The design of a shopping center influences sales

It is clear that no building is built because yes, but everything follows a logic. This is the case of shopping centers, large buildings that house a large number of stores and are designed to attract as many users as possible. Now that we are on the eve of the famous Black Friday, it is important to highlight the importance of getting constructive designs based on consumption and leisure patterns, which encourage shoppers to go to their stores.

Currently, to optimize the feeling of comfort of visitors, and thereby increase the sales rate, is only achieved through attractive facades, proper zoning of uses, height management, control of the width of circulations between premises, correct location of stairs or panoramic elevators and the convenient choice of materials.

There is no doubt that commercial architecture should be conceived as a pleasant space where the customer feels comfortable when buying. To achieve this, it is important to keep certain elements in mind during its construction.

Disorientation as a factor of seduction

It has been shown that a “lost” individual experiences a consumerist impulse not directed at anything concrete and satisfies a repressed need for exploration, contemplation, choice and choice. Thus, although a commercial construction makes sense analyzed from a general perspective, the implicit message of “we want you to get lost” is always present in its architecture.

Create a multisensory atmosphere

It is very important that buyers are immersed in a multisensory atmosphere that allows them to abstract from the everyday without being aware of the passage of time. In this way they will want to discover everything without haste. Other elements can also be used to slow down time such as the absence of clocks or the use of mirrors. The latter have the ability to reduce the speed of the clients, since visitors unconsciously monitor their own speed when walking.

Perfectly defined hot spots

During the projection of this type of enclaves, the first thing that is done is to previously analyze the flows and paths that people will take when traveling through their stores and common areas, investigating the nomadic behavior of consumers and detecting what the possible hot spots may be.. From there, adapted spaces are designed and complementary elements are added that reinforce the fulfillment of these routes. For example, it has been shown that the size and width of the tiles can influence the length of stay in certain areas, when certain routes are taken or visits to the upper levels of the center. The same happens with the fact of having wide glass revolving doors, since they “invite” the client to enter a certain point, or to place them in the right part of the commercial surfaces, propitiating a natural circulation flow (route opposite to the needles of the clock).

Comfort temperature

Enjoying a pleasant temperature also helps to increase sales. To increase the number of sales, it is important that the buyer has neither cold nor heat. In this sense, the most important thing is to have a good external thermal insulator that helps in saving energy demand and reducing the appearance of humidity. It also influences other things such as the location of the doors and the generated air currents.

Colors to boost sales

Numerous studies have confirmed that color has a very important influence on the purchase decision. A consideration that should be taken into account not only when designing a product, but also the physical sales spaces. It has been proven that impulse buyers react better to colors such as red, orange, black or navy blue, these shades being suitable for outlets, liquidation stores, fast food businesses or department stores. For their part, the most rational buyers (who plan their purchases more) respond very well to colors such as pink, light blue or light blue, so its application in traditional clothing stores will be recommended.

Acoustic solutions for a healthy stay

Excessive noise can be very annoying when buying. So much so that, although there are no legal exposure limits for indoor environments, WHO has come to advise avoiding reaching 70dB for commercial areas. And is that the feeling of tranquility, comfort or any other state that benefits the purchase process is vital for the customer to remain in a particular store.