Guide to...
JULY 2019
SHOPFITTING
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Contents Biggest VM trends of 2019
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How to benefit from display rotation
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5 Ways to brighten your customers day
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Creating shopper experiences that better your brand
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How to leverage technology instore
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5 Instant upgrades for your vm that cost under £10
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Less is more simplify your presentation
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Shopfitting to upsell and cross sell
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6 Tips to keep an inspiring window display
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Design your perfect cashier area
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Comfortable customers are spending customers
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Introducing sensory merchandising
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Signage Solutions with a difference
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Credits
Managing Editor Rob Gamage - rob@modernretail.co.uk Content Editor Holly Worthington - holly@modernretail.co.uk Sales Director Jamie Ezekiel - jamie@modernretail.co.uk Business Development Manager Emma Mjekiqi - emma@modernretail.co.uk Sales Executive Debs Harbron debs@modernretail.co.uk Client Services Executive Beki Rodrigo - beki@modernretail.co.uk
This month’s contributors Visit modernretail.co.uk to
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Thanks
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.
Holly Worthington
Zoe Hewett
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.
Zoë Hewett is a member of Modern Retail’s Editorial Board. Zoë is an interior designer with a background in theatre design and visual merchandising. A former Visual Merchandiser for Habitat, Zoë now specialises in helping independent retailers make their mark on the high street.
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The 5 biggest visual merchandising trends of 2019 As we head towards the second half of 2019, Modern Retail look into the five biggest visual merchandising trends of the year so far.
Contributor: Holly Worthington
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Virtual reality and augmented reality
a product would look like when built, before purchasing.
Technology is being increasingly used in retail, with virtual reality (VR) and augmented reality (AR) making the customer experience more interactive, captivating and informative.
AR is best used to overlay imagery on already existing settings, for example, projecting different clothing onto a shopper in-store, or seeing what specific artwork would look like on a wall.
The introduction of VR instore has proven an innovative way to enable experiences which would have previously only been possible through leaving the store. Examples of this include giving consumers a VR tour of a car using a headset, or even allowing them to explore what
Areas designated to VR and AR continue to innovate common practice, helping retailers to take consumers on a journey and helping to excite customers in a cost-effective and less time-consuming way.
Combining brick-and-mortar with online and IoT 2019 has seen many brick-and-mortar retailers disprove the idea that only e-commerce companies can offer a tailored experience. According to Infosys, an enormous 78% of consumers said that they would be willing to return to a store if offers were tailored to their interests and preferences, while 86% said they would pay up to 25% more for a better experience. For those who aren’t familiar with the IoT, it stands for the Internet of Things. This is essentially the extension of internet connectivity which links with physical devices and everyday objects. Methods of using the IoT to improve customers’ visits include tracking popular areas of the store and placing relevant adverts or information in these locations. Some stores have begun to place sensors near changing rooms which automatically call for a sales associate when somebody has been queueing for more than 15 seconds. This simple use of information works to increase the likelihood of spending, also creating a positive experience. Retailers are expected to continue making closer engagements with customers through internet-connected devices, creating in-store ‘download our app’ reminders and scannable codes for additional benefits.
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Experiential merchandising In-store experiences and popup activations have captured the attention of consumers this year, turning shopping into a more memorable experience. Nespresso is a brilliant example of a company using experiential merchandising, creating a premium feel through the design of their stores. Very few products are on show, with an emphasis on tasting bars and trialling the products for yourself. Their minimalistic and sleek brand image is complimented perfectly by knowledgeable ambassadors on hand to provide information about each product, leaving customers feeling valued. These displays are designed to make passers-by stop, whether it’s a themed window display, or entire store. More companies are now switching up their store design to reflect their brand image, creating areas for customers to try before they buy and see products in action.
Stores within stores Stores within stores are becoming increasingly popular, often being used to promote specific lines of products. Separate sections are being introduced by retailers, each dedicated to a particular theme or brand. Showcasing exclusive products, this design typically appears as a store
inside the main store, immediately capturing the attention of consumers. This design enables separate campaigns to run in chosen areas of the store, also meaning customers can find a larger variety of products within one location.
