THE IMPORTANCE OF STORE AESTHETICS IN THE RETAIL SECTOR

Abstract

There is greater emphasis on the aesthetic aspects of retail storefronts as the solution to enhance brand recognition and customer retention in recent years. However, there is limited evidence proving the association of store aesthetic elements and retail success in the existing academic literature. This study aims to examine the importance of aesthetic elements used in the façade of individual stores in the local retail scene, particularly colour, lighting, storefront, store signs and store windows. Any observable trends for consumers’ preferences towards these elements are also identified. Qualitative data was collated through the design of a survey questionnaire and suitable respondents are selected based on convenience random sampling. The results were analyzed using various statistical instruments. It is found that both male and female consumers have somewhat common preferences for three of the aesthetic elements tested. Gender differences are also discovered for the remaining two aesthetic elements. Recommendations on the use of these aesthetic elements are then made for retail operators in the local retail scene.