If we look to the food prep industry for inspiration, we’ll find a time-tested maxim that “presentation is everything.” Chefs know better than anyone that if the dish is not visually appealing, the potential customer will likely not even get to the tasting part. The whole concept of visual branding speaks to our need for appealing aesthetic and enticing visual presentation before we commit to purchasing decisions. Since RMSe leads the retail world in constructing and installing retail store displays and fixtures, we’ve assembled a list of 5 great tips for getting the most out of your retail environment.
1. Choose a Theme
First of all, you don’t just start throwing colors and designs into a big pot and see what comes out. The design and layout of your retail store should reflect your product line and the overall brand of your company. Decide what aspects of your merchandise can be reflected in the visual presentation of your in-store displays. Apple has made their store a flat, linear grey environment that has the same look and feel of a Macbook. Your retail store displays should tell a story about your brand, products, and ideally your customer base as well.
2. Stimulate All the Senses
It’s not just color and geometric shape that creates an enticing and memorable shopping environment. There is a smell that a new store produces and the frequent shopper knows this scent well. Keep it fresh and inviting. Lighting is an important mood setter and you should take great pains to shape the environment with the proper lighting rather than just blasting a cold fluorescent wash over the whole room. The music should play well with the mood of the store and not drown out the conversation of sales associates.
3. Keep the Signage Fresh
In today’s saturated marketplace, the typical consumer has learned to edit out the constant barrage of marketing signage and graphic sales pitches. If you want to catch your customer’s eye and retain their attention, you’ll have to keep your signage and call-outs fresh and updated on a frequent basis. No one wants to read something a second time. If a returning customer finds nothing new in your store displays, it’s likely they’ll assume they’ve seen all the merchandise you have to offer as well. Roll out your messaging more frequently than you roll out new product.
4. Use Window Displays to Encourage Visits
Once a customer is inside the store, they are immersed in the ambience and story of the brand but it’s actually getting them to come inside that stumps many retailers. The front lines of your store displays are the windows that face the foot traffic. It’s important to balance the line of enticing shoppers with a glimpse of your best new products but not revealing everything in the store, otherwise they’ll opt out of coming inside because they’ve already seen all you have to offer. Keep the messaging and calls to action on your window displays direct and enticing.
5. Rule of Three
No, this isn’t an adage drawn from old wives’ tales or superstitious charms, there is a studied and observable consistency in the human response to patterns of three. Remember if you decide on a particular message or image, replicate it thrice throughout the store in varied and subtle ways.
RMSe is the premier retail construction and store fixture installation service in North American and we’re all about giving you the tips and tricks that make retailers successful. Check back often for more information and advice. If you’re looking for a more thorough consultation, don’t hesitate to give us a call.