Data-backed merchandising Consumers love nothing more than products which are tailored to them, and what better way to do this than through data-backed merchandising? Whether it’s following an emerging trend, stocking a pair of jeans which are particularly popular, or using customer feedback to determine items which are in demand, using data to shape in-store merchandising is a simple way to grow business. There are countless methods of collecting data, from installing tablets at tills for customers to opt into market research, to conducting questionnaires and tracking the sales of varying products. This is a technique which is used by many of the world’s most successful retailers, for example, Nike, who create areas dedicated to products selling well in each store’s town. Data-backed merchandising is something we’re expecting to see a lot more of in the second half of 2019, working to make customers feel valued while selling based on preferences.
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How to benefit from display rotation
When it comes to capturing the
Regularly rotate stock
attention of consumers in the world
Most experts recommend that there should be changes made to your store at least once every week. It’s important to keep interest high with regular stock rotation, through updating window displays, moving shelving or changing the clothing on mannequins.
of retail, display is vital. There is a small window of opportunity (often literally!) to capture the attention of passers-by, so here are five tips to help you make the most of your display rotation.
Contributor: Holly Worthington
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Keep promotions relevant Create instore messaging and product placement which taps into current events. Whether it’s a particular upsell, public holiday or popular trend, make sure you plan ahead to hit shoppers with your message and take displays down so they’re never outdated.
Celebrate new products When you have new products to sell, make it clear. It’s not only
about attracting new customers, but keeping returning customers engaged. Place new products in the most visible positions and display them proudly..
Be tactical with product placement Take note of particular areas of your store where products seem to sell best and use this to your advantage. Think about the products you place in these positions, making sure they look appealing and encourage purchases.
Understand your footfall If you’re in a busy area where commuters constantly pass by, bear this in mind as high footfall means people will become accustomed to your shop more quickly. If this is the case, change your displays more regularly to ensure you’re capturing people’s attention.
5 Ways to brighten your customers’ days Lighting is an essential factor to consider when shopfitting, with different techniques being used to shape customers’ experiences.
Contributor: Holly Worthington
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Lighting is an essential factor to consider when shopfitting, with different techniques being used to shape customers’ experiences. The use of light can impact an entire shopping experience, making it possible to choose lighting which is specific to certain areas of any store. When we think of large-scale retailers or our favourite shops, we automatically picture their lighting. From Apple’s bright and vibrant
lighting, to Hollister’s dimly lit and atmospheric displays, each makes a lasting impression and there’s no reason independent retailers shouldn’t benefit from the same techniques. The first point to consider is which mood or reaction you are aiming to create. Would you like it to be consistent throughout the store, or would you prefer different areas to have varying atmospheres?
“Lighting impacts how we feel, what we think of a product, and ultimately the choice of whether to purchase or not.” - Mihaly Bartha, Head of Lighting at GPStudio
Step 1: Types of lighting
Decorative lighting
When it comes to lighting a store, it’s important to decide on the overall effect you are looking to create and choose lighting to fit. Ambient, accent, decorative and task lighting each bring unique benefits.
Decorative lighting is predominantly installed for aesthetic reasons, aligning with your brand image and making a statement. While it may not add much widespread light, the likes of a floor lamp or set of hanging pendant lights can be the finishing touch to any store. Don’t be afraid to try something new - decorative lighting is designed to be memorable!
Ambient lighting Ambient lighting is the overall lighting concept. The most noticeable lighting in any store, this ensures customers have plenty of light to see, having an impact on the atmosphere and making everybody comfortable instore. As an example, a bright lighting fixture in the centre of the store would create ambient lighting.
Accent lighting This technique is used to emphasise specific areas, displays and decor, quickly capturing customers’ attention. Often used in luxury stores to highlight desirable items, accent lighting features a ‘spotlight’ effect, drawing attention to specific products, as opposed to lighting a large area. Accent lighting can be installed behind displays or within cases as a backlight, brightening otherwise dull areas of any store.
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Task lighting Task lighting is exactly what you’d expect… it is lighting which serves a particular purpose. One of the first examples which a customer will see is a store’s sign and entrance area, lit to attract attention and welcome visitors. Task lighting should be fitted above cashier desks, creating plenty of light for staff to do their jobs comfortably, while also helping customers to pay with ease. Changing rooms should also be designed in this way, illuminated to create the best possible experience and make it easy to decide whether to purchase an item.
Step 2: Choose your fixtures
Step 3: Your visual hierarchy
Lighting fixtures can immediately make a statement, with countless options to choose from. Placement plays a large role in what you are able to achieve through your lighting, so bear store layout and desired effects in mind when planning. Whether it’s a unique chandelier, canister designs or entire room lighting, here are just a few fixtures worth exploring:
Use strategically placed lights to direct customers’ attention to priority items. Create a contrast to heighten levels of attention in chosen sections, highlighting specific shelves, displays or products. Remember to use contrast sparingly, as using it in excess can destroy its impact. Pinpointing a single product can work well, but if you’re looking to highlight a larger area, try backlighting your display.
