Modern Retail: Guide to Shopfitting August 2022 by Modern Retail

August 2022

modernretail.co.uk

GUIDE TO...

SHOPFITTING CREATING EXPERIENTIAL RETAIL SPACES: POSTMARK

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CONTENTS How to fit out a new shop in 6 steps

06-07

How to create different retail areas with VM

10-12

How to create signage that meets your objectives

14-16

Window and product display tips

20-21

Dealing with seasonal stock

24-25

Themes for retail displays

26-28

Creating experiential retail spaces: Postmark

30-31

Contributors

Credits

Thanks

Managing Editor Rob Gamage - rob@modernretail.co.uk

Many thanks to all those who provided editorial content or images, helping us to compile what we hope is a useful and informative read! Please send any comments or suggestions to rob@modernretail.co.uk.

Content Editor Holly Worthington - holly@modernretail.co.uk Business Development Manager Emma Mjekiqi - emma@modernretail.co.uk

Holly Worthington Holly brings a wealth of experience in both print and digital publishing. As Modern Retail’s Content Editor, Holly is passionate about helping independent retailers to thrive in today’s ever-changing market.

Modern Retail is published by Considered Digital Ltd (Registered Company Number 12684643), 24 Frankland Road, Croxley Green, Rickmansworth, WD3 3AU.

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How to fit out a new shop in 6 steps A shop is much more than a space filled with fixtures, fittings and products that people like. Successful shopfitting is all about the overall experience, turning an empty space into a captivating and exciting destination for shoppers.

Create a list of each cost and this will help you to understand the total budget required, as well as any areas that you may need to shop around for more competitive prices.

3. Consider expert advice This list of 6 simple steps can help to remain on track when fitting out a new retail space.

1. Plan your space Plan a space for functionality, making sure there is adequate room for various displays, payment areas, queues and backof-house storage. Depending on your budget, it can be beneficial to utilise the existing layout wherever possible, for example, keeping lighting in the same place to avoid the cost of reconfiguring wiring.

2. Determine a budget The next step is to confirm a realistic budget for the full project. It is important to make sure you leave some finances available for some unforeseen costs.

There are elements of fitting out a shop that can be beneficial to outsource. Some retailers will want to utilise the skills of a shopfitting expert, to gain inspiration or have them manage the project. Others may seek the advice of local businesses that can turn their vision into reality for a lower cost, or even use their own creativity.

These tips can help you to invest in the most suitable, long-term additions: • Keep it simple and don’t overcomplicate the layout • Know your priorities and focus on these first • Use fixtures and fittings that can be repurposed throughout the year • Utilise cost-effective props, lighting, paint and positioning to create excitement

4. Purchase fixtures and furniture To create a shop that looks professional and works as a functional retail space, you should invest wisely in fixtures and fittings. Begin by understanding the types of products that you stock and the ways that you want to display them. For inspiration, visit similar stores, or look online to make sure your chosen fixtures and fittings help you to present items desirably, as opposed to making the space feel cluttered.

Contributor: Holly Worthington Holly brings a wealth of experience in both print and digital publishing. As Modern Retail’s Content Editor, Holly is passionate about helping independent retailers to thrive in today’s ever-changing market.

Requirements typically include shelving units, racks, islands, display stands, seating, props and heavy-duty shelving for the storage area too.

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5. Buy equipment Once the majority of the main fixtures have been fitted, it’s time to invest in the shop equipment that you need.

“Buying second-hand equipment is a great way to reduce the cost without having to compromise on quality.”

These often include: • Signage • CCTV for safety and security • Smoke detectors • Alarms • EPOS systems • Label makers Remember, buying second-hand equipment is a great way to reduce the cost without having to compromise on quality, so try searching online for pre-used retail equipment if you’re on a tight budget.

6. Start displaying your products Finally, it’s time to begin displaying your products, bringing the vision that you initially had to life. Looking for more guidance? Modern Retail’s Ultimate Guide to Visual Merchandising is a great source of inspiration.

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How to create different retail areas with VM In this piece, David Anthony shares examples of how to create different retail areas through visual merchandising.

Why learn how to create different retail areas? Many retail spaces are large and can lack character until they have been designed to suit the products instore. Understanding how to create different retail areas within a shop is key to creating an exciting instore journey for customers, while differentiating specific zones or themes.

How to create different retail areas Here’s what David Anthony had to say about the best ways to create different retail areas, as well as fantastic imagery to show this in practice.

