The design of commercial premises can help you increase the profits of your business by applying a few “simple” marketing and advertising principles. Wikipedia defines “marketing as a set of activities designed to benefit consumer satisfaction …”, it is clear that the design of commercial premises is one of the most powerful, effective and economic weapons that this discipline has in its center. the client.

There are three fundamental objectives that must be achieved, or pursue, marketing, and therefore the design of commercial premises:

Sell ​​more.
Sell ​​at a higher price.
Sell ​​more often.
How the design of commercial premises helps you to sell more, more expensive and more often
By Iván Cotado on 11/29/2012
The design of commercial premises can help you increase the profits of your business by applying a few “simple” marketing and advertising principles. Wikipedia defines “marketing as a set of activities designed to benefit consumer satisfaction …”, it is clear that the design of commercial premises is one of the most powerful, effective and economic weapons that this discipline has in its center. the client.

There are three fundamental objectives that must be achieved, or pursue, marketing, and therefore the design of commercial premises:

Sell ​​more.
Sell ​​at a higher price.
Sell ​​more often.

Cómo el diseño de locales comerciales puede ayudarte a vender más y más caro. Aurum pensión, en O Barco de Valdeorras, Ourense

How can the design of commercial premises help you to sell more, at a higher price and more often?

Differentiation in the design of commercial premises
Differentiating is one of the keys to every business. Quality is no longer enough, it is presupposed. In a world that moves inexorably towards the Low Cost culture you will not be able to compete on price, sooner or later another one will come over you and you will drown. Differentiating is the only way out, the only factor that will avoid price comparisons and well managed can create a sense of belonging, identification, value, etc.

The design is a solvent and resounding value that makes the difference. The big brands that succeed and the small trade of your city leader in its sector (bars, restaurants, clothing stores …) have, surely, a high content in design that makes them different from their competitors.

Relevance in the design of commercial premises
Each brand, each trade, each bar, each restaurant, must be focused on their customers. The design of commercial premises too. That is to say, from the beginning of a project we must conceive the design of commercial premises as a tool to emphasize the relevance of our business or our brand in the client. I explain.

The customer type of a hamburger, call McDonalds or Burger Perez, can be eminently juvenile or parents with children in childhood. Do you know any hamburgers with a dark, minimalist atmosphere, without superfluous ornaments, without bright colors, with quality materials and finishes …? It really is not that there are many, but some is close to him, observes La Royale, in Barcelona. And do you know why there are not many? Because the design must be relevant for the client. And it’s not the same as a child, as a young man, as parents with children, as a single, as a couple with average purchasing power …

One of the big mistakes that we often observe is that the designs adapt to the taste of the owners instead of seeking the relevance of the client.

The relevance of the design of your commercial premises helps you connect with your client and that this value your business over the competition. And of course, relevance has a direct and unconscious influence on sales and price.

Intensity in the design of commercial premises
The intensity or level of association represents the strength of the link between a relevant attribute for our client and our brand or business.

Imagine that we want to open a restaurant focused on an audience of “couples of an age to know each other”. If we thought of a commercial space for the project on a double-lane, central avenue with a great façade, we would commit the first mistake, we would have made a mistake in the relevance because your client probably values ​​intimacy more than closeness. Therefore, a possible relevant attribute is intimacy.

So we chose a place in a peripheral neighborhood and we put ourselves with the design and conceptualization of the restaurant focused on privacy as a relevant and differentiating attribute (if we had chosen another relevant attribute we would focus on that other or others).

Perhaps we would create small spaces or intimate micro-environments, a preponderance of indirect lights, warm colors, etc. With this we would emphasize the intensity of our difference and “acquire” a preferential place in the mind of our client. All the design of the commercial premises should be focused on enhancing the differential attribute of our business in the mind of our client.

How it is evident, transmit a great intensity relevant to our client with the design of the commercial premises is not simple, but it has a relationship directly proportional to sales and the price that a customer is willing to pay for a product