While there’s no single solution to succeeding in a tough retail landscape, brands that take a multipronged approach are more likely to outshine their competitors and get noticed by busy customers.
It’s no longer enough to simply offer the lowest prices and open new stores in convenient locations (though, of course, these attributes won’t hurt). In an era of Amazon and eBay, it’s more important than ever for retailers to stand out, and to do so by adopting a varied strategy.
So how exactly do brands stay memorable in today’s fast-paced, ultra-competitive world of retail? Read on for our top five pointers to achieving store success.
Technological innovation
Customers expect retailers to constantly improve their experience online and in-store through their adoption of new technology. From augmented reality mobile apps to self-service checkouts, technological innovation is rife. So it follows, then, that the retailers who consistently embrace digital advances are the most likely to reap the benefits of engaged customers, which then lead nicely to increased sales.
Regular in-store events
An effective way to satisfy the increasing demand for a better in-store experience is to build a calendar of regular events and promotions. Events are proven to generate footfall and increase positive brand sentiment online, with the added bonus of helping to build robust customer relationships. The best events will be occasions that require plenty of interaction between store staff and consumers. They’ll also have a sense of exclusivity – a one-off experience that people will feel lucky to participate in.
Eye-catching displays
Having an eye-catching display is a non-negotiable. Even if you were selling the best product in the world, if it’s not instantly noticeable, all those potential sales opportunities will be squandered. As with your in-store events and promotions, the key is to forge a connection with the consumer, so the more relevance your display holds, the more likely it is to be seen. Seasonal displays, relating to Easter, the summer holidays, Halloween, etc, tend to be successful attention-snatchers, as do special sporting occasions such as the World Cup or the Olympic Games. The use of light, for example, LED light box and motion LED light box displays can also be powerful methods to capture attention visually.
Product location
As important as having an eye-catching display is where brands decide to place their products within a shop. Consider a customer’s decision-making moments and where these occur. Most likely, brands will want to position items strategically at the front of the store, along the main aisle and by the tills. If there is a way to cleverly integrate merchandise into these key areas, sales are more likely. Also consider placing products next to complementary items that will help to improve your brand’s visibility. And having multiple placements within one store will go even further to maximise exposure to curious customers; the more times they spot your brand, the more likely it is to stand out.
Optimised for each location
Let’s say you have an enviable POS display that needs to be rolled out in multiple shops. Is it optimised for each floor layout? Ideally, your display should be adapted to the various store plans, taking into account different dimensions – you don’t want it getting in the way or being too obtrusive. Brands that carefully tailor their displays to each individual location will more successfully integrate with the shop environment, as well as project a consistently professional image.
Cestrian specialises in creating standout display solutions for some of the UK’s biggest brands. If you’d like advice about outdoor advertising, in-store merchandise or premium printed products, our experts are always happy to help.
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