Store Design Evaluation: Employee Preference of Selected Interior Design Elements in Two Department Stores

Retailing history reveals that what seems good today may be obsolete tomorrow. Improvements are constantly being made in store design, layout, and display fixtures to create a more flexible and attractive interior. However, it is difficult to forecast what the trends will be for retail design because the trends are based so heavily on changing consumer preference and merchandising approaches. When designing a retail environment, consideration should be given to the physical and psychological impacts on customer attraction, employee morale, and store operations (Lewison and DeLozier, 1982). "By identifying the desired image, targeting the right consumer, and communicating the right impression, the retailer creates a store image that is right for shopping and working" (Lewison and DeLozier, 1982, p. 170). Information from post-occupancy evaluations of retail environments assists professionals in developing general guidelines which can be utilized in the programming phase for retail environments. The information also can be helpful in establishing guidelines for new store construction, design alterations, or renovation of existing spaces.