Formation of the variable internal environment of the silpo trade institution taking into account corporate aesthetics

Abstract

This article discusses the concept of the internal environment of the company, a commercial institution, corporate aesthetics (brand book), the formation of the environment of a commercial institution on the example of the Silpo store in a thematic refined format, this is a new format of the store interior. Today it is an important area of ​​design development in the field of trade, because it statistically affects the number of sales of goods. This is a new and constantly growing direction in the formation of the internal environment, it has no boundaries, limitations of creative and creative potential, the development of the direction in the creation of a store-transformer.
Purpose: to determine the impact of store design on its interaction with the customer and the impact on sales, the effectiveness of development in the direction of transformation of the interior space.
Methodology. Established by the method of analogies and comparisons, namely the analysis of past years and present, domestic and foreign experience.
Results. The effectiveness of designer stores in attracting the audience and attracting new customers has been found out. The article gives examples of successful use of design in commercial establishments and the result of increased sales.
Scientific novelty. For the first time, the possibility of creating a store with a changeable design due to modern technologies and with minimal human participation was considered. The design of the store is based on theatrical scenery and a changing environment 2 or 3 times a year.
Practical significance. The obtained results give a new direction in the development of store design and the creation of transformer stores with a changing internal environment during the year. Development of modern «smart» design of trade establishments.
Keywords: internal environment; trade establishment; brand beech; Silpo; themed shops; transformation of the environment; modular furniture; formation of the store; automation; innovations; technologies; stylistics