• Suspended hanging fixtures • Track lighting • Pendant • Adjustable • Recessed
Step 4: LED or fluorescent? Traditionally, retailers have opted for fluorescent lighting instore, however LED has emerged as a cost-effective and more energy efficient alternative. Before deciding, it is important to understand the differences between the two. Typically, fluorescent lights
“Chosen lighting can have a significant emotional impact, directing shoppers to key merchandise and hugely affecting how they perceive your overall business.”
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are best suited for ambient lighting, while LED lighting can be used to illuminate targeted areas.
Key takeaways:
Step 5: Get inspired
• Make customers’ experiences enjoyable with well-placed lighting
Before you update your lighting, visit competitors’ stores for inspiration. Take note of lighting strategies which you think work particularly well and create winning combinations of your favourites.
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• Choose lighting to match your brand image
• Backlight larger displays • Pinpoint specific products • Side-lit panels can highlight items in shelving
How do we ‘measure’ our success? Continuous repeat business from clients is a good ‘rule’ of thumb!
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At Northbanks we believe informed design leads to great shopper experiences. Our captivating and innovative retail environments help your brand stand out from the competition and ensure you fully engage with your customers. The concession areas in our recent project with long-term partners Skinnydip London are great examples of this, they’re high impact, fun, vibrant and shout ‘look at me’ - much like Skinnydip London products themselves. Equally important were commercial considerations such as high capacity and flexible fixtures which counter the tight floor space, and a one-night install which ensured there was no loss in sales. By consolidating the design, manufacture and installation we can reduce the time and costs of projects, ensuring your investment is focused where it will create the greatest impact, in this case it meant the scheme was cost effective enough for a nationwide rollout, yet robust enough to wear well in high traffic stores. Your retail environment is as important as the products you sell it’s an extension of your identity and crucial in building the relationship between customer and brand. Our Shopper Insight service uncovers the drivers of your customer’s behaviour and helps to understand what motivates and influences their purchase decisions. By adding these findings to our knowledge and
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How to leverage technology instore Retailers are investing more than ever before in technology, with 55% of senior retail executives from the UK focusing on bringing technology instore this year.
There’s no denying that there is a growing importance placed on keeping up with technology trends, but which forms of technology are actually beneficial for brick-andmortar stores, and how can they be implemented?
The purpose One of the most common mistakes is introducing technology for the sake of it, without any strategy or planned benefit for customers. Decide on your aims first, then look to achieve these creatively. Here are some of the ways you can install cutting-edge technology, bound to impress.
QR codes An enormous 75% of Senior Retail Executives in the UK are looking to invest heavily in mobile throughout 2019, with QR codes proving a popular method of improving customer experience. When scanned on a phone, a QR code can take customers to a review page of each product, helping them to make more informed decisions, or even access specific information. Not only do QR codes work to bridge the gap between mobile and instore shoppers, but they also provide an area where large amounts of information can be shared and interaction can be incentivised. Contributor: Holly Worthington
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• Run competitions where those using QR codes can win prizes • Enable customers to check stock from their phone
Mobile POS systems Introducing a mobile POS system can increase footfall, capturing the attention of shoppers who may be deterred by a queue. By taking cashiers out from behind the till and having them take payment from anywhere within the shop, customers can be confident that they can quickly come instore and make a purchase conveniently. • Cashiers can guide customers through payment • Encourage interaction throughout the store • Eliminate queues and provide a personal touch
Augmented reality and virtual reality Augmented reality (AR) and virtual reality (VR) have both been proven as valuable pieces of technology, working to enhance a customer’s decision to purchase. While it can be reasonably costly to install, the potential benefits or AR and VR are significant. Linked to a screen, tablet or headset, consumers are able to visualise products which they wouldn’t otherwise be able to, speeding up the decision-making process. • Create a VR showroom where customers can view products in situ • Enable customers to view items in detail without taking up valuable space • Use VR headsets to tie into a
Turning tablets into sales tools
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widespread campaign and increase publicity • Use a front-facing camera and AR to show different glasses on customers
Tablets The use of tablets can bring numerous benefits to retailers. Make data capture simple by encouraging customers to sign up to rewards and loyalty programs instore. These screens can also be used to retain business when products are out of stock, making it easy for customers to order unavailable items and pick up without even having to queue. • Sign up to loyalty programs for discounts • Order for click and collect on a chosen date
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Integrating with social media
Interactive activities
Tie in customers’ online and offline journeys by integrating social media into your store. Encourage interaction on social media by promoting positive news instore, and make customers feel their opinions are valued by including their preferences in displays.
