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The retail world has evolved due to changes in consumer shopping habits, forcing companies to adapt to new customer needs.
Currently, there is a high level of competition among brands, and customers are better informed. Therefore, selling a good product is no longer enough; having a clear brand image and an attractive store design is crucial to making the shopping experience memorable enough for customers to return.
Quickly answer these questions: Are your customers loyal to your brand? Is the image you want to project the one they actually have in their minds?
Do you attract new consumers to your stores every day? If the answer to any of these questions is negative, you need a change, a (r)evolution. How? By improving your retail branding.
Retail branding is the discipline that helps companies establish a clear and distinctive brand positioning. It focuses on enhancing the customer shopping experience, making it unique and satisfying. But what is the true key to establishing a solid brand image?
Apple Store in San Francisco, California
Apple Store in Toulouse, France
Commercial space design is the discipline responsible for making retail spaces functional, attractive, and experiential. It is a sales strategy that aims to highlight the virtues of the product and foster human relationships within the store.
The goal of this design is not just to decorate a space to make it beautiful and useful, but also to use it as a tool to attract and delight the customer, differentiate from the competition, improve your image, and convey your values. We are not just talking about attractive design, but strategic design.
Ultimately, design ensures your brand exudes a unique air, different from everything else.
Interior design at Emporio Armani, Barcelona and Madrid
Luminous decoration, Emporio Armani Barcelona and Madrid
"Design is the best tool to create an extraordinary customer experience and increase your sales"
It’s crucial that your store doesn’t overlook any design details: from layout, lighting, ambiance, to product placement. All this corresponds to a retail design strategy aimed at conveying values and ideas about the brand. Therefore, commercial space design is considered a tool for branding and retail marketing.
1. Know your customers
Understanding your customers’ shopping habits and gathering as much information as possible about them is fundamental for any process in your company. This will help you better define your target and understand your customers’ needs to anticipate them.
Big Data and point-of-sale data measurement are great allies in the retail world. These data help you know your customers, make your processes more useful, personalize experiences, and increase your sales.
2. Your employees
Store employees act as brand representatives, so their attitude is extremely important. Poor employee behavior with a customer can damage your brand’s image and make the shopping experience unsatisfactory.
Opening event, North Sails Madrid boutique
Opening event, North Sails Madrid boutique
3. Customer journeys
This term refers to the customer’s journey with your brand. Knowing how a customer discovers you, whether they finally purchase, through which channels, and the image they perceive of you are essential aspects to understanding a customer’s experience with your brand.
4. Integration of online and offline worlds
A solely online or offline brand experience can generate different experiences. Unifying both experiences into one delivers the same message across all your brand’s shopping channels, making the purchase action easier for the consumer.
Implementation of technology in GoFit gyms
Visual communication with screens for Samsung
5. Visual Merchandising
This tool is essential to ensure your brand conveys the same image and values at each retail location. When the brand has only one retail location, it’s simple, but if it has more than one location, especially in different geographic areas, it becomes more complex.
Consider various factors: location of the space, colors, designs, style, materials, technology integration, product placement, etc.
North Sails store interior, Madrid.
Product exhibitors at North Sails, Madrid.
6. Corporate image
Your brand’s image and values should be the foundation of any action you take. Every gesture transmits sensations, and you cannot allow your brand to confuse the customer or convey contradictory messages.
This can damage your image and credibility with your customers.
Custom furniture for Stella McCartney, Madrid
Interior design at Stella McCartney, Madrid
7. Constant update
This is essential. Analyzing data, conducting constant studies, and using this information to update your company’s processes and actions is basic to achieving success.
Still unsure about the benefits of improving your company’s retail branding?
As you can see, retail branding and strategic point-of-sale design allow you to communicate with the customer so effectively that they can become your best salesperson.
Using these techniques will maximize traffic through your store, achieving the same brand image projected and perceived, turning your customers into true fans. All of this will bring you closer to the most desired goal: improving your business’s profitability.
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