Know Your Shoppers (Collection)

Chapter Fifteen. Detail, detail, detail—the store environment

So, we’ve talked about discovery and theater—now you’re going to need a space to put those things in and you’re going to need to think about how to lay out that space to maximum effect. There are some useful general principles in this but the detail is something you are going to have to work out for yourself, based on those principles. It’s not as tricky as that might suggest, however—if you know what you are (your Big Idea), if you’ve worked out how you are going to deliver discovery, and if you’ve identified your opportunities to create some theater, then you are a good distance toward understanding how to make the physical aspect of the store work properly.

At its simplest, the ...