Nothing engages consumers more than an interactive display, especially when it’s on brand. Get customers competing, whether it’s through digital leaderboards or on-screen challenges which are linked to what you sell.
• Create a ‘tweet of the day’ screen where you share positive reviews
• Create a leaderboard for a brandspecific challenge
• Promote your number of followers and competition winners
• Use screens and interactive floors to excite customers
Dedicate a section instore to selling the ‘most liked’ products on Facebook
Without doubt, the main focus when introducing technology should be on the benefits it brings, as well as how it fits into the customer journey and improves their overall experience.
• Have customers write feedback instore and post pictures on social media
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5 Instant upgrades for your vm that cost under £10 Looking to improve your visual
1. Here Comes The Sun
2. Don’t get personal
merchandising on a budget?
Some stores will be more affected than others by the damage caused by strong sunlight depending on which side of the street they are located, the direction of the road and the surrounding buildings. But it is worth being alert to this easily avoided problem, especially as it costs nothing. Faded posters and notices quickly make stores look old and neglected. This is no good in the fast-paced retail industry where everything needs to constantly look up-to-date and fresh.
People buy from people, it’s true, but personal clutter on and around the service counter of a shop diminishes professionalism, and can detract from the brand image. The charm of independent stores is that they are unique, so of course it is very important to inject plenty of character into retail premises. However; the place where transactions are carried out should be free from family photos, novelty pens, toys or other personal knick-knacks. It can be difficult to get the balance right between personality and the personal, but generally speaking it is best to avoid resembling cluttered desk booths that have been made cosy by open-plan office staff. It can seem over-familiar. The emphasis should not be on you, but on your customer.
Modern Retail Editorial Board member Zoe Hewett offers 5 great tips…
Any product displayed in the windows will also be vulnerable to sun damage, so be sure to keep an eye and rotate displays more frequently if necessary. Even if you markdown ex-display products it will be difficult to sell them at all if they have been baking in the sunlight for too long. Avoid cladding the windows in yellow cellophane at all costs, as it is incredibly dated and obscures the view in to your treasures. Instead, consider delegating to shop assistants a weekly check for any items that need removing or replacing.
3. Quit using blu-tack Although blu-tack is a quick and easy way to fix important notices to glass door panes and windows, it is by no means the most attractive option. It can very easily look messy, amateurish and as though no effort has been made to keep a presentable front. Professionally-produced
Contributor: Zoe Hewett
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window stickers may seem hard to justify when cashflow is tight, or if only a temporary message is required, so a better solution to blutack or sellotape is transparent sticky glue dots. Available in permanent or repositionable strength, they are made by Bostik, Pritt and Scotch among others so are inexpensive and easy to source. Being clear, they won’t clash with any brand colours and will create a more sophisticated finish than those still using ugly blue blobs.
4. Handwriting is an art Unless you happen to be a keen calligrapher, avoid handwriting notices, as all-too-often they look horribly unprofessional. When you have a quick message to write or a one-day special offer to promote it can seem like a chore to print out a half-decent sign from the computer. It would be a waste of money to have these professionally printed, and of course handwritten signs do have character and charm. However;
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unless written by someone with truly beautiful handwriting and using a good choice of pen and paper, it is a wasted effort. Scratchy biros and nearly-dead marker pens are not a good look but, if embracing the handwritten suits your brand, then here are some tips to help you succeed. Chalk written messages on blackboards are currently very in vogue, but are also classic so will always look stylish. Available in any size, chalkboards have a place inside and out. The right typography can change the tone of the message to match your brand image. Even the least artistic person can make a beautiful sign by printing out the words needed in the right size to make a template. Cover the back of the paper in chalk, then tape it in position on the board. Draw over the words with a soft tipped pencil to make a transfer of the letters, then remove the paper and fill in the text on the board with map chalk or a chalk pen. If that’s too
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much bother, delegate it to one of the team, and if chalk doesn’t fit the store image, download and install some suitable free stock fonts from the web to use in making your own DIY printed paper signs. Use the same typefaces to unify your logo, storefront signage, POS graphics and pricing to create a professional, cohesive look. It will be worth the effort.
