GUIDE TO SHOPFITTING AND RETAIL DISPLAY

7 KEY SHOPFITTING CONSIDERATIONS…

1. CUSTOMER MOVEMENT: From the moment a customer enters, display stands, signage and walking routes should be designed to guide the customer on the path you want them to take. 

2. BACK-OF-HOUSE FUNCTIONS: The design must also incorporate the back-of-house functions – warehousing or product storage and shelf-stacking systems, for example.

3. LIGHTING: Lighting should form a key part of a shopfit design working in conjunction with display furniture and helping to guide customers through the store.

4. PRODUCT DENSITY: How much product you display at one time will depend on what you are selling, and the message you want to send with your design. 5. TECHNOLOGY: In a modern retail environment, technology is a key part of retail design.6. FLEXIBILITY: Reconfiguration is likely to be limited by the space available; a small shop floor may only offer scope for one arrangement. 7. EMPLOYING SHOPFITTERS: Shopfitting companies offer design services as well as fitting, but you may want to consider employing a separate designer to come up with a plan to be passed on to a fitting company.

7 Key Shopfitting considerations continued…

SHOULD YOU REIMAGINE YOUR RETAIL SPACE? 5 WAYS TO KEEP IT FRESH

• ATTRACT THE CUSTOMER’S ATTENTION: Having a workshop in your window can increase sales by up to 800% so consider inviting one of the brands you’re stocking to have a ‘maker session’ in your window.

• CHANGE IT UP: Keep your in-store layout fresh.• INCREASE DWELL TIME: Hosting a café or juice bar within your existing retail environment can be an

excellent way to provide a resting area for customers to relax whilst their partner or friends carry on shopping.

• MAKE IT INTERACTIVE: According to Metamorphosis retail consultancy, 92% of sales come from touch, so the power of ensuring your store is experiential is not one to be underestimated.

• COLLABORATE AND ‘REMIX’ YOUR BRAND:  Brands are connecting directly with each other and with spaces to create innovative concepts that delight customers and keep them coming back for more.

SHINE A LIGHT: THE IMPACT OF LIGHTING ON YOUR STORE

• COST: It’s estimated that 43% of your energy costs are likely to go on lighting, and that’s after your initial investment in any kind of lighting rig.

• AMBIENT LIGHTING: Choosing the level of ambient light – the general light in the store – is crucial. 

• TASK LIGHTING: It helps customers orientate themselves in store and lights the area so that particular task can be performed effectively.

• DECORATIVE LIGHTING: Decorative lighting is additional lighting that creates a particular atmosphere in store.

TYPES OF LIGHTING

• ACCENT: Accent lighting is used in conjunction with ambient lighting to highlight displays. 

• USING NATURAL LIGHT: Retailers are increasingly incorporating natural light into their visual merchandising. 

• COLOUR: Lamps have individual colour tones that give different effects in an overall lighting scheme. 

• FLEXIBLE SYSTEMS: Ideally, your lighting system should be flexible so that you can redirect lights depending on your displays. 

• ALTERNATIVES TO LIGHTING: You can also bounce around more light with mirrors and reflective surfaces.

SHINE A LIGHT: THE IMPACT OF LIGHTING ON YOUR STORE continued…

7 WINDOW DRESSING TIPS TO MAKE YOUR SHOP STAND OUT FROM THE CROWD…

• CAN CUSTOMERS SEE INSIDE?: The trend is now for displays to be open to the shop behind them so that customers can see inside.

• SELL YOUR PRODUCT: You need to signal to that person on the pavement who doesn’t know your store what they can expect when they come inside – and why they would want to.

• COLOUR AND SHAPE: Pick a colour scheme for the window to create a unified design and use shape to draw the eye to a focal point. 

• GROUPING SIMILAR PRODUCTS:  Group lots of the same product together in the window.• USE DISPLAY STANDS: Consider using creative display stands to build structure and visual drama. • THINK LATERALLY: Think creatively about how your windows could say something about your

brand.

IN THE SHOP WINDOW – THE IMPORTANCE OF GOOD SIGNAGE

• HOW IMPORTANT IS IT TO HAVE THE RIGHT DISPLAY INFORMATION? An effective sign will be informative and explain why they should purchase the selected merchandise. It should also include an important call to action and make them enter the store. 

• WHERE SHOULD DISPLAY INFORMATION BE PLACED? Signage should be placed where all customers can see it but without intruding on the interior of the store.

• WHAT MAKES A GOOD DISPLAY IN RETAIL ENVIRONMENTS? When it comes to designing a sign it must include specific details, for example if it is a promotion or sale, retailers must include the length of the sale and what items it includes.

IN THE SHOP WINDOW – THE IMPORTANCE OF GOOD SIGNAGE

• WHAT EFFECTS DOES BAD SIGNAGE HAVE ON A RETAILER? If people put too much information on a sign it can confuse customers rather than helping and put them off buying from your store. 

• HOW IMPORTANT IS IT TO KEEP INFORMATION UP-TO-DATE? Retailers need to have the flexibility to change display information without having to wait for lead times for delivery of new signage.

• CAN A SIGN ADAPT TO DIFFERENT TRENDS? Different colour signage options are increasingly being selected to customise and professionalise displays at different times throughout the year.

STORE SIGNAGE: A CUSTOMER CONVERSATION• POINT OF VIEW: When you’re thinking about

signage, you should be thinking from your customer’s point of view.

• TALKING TO CUSTOMERS: Signs that ‘talk’ in your brand voice can add to your customer’s overall impression of the value you offer.

• POINTING OUT THE PROCESS: If shopping your store involves a particular process that a new customer may not be familiar with, clear, instructional signage is essential

• INTERACTIVE SIGNAGE:  Digital signs can display more layers of information for customers than traditional signage 

• USE AND FLEXIBILITY: Do you need to be able to change signage regularly to reflect price changes or new products? If so, flexible signage will save time and money.

• RESPONSIVE SIGNAGE: More recent shelf-edge technology offers retailers the opportunity to mix price displays with branded images, adverts and other content.

READ OUR COMPLETE GUIDE TO SHOPFITTING AND RETAIL DISPLAY HERE…

• http://modernretail.co.uk/free-e-book/

IMAGE CREDITS

“Fashion boutique decorative lighting”: Brobbel Interieur, https://uk.pinterest.com/pin/462322717973311348/

7 Key Shopfitting considerations…

“Supermarket store interior”: Paul L Dineen, http://tinyurl.com/zxefwmx  “Spacecraft store”: Spacecraft, Melbourne, http://thedesignfiles.net/2013/06/spacecraft-new-store-giveaway/

Shine a Light

Lighting installation at Diesel Denim Gallery, Tokyo”: Diesel, http://www.dezeen.com/2008/02/15/suspended-figure-by-ayako-murata-at-diesel-denim-gallery-aoyama/

In the Shop Window

www.durable-uk.com