BrandCrunch Nigeria

Top Menu

  • About BrandCrunch
  • AdCrunch
  • BC Scholars
  • Digital
  • Entrepreneurship
  • Experiential Articles
  • I Am Just Saying
  • Downloads
  • Jobs

Main Menu

  • Home
  • News
    • Top Stories
    • Agency News
    • Brand News
    • Events in Pictures
  • Business
  • Interviews
  • opinions
  • People
  • Brand Talk
  • Promotions
    • Consumerism
  • School4Scetptics
  • Sports Marketing
  • Marketing Et Cetera
  • About BrandCrunch
  • AdCrunch
  • BC Scholars
  • Digital
  • Entrepreneurship
  • Experiential Articles
  • I Am Just Saying
  • Downloads
  • Jobs

logo

Header Banner

BrandCrunch Nigeria

  • Home
  • News
    • Top Stories
    • Agency News
    • Brand News
    • Events in Pictures
  • Business
  • Interviews
  • opinions
  • People
  • Brand Talk
    • managers

      Experimental Advertisement, De- marketing and Matters Arising

      June 1, 2022
      0
    • Innovating on the go ...thinking without the box

      October 10, 2021
      0
    • Ahmed Musa

      Branding & Marketing Lessons from the Unveiling of Ahmed Musa Super Eagles ...

      May 3, 2021
      0
    • radio stations

      Cultural Relevance and Relatability in Advertising

      February 21, 2021
      0
    • AfCFTA , Africa Development and Governance in Africa - By Michael Umogun

      January 2, 2021
      0
    • Corporate governance

      Survival of MSMEs During Uncertain Climes: The Role of Corporate Governance

      July 27, 2020
      0
    • SACHET

      Welcome to the Year of the Sachet

      June 24, 2020
      0
    • partner

      Partner Mobile Unveils EV1 Smartphone, Supports 4G LTE, A I

      February 18, 2020
      0
    • brand success

      Brand Success in 2020

      January 31, 2020
      0
  • Promotions
    • Consumerism
  • School4Scetptics
  • Sports Marketing
  • Marketing Et Cetera
  • Alerzo Foresees Well-Connected Retail Ecosystem Across Nigeria

  • SpecSMART Set to Open Office in Nigeria

  • 2022 Qatar: Coca-Cola Unveils N400million Believe and Win Under-the-Crown Promo

  • Emirates Invests over US$ 2 billion to Enhance On-Board Customer Experience

  • Heritage Bank Supports Nigerian Airforce with Impactful Digital Banking Solutions

  • Christy O And Cyph Evicted As Big Brother Introduces Two New Housemates, Rachel and Chizzy

  • Access Bank to boost small businesses in Nigeria with $280 million DFC financing

  • Y’ello Care: MTN Nigeria Empowers Youth through Vocational Workshop

  • Advantages of Buying Apartments near Shopping Malls – By Dennis Isong

  • The Secret Behind Heineken Premium Brand Initiatives and Phenomenal Growth – Oloche

DigitalTop Stories
Home›Digital›The age of ‘retailtainment’: how digital disruption is driving trends in physical retail Landscape, Décor

The age of ‘retailtainment’: how digital disruption is driving trends in physical retail Landscape, Décor

By O'Lekan Babatunde
July 3, 2019
646
0
Share:
Canon _retail landscape

The growth of e-commerce has already transformed the retail landscape and with double-digit annual growth predicted into the next decade

Canon (http://www.Canon-CNA.com), world-leader in imaging solutions, deciphers the importance of the settings and ambiences of physical shops as they become more than just a buying space, an opportunity for the brand to build and maintain relationships with its customers. We know that customers are becoming more and more demanding and that is why brands must be able to quickly develop their concept and this adaptability is made possible thanks to digital printing.

The growth of e-commerce has already transformed the retail landscape and with double digit annual growth predicted into the next decade, this disruptive force shows no signs of abating. Yet although almost a third of consumers report shopping in-store less often, just under 90% of worldwide retail sales still take place in physical stores, reflecting their enduring appeal for both retailers and consumers.

For retailers, physical stores play a role in sales 79% of the time and excel at converting interest to sales and increasing the value. For consumers, shopping in-store provides things digital cannot; atmosphere, face-to-face customer service and the ability to see and try products.

From the perspective of the consumer, shopping is about customer experience, not channels. This is why the movement of consumer spending from bricks-and-mortar retail to e-commerce doesn’t mean the end of physical retail. In fact, it is driving the transformation of physical retail into an immersive experience and opening opportunities for speciality print service providers (PSPs).

