One size does not fit all
Chain retailers just love to standardise their store concept. There are great benefits to be gained by doing pretty much the same across the board. You can bulk buy your furniture or POS material, purchasing is simplified and centralised and you basically need only one store design for all your visual merchandising. What’s more, standardisation also creates a uniform appearance and makes it easy for shoppers to find the same products in exactly the same location in every store.
The question is though: do these benefits weigh up against the needs and wishes of the customer you serve in your store? Is the standard concept actually in tune with the phase of life of the consumer? Aren’t mindsets and shopper desires very dependent on geographic and demographic data?
People who live in city centres, for instance, are often young, (hard) working and usually reside in one- or two-person households. Their living space is often limited due to the expensive property prices per square metre, and so they need to be very efficient with the space they have. These consumers are different to young families in the suburbs, who live in more spacious surroundings and where it is time that needs to be handled with care and forethought.