Retail Marketing is, at its most fundamental, the push of sensory stimuli in the retail environment to engage a decision to buy. The sensory stimuli are events that reach through noise and clutter to engage the consumer. Knowing this, is it any surprise that sign design professionals have become far more expert in this craft than even brand marketers themselves? Reach Part 1 of this series to understand the reasons why.
Part 2 describes the reasons why Retail Marketing has overarching importance in an advertising mix.
First, at issue is not just the power of the retailer; it’s also the dynamic of the consumer. We now have two-wage earners in the family, creating a fundamental lack of time and therefore a focus on convenience and simplicity. We also have an increasingly educated consumer who is constantly challenging the notion of the price-value relationship. And finally, the options to “tune out” traditional (above-the-line) advertising are robust. Here are some examples of this technology impact:
- Personal video recorders and commercial-free satellite radio
- Print readership is at an all-time low
- Commercial-free television is common with new recording tools
- The average consumer is bombarded with 3000+ ads per day
Is it any wonder that the last three feet of marketing is hot retail marketing real estate? The brand marketer must completely re-think and re-engineer the brand plan development process, which historically has treated the retail trade as second-class citizens. Retail marketing environments must now carry the message formerly residing in traditional media. It must create better ad recall, and use the science of signs to engage.
More to come! In our next post, we reposition the sign professional and place them in the mix where they rightfully belong – as Retail Marketers extraordinaire!
You are reading Part 3 of the Store Visual Planning series, designed to make you more expert in retailing. We believe everyone should have the knowledge to be their own consultant. If time or other limitation keeps you from this critical task of merchandising and branding, call a LobbyPOP Pro. In the meantime, click the links here if you missed Part 1 or Part 2.
Once through the “strike zone”, the right wall of your store is usually your most valuable real estate as this is the area that is generally traveled first and viewed most thoroughly by our customers. The LobbyPOP System has coined the term “Right Now” to describe the nature of this zone. Here’s some insight:
- On the right wall, you may want to place affordable items (in relation to other products within your store). This should include products that you are promoting – that are hot Right Now — but which are not necessarily demand items. Demand merchandise includes those items that the customer has made the decision to purchase before they enter your store.
- This Right Now zone should be flooded with light, aimed at the wall and strategically placed hot products. Lighting is extremely influential for guiding the consumer’s interest. In most grocery stores, the bakery is to the right, awash in golden tones.
- In an article for Cooperative Grocer, Pam Musante wrote that “retail is detail.” Grocery manager of Sacramento Natural Foods Cooperative, Musante noted that she steals at least one good idea from every retailer she visits.
- Video signage in the Right Now zone is extremely effective. If on a floor-standing unit, it should be placed about eye-level. If wall-mounted, the screen should be placed up higher, within the “cone of vision” and above the merchandise. LobbyPOP has developed a unique “mannequin” style free-standing display that stops visitors in their tracks.
Stay tuned for Part 4 of the Store Visual Planning series, featuring the high-traffic cash zone!
Welcome to the blog site for LobbyPOP.com. Today we will introduce the basics, starting at the front door, so to speak: Entrance Zones – what are they?
You first need to understand the current traffic flow of your store and develop a plan that will encourage customers to shop your entire store with their attention focused where you would like it to be. Outside your facility, you have windows and monument or other signage to draw traffic inside.
Many studies affirm that about half of all visitors to your retail location found you because of your sign. Okay, now they step in the door. This is the “Entrance Zone.”
Here is Part 1 in a series with facts to make you an expert store planner, starting with the Entrance Zone, or lobby:
- The entry area is often referred to as the “decompression zone,” where customers make an adjustment to the new environment: they grab a cart, close an umbrella, and take visual stock of the entire store. At the entry, graphical displays welcome and inform the customer. Sales rarely take place in the “decompression zone” – in fact, most sales take place after the customer passes through this area. For this reason, companies like Estee Lauder prefer their cosmetic counters to be placed a few feet in from the department store entry.
- The decompression zone should act as the opening paragraph of your story – to grab the visitor’s attention, and set the tone for what is in store. The LobbyPOP system, for example, includes floor graphics, wall murals, special effect materials, and video elements that create a positive impression and lasting experience.
Next up, the “Strike Zone” so stay tuned for our next post!