a & e environments
Analog vs electronic. Traditional vs internet-stores. It sounds like the real world verses the e-world, however in reality the two worlds are not really all that different – especially in their end purposes.

In-store and on-line, environments are designed to make shopping more comfortable. To make customers feel at home and free to shop. Both environments are designed to help guide customers to the products they want, inform them of their options, recommend or indicate additional products and reinforce the corporate and store image. On-line environments have to obey the same rules, because they must serve the same audience – customers.

Another purpose of the environment is to excite customers about your ability to fulfill their potential in the store. Your environment has to say, “You made a wise choice coming here.” When customers get into the stores, their excitement has to be justified –– in other words, promises have to be kept. The promise is, “A great place to shop,” and to keep that promise, you have to make it that.

Store signage and web environment design also have to fulfill two other purposes – simultaneously, promotions & image maintenance. You want to tell your audience what it is you want them to buy, but you have to do it with dignity if your image is important to you or your customer.

The signage/design element is especially helpful in letting your customers take control of their shopping experience. Where do I go to find something? What’s on sale? And most importantly, now that I’ve found it how do I buy it? Is the cashier station clearly marked? Is the credit card verification on line?

The on-line environment has to do the same thing. Keep the avenues to purchase clear and simple. Keep the promotional products and messages immediately accessable. That said, however you also want to make your customers aware of more desirable, regular-priced merchandise that might compliment their promotional choice. This way, you not only increase the perception of personalization of shopping experience over over the cookie-cutter, auction site, you can increase the ring at the register as well.