IKEA: Scandi Home Style IKEA is a great example of a brand that knows how to create different retail areas while selling products. “When IKEA started, the instore experience wasn’t as exciting as they had

less visual displays. It was quite a radical shift when a few years later, they started to implement this room setting style. They still have the path that you follow, but they now bring different items together and use these types of room settings. From a visual perspective, this brings different items together that are similar, which inspires customers and gives inspiration. The great thing about displaying products in this way is that you can showcase products that are very individual in a harmonious way that tempts people to purchase. It helps you to see various items together, giving you ideas by showing you what they could look like in a display in the way that you would utilise them.”

retail areas through mood lighting, props, screens and curtains.

Key Takeaways

• Room settings help to bring individual products together

• Plants can be used to create a fresh feeling environment instore

• Giving examples of products in use, helps to upsell and encourage impulse buys

• Use natural materials such as wood to communicate a sustainable feel

• Product grouping plays a key role in creating harmonious displays

• Presentation makes a huge difference to the instore vibe

• Consider taking shoppers on a journey throughout the store

• Divisions don’t have to be walls. You can use curtains, screens, rails and much more

H&M: Sustainable Concept H&M’s sustainable concept store has worked to successfully create different

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“When they first opened, this sustainable H&M store had a lot of plants inside and outside the store, as well as a lot of stonework on the floors and natural materials like wood in their staircase, carrying through the theme. It creates a very different mood to the typical H&M store, which is typically quite white and stark. They use mood lighting and props, as well as screens and curtains to create different areas within the store. This presentation makes you look at the stock differently, as it feels very neat and tidy.”

Tailor & Forge: Lifestyle Homeware In this example, Tailor & Forge has used visual merchandising to create

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“There are many ways to create different retail areas, even in the largest of spaces.”

different retail areas, simply by making the most of colour, texture and carefully positioned props.

• Certain retail spaces can work as an easy backdrop for products

“The old barn-type, warehouse space gives it a vibe which means once you start putting products in it, it merchandises in a nice, lifestyle way. This type of space works as an instant backdrop to the stock. Because the stock is so unique, you can afford to display it in an individual fashion, putting together lots of individual items to tell a story. They have used the perimeter of the space well to stop it looking too cluttered, utilising props such as a dining table to display various items and creating shapes in corner spaces. For example, the greenery wall with the triangle shape on it works to create a different backdrop, which makes it clear that it’s a different space without a wall or divider.”

Wolf & Badger: Independent Lifestyle “Wolf & Badger have taken this warehouse space and created different areas, making mezzanine levels with natural floors. They have also used columns and walls to create different departments, such as menswear, womenswear and a concept store for the Papersmith brand to be in. When you enter, there’s a plant botanical area which leads to the beauty area, creating a mini department store journey. They do a great job of showcasing independent brands that they appreciate and who are sustainable and ethical, in line with their ethos.

Key Takeaways Key Takeaways • It’s possible to create different retail areas without using walls or dividers • Props can help to display items without making it feel cluttered

• Think about customers’ journeys and create different retail areas that make sense next to each other • Mezzanine levels can be a great way to utilise high spaces • By using pre-existing columns and walls, you can save money instead of spending to create different retail areas

Summary: How To Create Different Retail Areas There are many ways to create different retail areas, even in the largest of spaces. The key to success is to understand the space, knowing the various zones that you would like to create and getting creative with the best ways to visually, or physically, divide the space.

How to create signage that meets your objectives The purpose of retail signage is to communicate with customers and ultimately encourage sales. It plays a key role in the way that consumers perceive and remember your brand. This article takes a look at the various ways that signage can be used instore.

Take instore customers online

Communicate your brand personality

Signage and messaging can be used to encourage shoppers in a physical store to also engage online. As an example, creating signage that includes a hashtag can work to grow engagement on social media, helping to boost customer loyalty and brand reputation.

Almost every brand that people love will have a certain tone of voice. Why not communicate your retail brand’s personality by featuring quirky quotes, or interesting pieces of information that your target market will enjoy? It’s a great way to capture shoppers’ attention and grow loyalty through an exciting brand identity.

Image Credit: A1deSIGNS

Enhance instore experience Wayfinding signage helps customers that are looking for a specific item. It enables them to navigate their way around whilst encouraging them to browse on the way to the area they require. It also prevents shoppers from becoming frustrated by being unable to find what they need. Contributor: Holly Worthington Holly brings a wealth of experience in both print and digital publishing. As Modern Retail’s Content Editor, Holly is passionate about helping independent retailers to thrive in today’s ever-changing market.

