Pavlik Design Team specializes in creating retail spaces that are convenient and enjoyable for consumers, while maximizing performance for clients.

Who isn't tempted to pick up a magazine with an eye-catching headline while waiting in the grocery-store checkout line? And who hasn't thrown a pack of gum in the cart at the last minute?

These products are not conveniently placed at the check-out line accidentally. According to the Pavlik Design Team (PDT), these displays are calculated strategies designed to increase consumer spending.

PDT specializes in creating retail spaces that are convenient and enjoyable for consumers, while maximizing performance for clients. "The ultimate design strategy for the retail segment is to provide the consumers with an experience, while increasing sales for the client," Partner Placido Herrera says. "There are a lot of design strategies implemented into retail environments, and the goal is to make consumers return and become loyal customers."

Founded in 1969, the Fort Lauderdale, Fla.-based company offers architecture and interior design services for a variety of clients. According to Herrera, PDT has completed work for clients in retail segments including big-box, supermarkets, restaurants, department stores, spas, and automotive and corporate facilities.

The company's portfolio consists of major department stores including Lord & Taylor locations across the country, along with international retailers. It has also designed for high-profile malls and lifestyle centers, including the Miami International Mall.

‘A Deep Understanding'
To ensure each space fits its unique requirements, PDT works closely with its clients. "We have to have a deep understanding of what our clients' needs are when they come to us," Herrera explains. "We have to essentially create a facility that is functional in regards to selling products and provides amenities that deliver an experience. To do this, we focus on creating an environment where customers feel comfortable navigating through the space and enjoy the shopping experience."

Many times, meeting this need requires more than ensuring products are accessible to the customers. "We try to anticipate what customers' needs are and how to make the experience unforgettable," Herrera asserts. "This requires us to make sure cashiers and customer service stations are accessible and well placed.

"Basically, we try to make sure consumers can go through the shopping process easily and smoothly. Fixture layout and lighting play a strategic role in making the consumer want to purchase more."

Creating an Experience
One of its most exciting markets is the automotive segment, where PDT has created unique car-buying experiences. "We're trying to instill in the automotive industry that the car-buying process is an experience," Herrera says. "It happens to be the second-largest purchase a person will make in their lifetime, aside from buying a home.

"Therefore, we need to create a memorable experience to leave an impression that will build consumer loyalty and, hopefully, encourage them to return to buy their next car from the same dealership.

"If the car meets their expectations, and they had a positive buying experience, people will come back," he continues. "The industry is starting to understand that there really is value in providing a positive experience for the buyer."

PDT has created automotive facilities that feature amenities such as lounges, bistros, nail salons and entertainment areas for children. "We are pioneers in promoting this concept," Herrera claims. "Today, the automotive industry is becoming more conscious of their customers, so we've been creating facilities that are grand in nature, with many unique amenities."

Supermarket Sweep
Similar trends are occurring in the supermarket segment, where many chains are attempting to create more of an experience for shoppers. PDT strives to design supermarkets that create a more memorable experience, Herrera explains.

"The right experience should leave consumers believing the space fits them better than stores that are basically boxes filled with products," Herrera says. "We create zones and shopping vistas that are easily identifiable. Great lighting and graphically enhanced environments provide a sense of freshness and value.

"Even value-added retailers are moving more in this direction," he continues. "These stores, which are typically more about value than service, are starting to offer eateries, coffee bistros, eye care, healthcare and banking services. Convenience is key for a one stop shopping experience."

Growing Strong
PDT has a solid strategy for growth, centered on expanding its services into new geographic markets, Herrera says. "We're entering new markets every day," he asserts. "We're already an international company, but we'd like to grow our presence around the world."

The company has performed work in Korea, Japan, China, Mexico and South America. PDT sees tremendous potential in India, Dubai and Eastern and Western Europe, according to Herrera.

"We're looking to grow our international presence aggressively in the next few years, to the point where we can grow our staff of 100 into a 200-employee firm," he explains.