5. Spring Clean Regime Spring is great time for maintenance around the home – and shops are no exception. Even if your regular cleaner is committed and conscientious, your shop will love you back after a really deep clean and a thorough maintenance inspection. Go over
every square inch with a fine tooth comb looking for wear and tear, and make a list of any dirty, dusty corners, grubby shelves or cabinets, broken light bulbs, out of date info notices, prices, offers, ads etc. Delegate this task if you are too busy, and ensure everything on the list is actioned. It is amazing what grime you can notice when browsing a store as a shopper; details that people who spend everyday in-store would easily miss. Residue from sticky pads, double sided tape and sky hooks is ugly and always makes stores look particularly unloved, so invest in a bottle of Sticky Stuff Remover, and get rid of all trace as part of your Spring Clean regime.
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Less is more; simplify your presentation High street shops and independent retailers are taking a more simplistic approach to merchandising, cutting the clutter and looking to create a cleaner experience instore.
Carlos Castelán, Managing Director of the Navio Group, explained: “Whether through email spam or the five-second trailer in front of a music video, consumers have information thrown at them regularly and, in response, we’ve seen brands increasingly move towards simplicity.” Retailers often make the mistake of overcomplicating a welcome or cashier area, filling it with items in the hope of making an easy sale. This can, however, have the opposite effect where customers switch off because of the overcrowding. Retail design consultant, Seanette Corkill said: “You put too much up there all at the same time, and customers are just going to ignore the white noise of all that stuff.”
Contributor: Holly Worthington
Paco Underhill, author of Why We Buy: The Science of Shopping, explained the logic behind creating more of an experience and encouraging longer periods of time to be spent looking at specific products. He said: “By the time the person is starting to engage with the physical environment, some of the stuff you’ve put by the door is blown past.” To combat this, retailers are opting for a more simplified store design, creating clear separations between areas and focusing on an experienceled approach, as opposed to presenting large quantities of items. One of Underhill’s recommendations for retailers is to display a small
“You put too much up there all at the same time, and customers are just going to ignore the white noise of all that stuff.”
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“By the time the person is starting to engage with the physical environment, some of the stuff you’ve put by the door is blown past.”
number of priority items, using lighting and flooring which differ greatly from the outside environment. This approach has been proven to raise customers’ levels of awareness and concentration, making them slow down and pay more attention due to the shift in texture and colour. This technique in shopfitting is becoming more common, proven to
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Shopfitting to upsell and cross-sell
The organisation of a store has
Catch shoppers’ attention
a notable impact on the success
Create eye-catching displays, presenting items which complement each other. Whether it’s selling numerous items as a bundle to upsell, or placing low-priced items where customers queue, presentation is everything when exciting a potential buyer.
of upselling and cross-selling. Shopfitting designed to tempt makes all the difference when encouraging customers to increase their spend in-store, and here are four top tips to get you started.
Examples of this can include promoting a mannequin dressed in a full outfit, as opposed to having a single item of clothing on a shelf, or having an entirely themed display to capture the attention of passers-by. Small and affordable items are ideal when positioned for those in the queue, where waiting customers can keep themselves entertained by adding to their purchases.
Communicate the benefits
Contributor: Holly Worthington
Why should a shopper spend more on additional or more expensive items? People won’t buy if they’re not convinced, so place signage and staff in positions where they can easily communicate the benefits and provide further information.
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Consumers will make a purchase if they understand their need for it, and with effective written and spoken communication, you can quickly create this desire to buy.
Demonstrate the relevance However well a store is set up to promote additional purchases, if the buyer doesn’t understand why, they won’t buy. A typical example of this is when a cashier offers cutprice chocolate at a till, however this often doesn’t relate whatsoever to the items being purchased. By recommending similar or relevant products, the likelihood of a sale increases greatly, so make sure a customer understands why a specific item is suitable for them through promotions and signage.
Keep it fresh It’s important to regularly change which products you upsell, so consumers are continuously becoming interested in new products and returning customers remain engaged.
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6 Tips to keep an inspiring window display While reputation, experience and products will make customers return, it’s the outside of a shop which will make them enter in the first place. A window display is one of the first things most shoppers see, which is exactly why you should design to impress.
Don’t know where to begin? Here are 6 top tips to liven up any window display.
