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Golzar Sanganian, interior designer at Wanzl Middle East FZE says retailers can avoid losing ground to rivals by catching up with consumer-centric solutions.

What solutions do you offer for different shopper profiles?

We design and supply retail spaces with a holistic approach to the various needs of customers. We are, however, limited by the brief from the customer and unless there is specification requiring a special approach, there will seldom be the need to innovate.

Examples would be the integration of Braille labelling to shop shelves and on the product, which would necessitate the participation of the retailers, suppliers and the public. Most shopping destinations now offer ramps and broader access points for wheelchair users.

Wanzl has supplied and developed special trolleys for disabled people for many years.

How has shop fitting and design evolved to suit customer trends?

The focus of both shop fitting and design has progressed to consumer-centric solutions, and design has evolved in both spatial and emotional senses with a strong flavour of entertainment in the offering. It is important to remember that customers are exposed to nearly triple the amount of SKUs in a gondola within the same space as two to three years ago, so more products are vying for less space and attention from sensory-overloaded Customers.

Good design helps to de-clutter the space and leaves an entertaining, memorable experience that adds value to the shopping environment.

Why should retailers invest in shop fitting innovation?

To improve customer service, the integration of digital aids into the shelving systems provides additional information at the point of purchase. Digital signage decreases the use of paper and ensures more accurate pricing and information, and reduces costs.

Professional design and planning will ensure better flow of traffic. Standardisation of store fixtures can lower operational costs, especially when standards are applied to a chain or regional roll out, reduce energy costs, and lighting design can include energy efficient solutions.

Can you offer some simple tips on how retailers can transform their stores without bringing in outside companies?

• Listen to customers' needs and suggestions from members of staff.

• Create an internal team to establish problem areas and to develop a solutions-task team.

• Issue a questionnaire and ask customers about their experience.

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