The days when shoppers were contented to browse the aisles of a traditional retail establishment are gone, and many well-established retailers are shuttering brick-and-mortar stores at an alarming rate.
Department store behemoths like Macy's and JCPenney are closing low-performing stores. Some smaller retailers, like fashion chain Bebe, are closing all of their stores in order to focus on their online sales, while others, such as the Limited, are out of business for good.
So what do shoppers want? Retail experts say that today's shoppers value experience more than their predecessors. With that in mind, here are some of the ways that forward-thinking retailers are creating a more experiential retail environment.
1. The Pop-Up Store
Temporary retail establishments, otherwise known as pop-up stores, have been around in one form or another since the 1990s, but are now more popular than ever. In fact, these hotspots are expected to generate $80 billion per year. Many retailers find the flexibility and nimbleness of a pop-up store to be more in line with the manner in which buyers prefer to shop, and it's not just the indie spots who are taking advantage of them. Big names such as Target and eBay have hosted pop-ups in their stores, recognizing the popularity of the fleeting retail establishment with consumers.
What do you need to start a pop-up store? Well, in addition to a solid product and a great location, signage is key. Colorful, eye-catching signs are a great way to lure customers into your establishment, and printed signs are a quick and easy way to generate attention— not to mention inexpensive and reusable. When you move on to your next location, you can take the signs with you.
No matter how unique your product or eye-catching your signage is, a pop-up won't be a success unless you have the right promotional strategy. Consider how you will get the word out about your store and how best to generate excitement and energy around the event, through a 360 degree print and digital media approach.
We provided creative print and graphics solutions for a unique pop-up shop in Harlem for the release of Airforce One VLONE shoes for Nike. Services provided include black vinyl, cut vinyl, murals, wheatpasting, stencils out of vinyl for painting, barricade work and tinted windows.
This example includes all of the ingredients of a great retail experience; limited time only, a special event for a local audience, and interactive elements like a mini basketball court.
2. Short-Term Special Events
Larger retailers don't have to miss out on the excitement generated by pop-ups. Short-term special events can bring a targeted audience, and they're particularly successful when they're focused on a lucrative segment of the customer base.
Whether you conduct the event in-store or outside of your space, it's a great way to connect to the community by offering an activity or program that buyers will love. For instance, the athletic-wear brand Athleta sponsored free yoga classes in a mixed-use retail center in metro Atlanta; they provided the signage, mats, and water bottles, and it got their brand additional attention outside of their store.
To get the attention you need to make your event a success, you and your printing partner can create promotional signs that will not only promote the event but also put your brand in places where it might not normally appear, reaching a wider audience than ever before.
POPSUGAR engaged The Vomela Companies for print and graphics solutions for their pop-up during Men's Fashion Week. Services provided include a mix of cut vinyl and illustration boards, dimensional sintra sign, handouts, window vinyls, and white logo on brick.
3. Engage Multiple Senses
Of course, retailers are concerned with the appearance of their space, but recent research is driving more retailers to consider how they engage their shoppers' other senses. According to neuroscienists, brands make a bigger impact when more senses are engaged. It pays for retailers to make an effort to create a multi-sensory experience for shoppers, including sight, smell, sound, taste, and touch.
Here's an example of an interactive piece we created for a large retailer:
Whether they're adding a video component to the retail space, an interactive game, or wafting a pleasant odor, the idea is to enhance the shopping experience. This can start with marketing materials sent directly to shoppers' homes. The texture of the mailer should be pleasing to the touch, leaving the recipient with the impression that the retailer is eager to make a positive impression on them. A great printing partner can direct you to paper that feels good but won't break your marketing budget.
Are you ready to make your retail experience more experential? Contact us— we can assist you with everything from signage to marketing materials, ensuring that you're creating a truly unique and appealing experience for your shoppers.
