Retail design is the key to success
High street retail is facing a number of challenges right now. Firstly there’s fierce competition from online stores and secondly consumers are increasingly hard to predict. They make decisions about purchases on the move and with the fragmentation of traditional media are harder to reach with marketing messages. This makes retail design more important than ever before. To encourage shoppers to the mall or the high street, the bricks and mortar retailer has to offer the shopper something the Internet cannot, a sense of occasion and retail theatre. Suppliers know they have a fight on their hands to get their products noticed. In an age where more and more decisions are made at the point of sale, they have to get their display right to influence at the right time.
Good retail design can transform a shop from the ordinary into the extraordinary. It’s impossible to compete with online retailers on price. They operate without expensive rates and staff costs, but they can’t offer the same shopping experience. An afternoon out spent browsing goods and having fun. A great store will always attract shoppers who will appreciate the layout, design and fittings. It’s at the core of good retail.
If shop owners have to get their store design right then suppliers have to promote their products heavily in this environment. People are there to be swayed all the way to the till. Point of sale display is more important than ever before. Good display will help tip customers towards purchase. Shoppers are bombarded with marketing messages every day. They screen most of them out. Point of sale display in the last chance to influence them and it really does work.
Barber Design can help on both counts. These are challenging times for retailers and suppliers, but with a different approach it’s still possible to improve sales.