The Role of Consumers in the Retail Design Process

Marketing and design emphasise consumer-centricity and advocate for a participatory, co-creative role for consumers. However, retail designers often view consumers as constraints with limited influence on store design. A literature review analysing retail design from a consumer perspective reveals three key approaches: brand-based frameworks, which align retail design with brand identity; handover-based frameworks, which incorporate consumer insights in a design brief; and empathy-based frameworks, focused on understanding consumers through iterative design. In these frameworks consumer participation remains minimal. Barriers to greater involvement are largely linked to the role of the designer. The review suggests that a more creative and participatory role for consumers in the design process could lead to more customized, meaningful experiences and make retail spaces more consumer-centric. A proposed 5-level ladder of consumer involvement offers a tool for aligning retail challenges with appropriate levels of consumer participation, enhancing consumer-centric design in retail spaces.