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Image Credit: Signage Order Pieminister, Pinterest

Encourage sales Create signs which help to eliminate barriers to purchase. These can include promotions and information about specific ranges, but many of the most successful retailers find creative ways to encourage sales. For example, you could

“Signage can be an effective method of capturing customers’ attention, tempting them to make a purchase, while creating an enjoyable instore journey and encouraging loyalty.”

demonstrate five ways to wear a shirt on sale, or include an ‘If you like this kettle, you’ll love this toaster’ sign.

Share essential information Make it easy for shoppers to find what they need by making the most of signage. Common ideas include large signs that state the category of products sold in an area, or messaging on clothes tags or displays that share prices and sizing information. Make sure you have a way to communicate all of the essential information that consumers need to make a purchase decision.

Summary Signage can be an effective method of capturing customers’ attention, tempting them to make a purchase, while creating an enjoyable instore journey and encouraging loyalty. The most important thing to remember is that whichever signage you choose to use, there should be consistency, helping to confirm a brand identity that shoppers love.

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Window and product display tips Selling is more about the story than the product and price. Sales are driven by brand image, perceptions, shoppers’ interaction and their understanding of the brand offering. Physical retail offers something that ecommerce cannot; the ability for shoppers to become immersed in the theatre of shopping. Successful visual merchandising (VM) tells stories through display. One of the most direct and narrative ways to do this is through windows. They are literally the windows to the world for a retailer and when customer expectations are met, they can increase footfall and reaffirm visual marketing.

Top Tips For Windows:

Top Tips For Product Displays:

1. Refresh them to keep them current by introducing a new story or theme

1. Ensure they are clearly zoned, well organised, neatly displayed and priced

2. Use messaging to welcome customers, showcase themes and grow interest

2. Use signage where required to improve the customer journey, for example, featuring wayfinding information

3. Invest and spend time in window displays, as they are typically they are the first physical touchpoint a shopper has VM directly affects how a shopper navigates and interacts with the store and product. When it’s done well, it increases sales. ‘Silent selling’ is a hugely important part of the customer journey as it is when purchase decisions are made, and when brand perceptions are formed. The methods of merchandising vary widely with what is on offer, but it all hinges on making the customer journey easy and interesting, whilst removing barriers to sale.

Contributor: John Abbate, Northbanks

With over 25 years of experience in retail design and visual merchandising for global giants such as Ralph Lauren, Levi’s and Alfred Dunhill, John joined Northbanks in 2017. John is passionate about using his experience to help brands develop and implement or improve their retail brand identity.

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3. The store must look fresh, clean and well-lit at all times 4. Use retail space, shelves and rails wisely. Balance profitable money-making products with ones that are important for the brand image, create interest and eye-catching displays 5. VM adds value by adding desire, which is important for the margins. The worst mistake is to cheapen expensive items by displaying them poorly By knowing how to get the most out of your product displays, you can connect with your target audience and tell a story through great retail experiences.

Dealing with seasonal stock Everyone complains that Christmas comes earlier every year, but for retailers, it really does. When wholesalers start to sell Halloween, Bonfire Night and Christmas products, the time is coming to make way for some seasonal stock, whether you sell Halloween costumes, sweets, fireworks, or enough Christmas stocking fillers to sink a battleship. Seasoned seasonal stock retailers will have crafted procedures to help their team prepare for the upcoming busy period. However, sometimes in the mad rush, certain things can be overlooked. This is why we are sharing top tips for dealing with seasonal stock safely.

Clear the decks This is an excellent opportunity to have a sort out and general tidy up of your stockroom. It’s worth taking the time now to update your inventory to make a record of all the stock you currently have. If you have been doing this for a long time, you will have a good idea of what sells and what doesn’t. If a box of Halloween costumes has been circling your stockroom for a couple of years, then you

know it’s probably not worth buying more of them. Keep an eye out for trends and carefully pick the products you wish to buy. By doing this, you can make sure you have plenty of space in the stock room, as well as on the shop floor.

Rotate slow-moving stock If you have Christmas, Bonfire Night and Halloween stock in your store, then store it in seasonal order in your stock room… after all, people probably won’t want to buy Halloween decorations at Christmas. Keep faster-moving stock at the forefront, but make sure that the slower or non-seasonal stock is still easily accessible, as you don’t want to be clambering over cardboard boxes to reach it.

