We in the Marketing Department here at TRIAD were talking today about the change in marketing tactics over the last 5-10 years, or so. Everything has become so off the wall and complicated, but why? We all agreed that maybe it’s time to take a step back and reevaluate these emerging tactics. What about taking it back to the roots of brand promotion? Back to something that really hits home for us here at TRIAD? Retail interior design.
It is no secret that the tried-and-true marketing methods of the past are quickly falling by the wayside. Marketers and advertisers around the world scour the abyss of ideas in hopes of discovering the latest, and greatest strategy to break through the clutter and successfully market their product. It’s true, these sessions of creative brainstorming can produce some extremely innovative and creative marketing tactics, but there are no guarantees. And even then, there is know way to know whether or not those tactics will succeed. So then what should marketers do?
Perhaps new and innovative isn’t the way to go. What did businesses do before there were integrated-marketing campaigns and social media? Business owners utilized storefronts to promote their products and created an environment in which consumers wanted to go. Although it is an element of brand promotion that originated before “marketing” itself, retail design remains to be a powerful tool today.
The design of a store, inside and out, has a considerable impact on brand perception and ultimately, sales. The overall goal of any business should be to sell a product, but it should not be their only goal. In order to sell a product, a business must first bring their product and the consumer together. Gregor Jackson states in The Importance of Retail Design, “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…” Most consumers will enter a new store because it looks appealing, interesting or exciting, even if they have no knowledge about the stores products. This is a very powerful concept for marketers.
Designing a store with the target consumer in mind, and adding elements that will reach out and grab their attention, will create a store that is inviting to your target market. Filling a store with one-off retail fixtures and manipulating a spaces lighting in order to create an atmosphere that correlates with the brand, creates an experience for consumers that is much more than a shopping trip. For the shopper, the trip becomes an adventure; finding the best deals, the newest product, the last of a specific item. Consumers like to be informed, but they enjoy the chase as well. Well-placed signage that provides consumers with the general information needed to find products but leaves the consumer to explore the store on their own to find the product, provides the consumer with a sense of ambiguity and intrigue, and adds to the consumer’s experience.
The atmospherics and Point of Purchase displays are the last line of attack for marketers. The most effective marketing campaigns can not succeed if the consumer is not brought to the product.
So the next time you are thinking of a new and effective way to sell your product, don’t be afraid to take a step back and simplify your approach. Retail design is something that has stood the test of time and has remained and effective marketing tool since the creation of the storefront. Good products do not need to be marketed; they will sell themselves, however the products can not go out and find a consumer to buy it, you must bring the two together. Strategic retail design gives you the power to do so.