Any discussion related to improving the aesthetic of your space must start with a “good spring cleaning”! The exception to the rule is walking into a retail optical space and not seeing old, outdated point of purchase materials that need to be discarded and replaced. It is also the exception to see a space that has been “refreshed” within the typical timeline recognized as necessary by general retailers (every 7 years). To be helpful with the least cost, let’s start with the simple things that can improve the aesthetics of your space.
PAINT – The color palette for retail changes more often than many people realize. Adding an accent wall color (or changing it) is a simple way to refresh a space. A full change of color would typically precipitate the next item in our discussion.
FLOORING – Adding entry detail and path flow along with recarpeting is a great way to jazz up a space and is one of the first things noted by clients. The reality is that flooring takes a beating and can start to look rather haggard quickly in some spaces.
LIGHTING – Many spaces that were created “on a budget” have rather dull and boring lighting. In fact, there are MANY spaces that I visit that only have fluorescent troffers for both their ambient and display lighting. Merchandise specific lighting can be added as either ceiling mounted, wall mounted or fixture mounted depending on the structure of your existing store fixtures.
CEILING DETAIL/ CLOUDS – As part of any possible lighting upgrade, it is worth noting that ceiling details such as cloud structures can add to the image of the space and incorporate the new lighting in specific areas that you might want to highlight. These areas might include above the reception area and specifically over the dispensing tables.
SIGNAGE – Many spaces start without full attention to signage and image. Branding is critical to image and might be the first area that should be addressed in a refresh. 3D signage that is backlit and placed behind the reception desk in a direct line to the front door is a great way to set your brand in the mind of your patients.
STORE FIXTURES – The first portion of this blog relates to simple and cost-effective upgrades. The more costly upgrade (but one done every 7 years by general retailers) is to replace your store fixtures. The look and feel of store fixtures has a lot to do with the image your practice puts forward. Display styles tend to rotate just like fashion. Shelves are in, shelves are out. Trays in drawers are in, then out. Big store fixtures are in and then more modular fixtures are in. They all come back around but being in sync with current styling for retail improves your image.
No matter which of the areas above you might select to improve your image, you don’t have to do it all at once. Small changes still move you in the right direction to stay fresh and relevant. It also demonstrates to your staff that you are involved in the look of the space that they work in daily.