The psychology of shopping

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While online shopping continues to grow in popularity, having a strong physical presence will always be vital for retailers.

The retail store acts as a brand promise, a statement of intent and an essential forum for interaction between the consumer and the product.

This is particularly apparent in this part of the world, where shopping is still a key social activity, and the need to see and touch a product before buying remains strong.

“Without a doubt, online is a major influencer on the development of consumer markets,” said Ian Caulder of London-based creative agency, Caulder Moore, which has been involved in a series of projects in the region, including Gina Shoes, Dubai Mall and Boutique 1 in Mirdif City Centre.

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“However, having an actual experience is also very important, and nowhere more so than in Dubai and the wider region. People want to go out and interact. Yes, you may get the best deal online, but it does not engage all your senses. There is nothing better then touching and feeling the product.”

Wooing the consumer

Retail design becomes all the more important in times of recession. As customers become increasingly reticent about parting with their hard-earned cash, retailers need to make even more of an effort to woo them. Customers need to be convinced that they are being offered value for money, and an effectively-designed store can create that vital sense of reassurance.

“We have been in business for over 20 years and have seen a few recessions. Retail is like a barometer of the economic climate,” said Caulder.

“At a hint of a recession, retailers always pull back, hold everything, cut back and reassess. The weakest businesses go, which allows new ones to fill the market,” he noted.

“The best ones realise they have to keep moving forward by keeping focused on what they do well and by staying relevant to their consumers’ needs by adding better value to the product and the experience. People also need reassurance in a recession to justify a purchase in their minds. It is all about the emotional mindset. There is always a market out there, it is just harder to compete,” Caulder continued.