporate their ideas into new store designs.

“Design companies should get involved, listen and understand more. It will benefit them and their retail clients”

Either they think they know about in-store technology, or they just don’t think it is worth investigating. What it all amounts to is the continuation of silos in retail.

It is probably fair to say that those in retail design, technology and IT have had their fair share of snake oil salesmen, but this does not mean they are mutually exclusive.

The best retail leaders are those that offer not only what their customers want as far as products are concerned, but who are able to meld the different areas required to make their businesses function.

Store design is a very mature retail supply sector, and there are plenty of exponents. There are also many technology companies that could improve the experience for shoppers in-store.

Design companies should get involved, listen and understand more. It will benefit them and their retail clients.

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