Of the 28 elements that define a “wow” experience for shoppers, brand experience and engagement were “the strongest drivers of loyalty.” Among other things, brand experience includes the store design and atmosphere. Some retailers already understand the importance of infusing the brand into the store experience. Earlier on Inside the Aisle we noted Domenico De Sole’s belief that the store is the brand and the importance of that experience to the shopper’s relationship with his brand, Gucci.

Wharton’s study offered a caveat for store designers and planners — be careful of “projecting sameness.”  The research found that “shoppers reported ‘mall malaise’ — boredom with the similarity of specialty chain stores.” Starbucks is already heading this message.  Part of their new store design strategy includes redesigning stores to cater to the regional identities of their customers. Creating unique and varied shopping environments, even within a chain, seems to be an emerging trend that will benefit retailers in the long run.

Click here for a copy of the study results summary.

Style at a Wal-Mart used to mean a clean cut on the side of a box so customers could get their products right from the case.

But the world’s largest retailer has been working for years to improve its stores’ appearance and, this week, unveiled its new design for remodeled stores —- a look that ties each section of the store together with a fresh use of light and color.

Gone are the high shelves stuffed with so much it was hard for shoppers to find what they sought. Now, Wal-Mart stores are showing softer colors, understated shelving and employing a design intended to keep customers from having to dart all over a tremendous store to gather their purchases.

“We’re trying to make it more experiential, rather than just stuff we’re selling,” said Joe Tapper, the company’s vice president for store presentation. “We’ve placed emphasis on making it more enjoyable.”

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