1. Know your target market Before you invest in materials, mannequins or fixtures, make sure you know your audience. Think about the type of customer you are looking to appeal to. Which products would this target market like to see and which layouts would capture their attention? Be careful not to aim your display entirely at your target demographic, as this runs the risk of alienating
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others, who may otherwise visit your store.
2. Place products at the ideal height Now you know your target market, decide on key aspects of your display and position them in customers’ eyeline. Make it easily visible, avoiding small items which may be overlooked. Think about whether you’re looking to capture the imagination of children, adults, or even those driving past the shop when deciding on product positioning.
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“In retailing, space equals luxury… if you cram items together in a window, they’ll look cheap. Cluttering your window will dilute the impact that your best merchandise would otherwise have on a passerby, and simply make your shop easier to ignore.”
3. Invest in your display Window displays can be created on a budget, however this can sometimes be visible and even costly. By investing in the quality of materials you use, it can easily save money in the long-run, as products can be used multiple times and last longer. In addition to portraying more of a premium image, props which can be used for multiple themes can make it faster to plan future displays.
4. Keep it simple If there’s one thing which makes shoppers come instore, it’s a captivating window display, accompanied by a desire to see what else the store holds inside. Don’t place too many items in the window, as creating clutter is one of the biggest mistakes a retailer can make. Display consultant, Linda Cahan of Cahan & Co. explained: “In retailing, space equals luxury… if you cram items together in a window, they’ll look cheap. Cluttering your window will dilute the impact that your best
merchandise would otherwise have on a passerby, and simply make your shop easier to ignore.”
5. Change it up Don’t let a window display get boring. Every person passing your window should be captivated, and if they pass regularly, this should still be the case. Repeat traffic can create your best customers when regularly changing displays continue to interest them. Many stores opt to change window displays on a monthly basis, planning ahead for the year and purchasing any materials needed ahead of time.
6. Get inspired Follow blogs, look on Pinterest and visit other stores for inspiration. There’s no harm in getting some creative ideas, and what better place to look than in the windows of your fellow retailers? Find techniques, themes and aesthetically pleasing designs that you can make your own in the future.
Contributor: Holly Worthington
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Dragon Display Systems
Designed and Manufactured in the UK
Manufacturers of wall and centre-shop merchandising systems for clothing related trades - fashion, lingerie, urban, outdoor, sports, plus mixed merchandise too. Four stylish systems supplemented with bespoke production for the retailer’s specific needs.
www.dragondisplay.co.uk Display Systems Ltd
More to see at: www.dragondisplay.co.uk • Tel 01952 290055 • Fax: 01952 290056 • sales@dragondisplay.co.uk
Design your perfect cashier area
It’s no secret that different
market’s preferences should play a
Consumers seek a more smooth and simple experience than ever before when shopping, so choosing the correct type of checkout is vital in attracting and retaining customers.
large role in deciding which you fit
Self-service checkouts
in your store.
It has been shown that 60% of those over the age of 18 prefer to use self-service checkouts over cashier checkouts, while an enormous 83% of those under 35 claim that self-service checkouts are their preference.
shoppers prefer different types of checkout experience, so your target
For a younger, more tech-savvy customer-base, self-service checkouts can be the way to go, however it’s important to make sure that the same level of customer service remains if you aim to make customers feel valued.
Cashier desks
Contributor: Holly Worthington
There’s nothing quite like the tried and tested cashier desk. Creating the perfect opportunity for customer service, bag packing and leaving a lasting impression, cashier desks make consumers happy, providing there are enough tills to avoid lengthy queues.
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Click and collect Capture the attention of internet shoppers, allowing them to order specific items and collect instore on a convenient day, without having to pay for delivery costs. This option is perfect to combine easy purchasing with memorable customer service, encouraging customers to also browse instore when they arrive.
The combination There are pros and cons to each cashier solution, so why not create a combination of your favourites? Your shopfitting can combine the ease and speed of self-service checkouts with cashier desks, and even ways to purchase online and pick up in-store. So what are you waiting for? Find out what your consumers prefer and revolutionise their payment experience now.
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Comfortable customers are spending customers The longer you can keep a
Seating
customer instore, the higher
Keep those shopping companions happy and give them somewhere comfortable to sit. Areas to relax while shoes are tried on and benches outside changing rooms are a musthave to avoid a hasty exit for tired shoppers. But why stop there? Go a step further by keeping those waiting occupied, whatever their age, placing magazines and colouring books in seating areas.
the likelihood of them making a purchase. Look no further… here are the 5 main areas for keeping your customers comfortable.
