Launching a new product on the high street is an exciting challenge, one that will test a retailer’s design expertise. Generating both buzz and sales isn’t as easy as simply placing the product on the shelf and hop spaces must, instead, be designed to highlight and showcase a new presence, encouraging customers to recognise its novelty.
There are a number of ways in which appeal can be created, with many retailers simply relying on advertising to do the job. However, a few simple changes to a shop’s interior design can very quickly make a significant difference, earning a product more attention and even elevating the perception of its quality.
Lighting
As is often the case with retail interior design, lighting is a powerful tool that can entirely change the aesthetic of a space and product. Consider how a product is lit, especially if it is being placed on a central or window display.
Spotlighting is remarkably effective as it draws attention to specific locations while also offering full illumination to a product. Spotlights are also a great way to direct attention to specific sign fittings too, ensuring that customers are made aware of all essential information.
High-Quality Display
A product can very easily be undermined by being displayed on low-quality furniture and shelving. By the same token, product quality can be elevated by placing it on high-quality and stylish alternatives. As such, retailers should constantly consider the quality of their displays, ensuring that retail furniture and shelving match or exceed the quality of products.
Coordination
Retail furniture works especially well if it complements products, such as with its style. Colour coordination, for example, is an excellent attention to detail, which is why, at Crown Display, we’ve extended the range of some of our best-selling products, such as our greeting card units, to ensure that colours are available to suit all needs.
Positioning
Products that are well presented and illuminated may very well fail to garner the attention of customers if they are not optimally positioned within a retail space. The key to achieving good positioning is to ensure that a product is in a high-traffic low-stress area of the store.
High-traffic areas ensure that the majority of customers who enter the store will pass by, while low-stress areas allow customers a chance to browse, increasing the likelihood they will not only spot a product but examine it too. This is why many retailers will advertise products near the front of a shop space, which is also known as the decompression zone, catching the potential of every customer as they take a moment to adjust to an inside space.
Signage
Directing attention to a product through signage is a well-celebrated method of advertising. This is because signs can be easily and affordably positioned around a shop space in key areas, ensuring that the attention remains on a product and that each customer who browses a space is made aware of a new product’s availability.
