SOAPBOX CHRYS CHRYSOSTOMOU
SOAPBOX
Monthly opinion pieces from the trade
Store design and cabinet security
By Chrys Chrysostomou , managing director of Elelock Systems
As we know , not all retail store environments are the same . A retail store ’ s design and environment is carefully crafted to maximise the potential sales of the products being offered . Luxury products such as jewellery and watches require a very specific store design to ensure the products are showcased effectively .
A study conducted by the International Journal of Scientific and Technology Research in 2014 showed that the design , layout and atmosphere are two of the main attributes that affect the consumer when visiting a store . This highlights the importance of the roles conducted by the architects , furniture designers and shop builders to ensure a store is attractive , welcoming , interesting and functional so shoppers browse for as long as possible .
One of the most aesthetically significant aspects of a store , is the design of the display cases in which the products are presented to the customer . They must be attractive and must not obscure the potential buyer ’ s view of the products inside . However , due to the value of the goods they contain , they must also be very secure .
There are two main ways to effectively secure a cabinet . The first is by using appropriate construction materials such as reinforced wood and specially toughened laminated glass . Using the appropriate construction materials can make it very tough to smash your way into a cabinet with hand tools .
However , if the cabinet cannot be
breached by the initial method of attack , the perpetrators will move to the second method , the locking mechanism . This is where specialist cabinet security systems such as those supplied by Elelock Systems can help by providing secure electronic cabinet locking systems that are invisible from the outside . Unlike mechanical locks that use conventional keys , a well designed electronic locking system provides no indication as to where the locking points are thus making an attack much more difficult .
By working together , architects , designers , cabinet and furniture manufacturers and security specialists can ensure that the client ’ s store is developed to be cohesive and engaging to the consumer . Involving as many members of this ‘ virtual team ’ together as soon as possible is the best way to ensure a finished store truly meets the requirements of the client .
The advent of new manufacturing materials and methods have recently resulted in more innovative store designs using materials such as resins , concrete , specialist glass with designer inlays and even 3D printed stores manufactured on site . This in turn has resulted in more novel and unconventional designs being generated which can create a stunning environment for potential buyers to visit .
So , with an interesting and attractive environment , the next aspect of the atmosphere to master is the buying experience .
For years , retailers have invested millions in staff training to ensure the customer is cared for appropriately . Despite this , a consumer study conducted by the UCLA Anderson School of Management revealed that 46 % of consumers feel that the buying process can be too slow and 32 % dislike waiting for a display cabinet to be unlocked . Once again , issues like this can be overcome by ensuring cabinets are easy to open and keys are easy to access . A friendly , subtle chime emitted by opening an electronically locked cabinet can be a surprisingly satisfying addition to the buying experience . Some stores have made the cabinet a central part of the product presentation by utilising motorised opening mechanisms or disappearing windows to really impress the client without compromising security .
High street and luxury retailers are moving quickly to adopt new materials , designs and technology systems in their stores . By engaging with specialist suppliers , manufacturers and designers early in the design process , retailers can maximise their sales potential and ensure their store is best in class the moment it opens .
Chrys Chrysostomou is the managing director of Elelock Systems Ltd , a UK manufacturer and supplier of world class specialist electronic locking systems for the retail industry . www . elelock . com
24 JEWELLERY FOCUS
February 2018 | jewelleryfocus . co . uk