Seats, benches and couches can all be tailored to fit any style of store, working brilliantly to increase the amount of time shoppers spend instore.
Temperature The weather may not always be ideal in the UK, but keeping your shop a suitable temperature plays a large part in growing footfall. When
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shopfitting, ensure the correct ventilation and temperature control systems are in place so you can keep customers comfortable, whatever the weather. While you can never get everybody to agree on the optimum temperature, shoppers will often enter stores to cool down in summer, or warm up in winter, creating the perfect opportunity to encourage shoppers instore and keep them browsing. All you need is the equipment to facilitate this. • Use ventilation systems to prevent condensation on window displays • Place heating systems at the entrance to give customers warmth in winter • Keep a cool store in summer to encourage browsing
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Lighting Suitable lighting is important when convincing customers to make a purchase. Make sure natural light is present where possible, but make sure the sun isn’t shining directly on them. The right lighting can increase staff productivity, create a desirable atmosphere and make a memorable experience for shoppers. Be sure to add fixtures where additional light
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is required and experiment with different techniques to create your chosen effects. For more tips and tricks to get your instore lighting spot on, see our ‘5 ways to brighten your customers’ days’ article in this ebook. • Install tinted windows where sunlight is too bright instore • Invest in lighting which will create the desired atmosphere
Noise Something often overlooked when shopfitting is noise. Simple irritations can play a large role in affecting a customer’s overall experience, but these can easily be solved by making informed decisions when shopfitting. Buzzing lighting fixtures, loud tills and humming ventilation systems can all damage customers’ enjoyment while shopping. To avoid this, read reviews and take time to understand the pros and cons of each before installing
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them. It can be worth investing in higher quality systems for confidence, knowing that they won’t negatively impact your business. Music can add to the atmosphere of any store. Whether you’re a family-friendly brand, looking to create a warm atmosphere or a vibrant company aiming to make a memorable impression, installing speaker systems and choosing suitable tunes is bound to entertain shoppers.
Aspen Concepts is one of the UK’s leading designers and manufacturers of retail displays and shop fittings with an outstanding reputation for quality, reliability and workmanship. With our own designers, joinery workshops, project management and installation teams, we are highly capable of supporting any project from design and manufacture, to install and fit-out. Call us for a quote on 01793 647 744 British British Made Made
or email us at enquiries@aspenconcepts.co.uk
www.aspenconcepts.co.uk
“... Enjoy providing a brilliant environment for shoppers to browse in, and make sure they leave the store feeling happy and satisfied.”
Organisation
• Display selected quantities of stock
Regardless of which products you sell instore, organisation is key in retail.
• Organize using sections, making it quick to find products
Shoppers don’t want to rummage through piles of disorganised items, so improve your customers’ experience with a desirable product layout, making browsing enjoyable. Showcase variations and ranges of products in eye-catching shelving and group similar products to increase the likelihood of selling.
• Take customer feedback on board to improve organization
Staff don’t enjoy continuously trying to fold or tidy messy displays, so design a layout which will lead to higher levels of productivity. Having set places for specific stock will not only make staff members’ lives easier, but it will also encourage customers to put items back in the correct places and keep the store presentable.
• Create adequate space to pass by between displays There’s no doubt that putting thought into these five areas will help to improve customers’ experiences. Enjoy providing a brilliant environment for shoppers to browse in, and make sure they leave the store feeling happy and satisfied. After all, comfortable customers are spending customers.
Contributor: Holly Worthington
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Introducing sensory merchandising When was the last time you were impressed by a shop’s decor or soundtrack? Was there a noticeable theme throughout the store? Perhaps there was a specific genre of music, but how often do you leave a store feeling impressed?
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Successful retailers know how to create an aesthetically pleasing display and impress visually, but often, they fail to leverage more senses. Modern Retail are here to show you exactly how you can tap into every sense, and keep customers coming back for more.
Sight It goes without saying that creating a visually pleasing atmosphere will encourage shoppers to enter a store, browse, and eventually, make a
purchase. But how much does sight impact consumers’ impression of a retailer? • A clearly defined colour scheme increases brand recognition by 80% • 84% say colour is one of their main considerations in a purchase • 92% of people put the most importance on visual factors when making a purchase • 52% won’t return to a store if they don’t like the aesthetic
Scent
Audio
Scent can be used to create a memorable experience, with customers associating particular smells with retailers they have visited. This can work to enhance customers’ experiences, as well as reminding them of your brand when they smell it elsewhere.