Consider fire safety With extra seasonal stock comes extra cardboard boxes, so make sure you dispose of all packaging correctly and safely. Keep flammable or explosive stock, such as fireworks, away from heating devices or direct sunlight. Your external bins should be at least three meters from your business premises, as bins full

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of cardboard could be a temptation for arsonists. Keep your shop safe, fire exits clear and fire doors shut.

Embrace the season and sell your stock ‘Tis the season after all, so make sure you embrace it. Dedicate areas of your shop floor to seasonal stock and encourage your customers to take a look before it’s gone. Be careful leaving high-value stock on display overnight or in blind sections of your shop, such as poorly lit areas or those with no CCTV coverage, as this can be tempting to criminals. If you find that your stock is not moving as well as you anticipated, why not embrace some seasonal marketing? It can be as simple as putting a board in front of your shop, or if you’re a little more tech-savvy, putting out a social media post.

Summary Knowing how to deal with seasonal stock throughout the year can have a direct impact on business success. The key to making it as stress-free as possible relies on understanding and organising inventory.

“Keep faster-moving stock at the forefront, but make sure that the slower or non-seasonal stock is still easily accessible.”

Themes for retail displays A great way to tell a story through your brand is to use themes for your visual merchandising (VM). To decide on a theme, you should begin by understanding what your target market wants to see. Carry out market research and look for common themes that you can make your own. When thinking of a theme, consider different ideas that will accompany your products well. This can then be continued all the way throughout the store, from the window display, across the shop floor and all the way to the checkouts.

Themes could include:

Seasonal themes Showcase your winter ranges of products as the colder weather sets in, or create a beach theme throughout your store as people prepare to book summer holidays. Think about autumnal colour themes, or even flower-themed displays in Spring.

Holiday themes Create stand-out themes that show off your products, whether it’s in the form of a Christmas, Valentine’s Day or Halloween display. Capture the attention of passersby, while positioning gifts and products at eye level.

Back to school This popular time of year is one where new bags, shoes, stationery and clothing are needed. Use this theme to create

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captivating displays, whether you use mannequins to model school uniform, or create a display of your rucksack range.

Anniversaries and milestones Celebrate positive news, even if it’s your own. The growing support for local retail means people are passionate about the success of local businesses. Whatever the milestone, use it as a reason to spice up your VM. An example of this could be your 10th year in business.

Local events or collaborations Creating displays that align with local events, charities, or other businesses is a great way to engage your target market. Show your support for the community by sharing interesting information, celebrating local successes and showing that you’re up to date with what’s happening in the local area.

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“When thinking of a theme, consider different ideas that will accompany your products well.”

David Anthony David is a London-based Visual Merchandiser and a member of Modern Retail’s Editorial Board, with over 30 years’ experience and a background in fashion & homewares. Visit David’s blog at www.davidanthonycreative.com for more retail stories.

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Creating experiential retail spaces: Postmark Shopfitting has many purposes, from initially capturing shoppers’ attention, to creating a memorable experience that grows loyalty.

Postmark is an example of a retailer that has designed its shop in a way that creates special moments for its customers; something which is unique to instore retail. We take a look at the ways they have achieved this.

Creating a focal point Postmark introduced a new addition to their Wimbledon shop, adding an element of drama to their instore design which has tied in perfectly with the products that they sell. Adding a cherry blossom tree at the centre of their store, Postmark created a focal

point that draws customers instore. This statement addition has helped to make the store stand out from competitors, as well as making the space one that fills customers with inspiration. As well as having aesthetic benefits, the cherry blossom tree has also been used practically, enabling Postmark to display its range of Jellycat toys effectively.

Making an instore experience Postmark also created a writing snug, a neon-lit, comfortable and quiet corner, just beyond the cherry blossom tree, for customers to be able to sit and write the cards bought instore. This space is regularly used by those in a hurry to write a card before they head off to a party, or ones that they wish to be sent by Postmark’s in-house postal service. Remaining on-brand, this space

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works perfectly to bring convenience to those that enter the shop. Their instore innovation helps creativity to flow, turning the retail space into a place that shoppers of all ages enjoy.

How retailers can create experiences instore These points can help you to create a stand-out instore experience that aligns with your brand: • Consider ways to engage customers • Understand ways to bring your products to life • Find solutions to your customers’ pain points • Create memorable and exciting instore experiences through shopfitting

“Their instore innovation helps creativity to flow, turning the retail space into a place that shoppers of all ages enjoy.”

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