Designing your Future

Posted on | July 1, 2005  
Writen by | Ian Griffith

Do you consider design to be a key factor in determining the success of you liquor store? It's more likely the convenience of your location, or a reputation for a reliable selection have been bigger factors than the use of design in your store. There are plenty of examples of successful liquor stores that don't have a logo or a consistent style for communicating with their customers. Neither has been necessary to meet customers' expectations of a reliable business.

However, the importance of design increases when you meet your customers online. The design of your website creates a strong impression about your credibility. While a good impression needs to be supported with relevant product information and helpful navigation, stores that intend to move online don't want poor design to stand in the way of a sale. Most people know this intuitively from their experience shopping online, and often the most exciting part of building your store's website is arriving at a design that feels like it fits your business.

In a recent book “The Substance of Style”, New York Times journalist Virginia Postrel examines how the role of aesthetics and style are transforming our culture and economy. She explains how the age of mass production has given way to an age of mass customization. We have escaped from the mass-produced monotony of standardized products for a new age of mass-produced variety. Brief reflection on how the selection of products on your shelves has changed over the years will show this trend has been very influential in the liquor industry.

Variety and design are obviously important to your customers and the opportunity exists to leverage this trend to create a business advantage. Your store is different from any other store and your website needs to reflect this difference in a way that brings value to your customers. A good design will understand who your customers are and what you want them to do when they visit your site. While you may carry many of the same products as other stores, customers who enjoyed shopping on your site will return. The effectiveness of your web design is a powerful ally in influencing your customer's shopping experience.

It is never too soon to start generating ideas that will contribute to the design of your website.

* Visit other retail stores online, not just those that sell wine and spirits, but all kinds of retailers, then try to describe what you like and why it appeals to you.
* What kind of tone and feel are you looking for with your site? Is it important that your site appears business-like to match your target audience, or should it be more casual and comfortable so that customers can enjoy hanging out?
* What are the business priorities for your site? Do you use consistent product promotions in the store that can be mirrored on the website? Do you want to promote regular events? Will you be sending out an email newsletter?

Once your website has been launched and you have become comfortable with your online identity, it might be time to bring elements of your new design into the store for use with other promotions. You never know, the experience of shaping your online identity could give you ideas for news ways to profit from design.
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