A retail designer must create a thematic experience for the consumer, by using spatial cues to entertain as well as entice the consumer to purchase goods and interact with the space.*Lopez, M. J., 2003. "Retail Store Planning And Design Manual". 2nd ed. Cincinnati, Ohio: ST Publications.p.1Barr, V. and Broudy, C.E., 1990. "Designing to Sell". 2nd ed. New York: McGraw-Hill, INC.p.9 The success of their designs are not measured by design critics but rather the records of the store which compare amount of foot traffic against the overall productivity. Retail designers have an acute awareness that the store and their designs are the background to the merchandise and are only there to represent and create the best possible environment in which to reflect the merchandise to the target consumer group.*Lopez, M. J., 2003. "Retail Store Planning And Design Manual". 2nd ed. Cincinnati, Ohio: ST Publications.p.4
