Formulating Physical Exterior Design Factors in Creating Exciting Retail Stores in Malaysia

Abstract

The Covid-19 outbreak in 2020 has caused hard time for the physical retail store. As to recovery, to increase profits retailer need to look for alternative way to improve shopping value. Past studies had identified several customers-oriented on store environment attributes impact consumers perception. However, until today there are no specific guidelines available regarding creating a good store design mainly after the post-pandemic on the retail stores environment context in Malaysia. Therefore, the aim of this study is to identify and propose the influences of various store environment physical exterior design factors in retail stores and study their effect on customers behavior. The study applied qualitative research methodology a case study which employed observation and interviews, on a selected fashion retail store.The results shows that behavior intentions among customers included store choice and purchasing can be induced by creating unique shopping experiences with the help of store environment physical exterior design factors. Therefore, to give little attention to the store environment physical exterior design elements by the retails owner are important without set aside the safety SOP to stay advantages in today's competitive market.