Simone has 30 years experience in making sense of the overwhelm many retailers face when it comes to the design of their spaces, and moulds the “customer experience” to create memorable and successful outlets.

 

“Stores must work commercially through the functional (tangible), and atmospheric (intangible) elements. All too often, as spaces evolve over time to meet commercial demands, these principles fade away and the customer experience becomes muddled. I understand that people (both customers and staff alike) should be able to move naturally through the spaces we create, be that hospitality, retail or the public realm surrounding. When a customer visits a retail store, they immediately make an association between the products sold in the store, their price, and the store’s “tone of voice” and ambience. The retailers’ presence and identity must be woven through all of these elements, or else the consumer experience is confused and disjointed. I focus on helping retailers use the principles of “brandscaping” to create consistent brand messaging throughout the customer’s journey.

 

Ultimately want I want to achieve is that the customer is led through an experience that is effortless, enjoyable and memorable. The concept of “customer experience” as the new experiential approach to consumer behaviour has always intrigued me and I’m always looking into the relationship between retail and hospitality environments and the public realm.” ~ Simone