Due to the world’s increasing reliance on image recognition, successful retailers in the modern world are heavily investing in the creation of an attractive brand image for their products. Retailers lack adequate time and resources to develop new brand names every time they open new establishments since most of them want to make use of an already successful brand name. Consequently, most companies prefer redesigning their old stores in order to increase their consumer base while preserving their traditional and loyal customers. The retail company may redesign the old store by incorporating new elements into the old design. For instance, a firm may redesign an old store by maintaining a signature color into the logo which has the effects of combining tradition with the future which in turn serves to identify the retailer as an entity to be reckoned with.
On the other hand, designing a new store entails designing a store from scratch. The process of designing a new store is more cumbersome relative to redesigning due to the fact that the retailer is not only required to attract customers, but he is also expected to inform the customers of the new store’s presence. Designing a new store is therefore associated with increased costs emanating from product presentation, communication, lighting, and architecture which are the core elements of focus in successful designing. The newly designed store is also expected to develop an inherent ability to attract consumers since customers have never been served in the store before. Therefore, the store lacks particular advantages present in situations where a company chooses to redesign an old store whereby old customers remain loyal to the store and also contribute positively to the firm by informing other customers.
The durability and effectiveness of a store design is fully dependent on the nature of the retailer and the changing environment. Retailers need to recognize that some of the old designs are becoming faced out by new technology which is more acceptable and applicable to modern consumers and operations. Consequently, retailers should be accommodative of the changing environmental and consumer needs in order to adjust their retail designs accordingly. However, retailers should be careful to retain their core features which are essential for strengthening the brand image and should emphasize the relevance of these features in modern settings.