SALES TALK
Retail
tales
The importance
of retail design
From Retail Gazette
Effective retail design can have a tangible and
far-reaching impact on a business. It can increase footfall
and sales, ensure that a brand is correctly positioned and
allow differentiation from its competitors.
Ons takke kry binnekort ‘n lekker
ONTRIMPELING!
Insette deur: Rupert Jacobs,
STREEKBESTUURDER, FARM CITY TAKKE
As deel van die ondersteuning van die kleinhandelstrate
gie is Hinterland besig om die ontwikkeling te doen van hoe
ons winkels moet lyk. Ons wil graag hê dat ons winkels ‘n
eenvormige beeld moet uitdra wat uiteindelik ons handels
merkbeeld sal ondersteun. Die doel is om ons winkels op ‘n
standaard te kry wat kan vergelyk met die beste kleinhandels
praktyke in die land.
Die ontwikkeling word deur Design Partnership gedoen, wat
ons op ‘n wetenskaplike basis gehelp het om die regte winkel
ontwerp, vloeruitleg en produkaanbieding vir ons spesifieke
mark te ontwikkel. Die ontwikkeling is ‘n geruime tyd al aan die
gang en die eerste winkels sal vroeg in 2017 hulle gedaantever
wisselings begin ondergaan.
Ons het nog nie die uitrolplan gefinaliseer nie, maar sal sekerlik
reeds in Januarie begin met winkels wat ons identifiseer deur ‘n
kombinasie van waar huidige aanbieding dit die nodigste het,
die mark dit van ons verlang en waar die kompetisie die groot
ste impak het. Die vyf winkels waarmee ons sal begin is Delmas,
Bethlehem, Bothaville, Middelburg en Lydenburg. Ons plaas
graag die volgende inligting om die strategie te ondersteun en
te verduidelik waarom ‘n nuwe uitleg nodig is.
Effective design helps to boost customer understanding
and enjoyment of the products and the brand itself – and
therefore sales!
The store environment is the ultimate showcase and the
physical touch point between the brand and the customer. It
physically and emotionally reaches out and embraces them
and it is also a great opportunity to actually talk to custo
mers directly. Creating this space where a customer can
be completely immersed in the brand really brings it to life
and is what allows a customer to fall in love with a brand,
becoming a true brand advocate.
In the digital age its importance only increases. Since
customers can buy almost everything online, retail environ
ments definitely need to offer a richer experience for con
sumers than ever before. The physical space can be smaller
and the levels of stock can be lower but the actual experi
ence needs to be more stimulating with the brand turning
up the volume on aspects such as design, knowledge and
service.
The environment in which products and services are
displayed and purchased does add an inherent value and
consumers infer a huge amount about the relative merits of
a brand from their in-store experience. Even other players in
the retail space will elevate their perception of a brand and
store as a result of the messages their in-store environment
portrays.
Retail design also has an incredibly important role to play
in positioning a brand to its consumers and, perhaps more
importantly, repositioning it when it’s incorrectly aligned.
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