Different stores choose different genres of music, making sure it aligns with their brand image. Depending on the type of store, volume can be changed to create the desired vibe, or to allow conversation to be clearly audible. Music can make all the difference when shopping, keeping customers instore for longer and creating more of a positive memory of the experience.
• Up to 45% of people spend longer in a scented environment than an unscented one • 33% of women prefer floral scents • Scent can increase intent to purchase by 80% • Using scent in stores can make people more alert and attentive
• 84% say music creates a more positive shopping experience • 63% of customers stay longer in stores when music they like is being played • 1 in 3 admit to dancing or singing in a grocery store
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Taste Depending on what you are selling, taster samples can be effective in allowing customers to try before they buy. For those who don’t sell edible products, samples can still prove successful, for example, offering visitors coffee or having sweets at the till. • Samples have been proven to boost sales by as much as 2,000%
Contributor: Holly Worthington
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Signage solutions with a difference Signage is the silent salesperson.
prompting cut-price purchases,
Just as you set expectations for your products and members of staff, the quality of signs should also have great importance placed upon them, and here’s exactly how you can do that.
signs are one of your most
Outdoor signage
cost-effective sales tools when
Outdoor signage must persuade customers to come instore. The biggest challenge in retail is making enough of a connection with the public to entice them in, and it all begins with the exterior.
From making an initial impression to informing customers and
used correctly.
Beginning with the shop front, your store sign should be bold, branded and excite customers. It’s the first impression customers have of your business, so make it great. Customers want to know what to expect if they choose to walk through that entrance, so let them know. Design signs to draw inquisitive
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visitors in and give them a taster of exactly what you have instore for them. Mix the type of sign up, using those on the pavement, awnings, or even window signs. • Create funny and shareable slogans on chalkboards • Use screens in window displays to promote new products, campaigns and calls to action • Brand signs to give a taster of the instore experience
Instore signage Use your signs to convey information without shoppers even having to ask a member of staff. Create urgency, excitement and share information with ease. Keep all signage on-brand and make sure it’s bold, clear, concise and useful.
HANGERS | MANNEQUINS | CREATIVE | CONSULTANCY | DESIGN
Visit our Showroom: 103 Kings Cross Road, London, WC1X 9LP To make an appointment, email info@hol-group.com or call +44(0)208 885 3055 www.hol-group.com
You don’t have to stick to printed signs… mix it up with interactive screens or use video to demonstrate products in action. Directional Wayfinding signage will aid consumers who are looking for a specific item, helping them to navigate your store as well as well as encouraging them to browse on the way to the area they require. • Informational Create signs which help the consumers’ decision to purchase by including pricing and information about specific ranges. Get creative with your signs. Demonstrate five ways to wear a shirt on sale, or include an ‘if you like this kettle, you’ll love this toaster’ sign.
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Manufacturers of Acrylic Display & Point of Sale 3D Displays manufacture a huge range of acrylic displays and point of sale equipment. Hundreds of products are available from stock for fast delivery.
As a UK manufacturer 3D Displays can manufacture bespoke products to meet specific requirements. All run sizes can be catered for, from single items to thousands. Products can be printed with any image, logo or pattern you require.
UK Manufacturers
Established in 1977
01795 532947 • www.3ddisplays.co.uk
• Persuasive
Top signage tips
Incentivise a sale with persuasive signage. From ‘sale’ signs to limited time offers and slogans which are designed to tempt customers to buy… the opportunities are endless, tempting customers to interact with otherwise unnoticed products.
• Keep it on-brand - Stick to your specific font, aligning signage with the rest of your marketing messages
• Innovative
• Keep it informative - Let the shopper know exactly what they need, without having to ask members of staff
Find unique ways to use your signage. Whether it’s a branded floor mat or messaging in mirrors, get creative and make customers’ experiences even better. Many stores are now including braille on signage, meaning the blind and visually impaired are able to benefit.
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• Keep it short - Don’t be too wordy. Capture shoppers’ attention in a few words
• Keep it tempting - Use a call to action to encourage purchases
Contributor: Holly Worthington
For all your display needs, whatever the season. We’re here to help you bring your creative vision to life! • • •
VM and display goods for every season Commercial use lighting Christmas trees, garlands and wreaths
• • •
Artificial flowers and plants Bespoke sourcing Bespoke display installation
020 7388 7488 www.dzd.co.uk sales@dzd.co.uk
Thanks for reading. For more retail advice & inspiration, please visit modernretail.co.uk
