There is an art to advertising within a shop space, one that some retailers may even consider to be a science. Every element of a shop space comes into play, from the fundamental landscape of lighting to the location of certain product displays. Such considerations aren’t just for increasing a product’s sales but also for improving brand perception and even helping customers navigate a shop space.
To master such an art is to transform a space into an appealing one, an environment that customers can enjoy comfortably before leaving with a positive image of both certain products and the brand as a whole. If you aren’t already employing the following five considerations in your retail design, then you may be falling behind on the high street.
Light The Way
Customers will primarily read a space through its lighting. Hero displays, for example, will be generally illuminated with spotlights, drawing customer attention to a very specific area of the interior space and, often, a certain product. This design not only helps to increase the amount of attention a product will receive, helping to increase its sales, but also to represent a brand’s quality and message as a whole. Hence the name hero display.
Signage
The traditional method of signage remains important. This is because, among a number of new visual developments, a simple sign remains both an affordable and effective way for retailers to reach customers. There are an extensive number of options for installing signage and implementing visual media into a shop space, with many retailers prioritising specific sign and sign fixing for the trade
Sales Representatives
Employees who interact with customers are, for the retailer, one of the most effective ways of advertising. In addition to being able to reach a broad number of shoppers, sales representatives are also able to cater advertisements to specific customers, ensuring that only those interested in potential offers and products are advertised to. This process is known as personalised shopping and has become increasingly popular among retailers in recent years, especially as high street retailers seek to offer services that e-commerce platforms cannot.
Window Displays
From the high street, customers will glance at a shop front for only a moment. If a window display is effective, this moment is all a retailer needs to advertise its products and brand, while drawing customers inside. Whether a retailer takes on the task of designing their own window or leaves it to the expertise of shop equipment hire services, it is worthwhile to give a sizeable degree of consideration to window displays because, for every hour of the day, they are the most direct form of advertising a brick and mortar shop can offer.
Digital Connectivity
Successful high street retailers do not compete with digital sales but, instead, embrace them. Customers who enter a shop space can, for example, be encouraged to sign up to a mailing list so as to receive offers. They can also be encouraged to follow social media profiles so that brands have a way to consistently keep them updated with new developments in store. This type of advertising is mutually beneficial to both the shop’s and a digital brand’s presence.
