An introduction to budgeting for design for independent retailers

Independent retailers are a critical part of the high street mix, offering choice and service and helping each town centre preserve it's unique character. Independents may not have the design budgets of chain stores, but if they spend their money wisely they can compete and hold their own. So the question is where to spend your money to create the most impact?

The top priority is the shop front. Then, inside, concentrate on three things - lighting, colour, and signage. Budget for professional contractors, remember to allow time for the work and invest in a retail designer.

1) The shop front

To improve the drawing power of your store concentrate on the best quality shop front you can afford and don't cut corners here.

The sign over the door is the most important single element, make sure this is designed by an experienced graphic designer, not the sign maker! Window displays should be kept simple - an easel with a promotion for example - always remember less is more. If you stock big brand names then put their logos in the window.

2) Lighting

Retail lighting is all about getting light where it is needed - on the merchandise. Generally the best way to do this is with spotlights on tracks. All other light is superfluous.

3) Colour

With colour, there should be a grand plan, the colours on the fascia should co-ordinate with the colours on the walls, the floor finish, and point of sale material.

4) Signage

Use the graphic designer that worked on the shop front to produce some ideas for internal signage to make sure that it is consistent throughout. Internal signage can play an important role in helping customers understand what's on offer and find the right goods for them, especially if you stock a diverse product range.

5) Choosing a contractor

The design of the shop is crucial but don't forget about how the new look is implemented. The key to spending money wisely is knowing exactly what is wanted and effectively communicating this to your contractor. Create a set of drawings and a written schedule of work to send to four or five contractors for pricing.

Save money by either using the keenest priced contractor or referring to the best price when negotiating with your favoured contractor.

However, before you appoint anyone, even for the smallest job, take time to check up on references and make sure their work is up to the required standard. A quick phone call to previous clients will establish if the work was completed on time and in budget. Choosing the wrong contractor can prove to be a costly mistake as the store may be closed to business while problems are dealt with.

6) Remember to budget for timing costs

Bear in mind the timing of the work. Often revamps mean closing the shop for up to four weeks which can be costly in terms of lost business. Plan the work so that it takes place during a quiet period of the year to lessen it's impact on trade. Project manage your contractors so that they are all on site when they are needed and no-one is left waiting on other trades.

7) Invest in professional design advice

One last piece of advice is to employ a professional retail designer. Although you will pay higher fees up front you will be rewarded with increased profitability and also benefit from practical design advice which will ensure that every penny is spent effectively. A designer can produce the drawings and a schedule of works that you can use to clearly communicate with your contractors and avoid costly misunderstandings. Allow between 7 to 15% of your overall design budget for professional design fees.

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