The new role of physical retail

Most retailers that continue to thrive are those embracing ‘omni-channel’ strategies; focusing on delivering a seamless customer experience across every channel where they have a presence – physical stores, catalogues, e-commerce, mobile, social media and more.

In this omni-channel scenario, physical and digital touchpoints must complement one another to deliver a unified journey. This, combined with customer expectation of greater personalisation and preference for experiences over things, is driving a fundamental change in the role of the physical store. Clever retail brands capitalise on their stores’ ability to engage shoppers with the emotional and multi-sensory experiences that are missing from online purchases.

For design professionals and service providers active in retail décor, physical retail’s new role represents an exciting opportunity to create spaces where customers want to spend time.

From functional store to immersive brand experience

‘Retailtainment’ and ‘the experience economy’ are concepts that originated almost three decades ago, but have only really begun to transform the retail landscape in the last 10 years. With retailers increasingly competing on the basis of ‘time well spent’ instead of just product or service offering, the retail landscape is moving towards showroom-style environments that encourage consumers to experience products, or stores in which cafés, events or workshops invite shoppers to linger.

Cycling brand Rapha, for example, calls its 22 stores around the world ‘clubhouses’. They are cafés that screen live cycling, have programmes of events and rides and also sell the brand’s high-end cycling clothes and accessories. Italian food brand Eataly’s stores provide a space in which people can eat, shop and learn about Italian food, combining groceries and kitchenware with a café, restaurant and cooking school in more than 20 stores globally.

The vital role of décor in immersive retail

Delivering both atmosphere and sensory appeal, interior décor is an essential consideration when creating an immersive experience that encourages consumers to spend time as well as money in-store. 59% of shoppers want an inviting ambience in-store and 51% of consumers are more likely to buy from brands whose stores are ‘interesting or different’, rising to 63% for consumers aged 18-34.

Driving footfall

Retailers seeking to stimulate repeat visits from consumers and attract new clientele need to refresh store environments regularly to make them visually enticing, keep up with changing fashion trends and maintain the surprise factor to encourage footfall. The flipside is that tired retail interiors can quickly turn off consumers and send them to competitors.

Encouraging dwell time

The décor of physical stores and pop-up retail spaces is becoming an important part of the customer journey. In addition to ensuring that shopping in-store is visually consistent with every other touchpoint where customers interact with a brand, décor has an unparalleled ability to create a welcoming ambience and make a space a pleasant place to spend time. Indeed, unless a brand specifically wants to lead with convenience, the best store designs are those that make consumers want to stay.

This is why we’re increasingly seeing décor being used more to create a branded experience and encourage dwell time, than to directly drive sales. If you look at children’s clothing retail, examples run from a life-sized doll’s house in French brand, Bonpoint’s, children’s store to a playground that runs through the displays in Spanish brand, SuperMoments’, Valencia shop. In both these examples, retail décor is simultaneously creating an experience reflecting the ‘personality’ of the brands, and encouraging consumers to spend more time in the brand environment.

Enabling connected experiences

Almost half of consumers’ inspiration for purchases today comes from social media, but its power is even greater when you consider that the most persuasive source of information for shoppers is recommendations from family and friends – that’s who make up most consumers’ social networks! So it’s no surprise that retailers are trying to engage shoppers on social media while in-store.

Mobile-empowered shoppers are taking more photographs in-store, so retailers are incorporating design features that encourage social sharing – from purpose-built selfie opportunity areas to ‘shareworthy’ fitting rooms. London department store Selfridges, for example, promotes “selfie sticks and Instagram-worthy backdrops” in the fitting rooms of its third-floor Designer Studio. This phenomenon also demands that interiors are regularly updated and kept looking fresh.

The opportunity for print

Retailers need pragmatic solutions that can create a particular ambience or reflect what is ‘trending’ on the retail landscape, but with minimal disruption and waste and often within tight budget constraints.

This plays to the strengths of digital print in terms of flexibility, turnaround time, cost effectiveness and sheer diversity of materials.  In turn this creates exciting opportunities for PSPs, whether they come to retail décor from a background producing retail display graphics or bring décor expertise from other segments such as hospitality.

With contemporary media, digital print and finishing technology, PSPs can offer a diverse range of creative and functional retail décor applications from bespoke branded wallpaper and creative pop-up displays and features, to comprehensive retail refits comprising wall coverings, window and floor graphics, and branded surface décor on counter tops, changing room doors and so on.

The PSP’s ability to realise the retail brand owner’s creative vision and ensure that the décor elements can withstand the physical stresses of the retail environment should mean that customised printed décor is a key element in creating more welcoming, immersive and captivating instore experiences.

Facebook Comments

Share this:

  • Click to share on Twitter (Opens in new window)
  • Click to share on Facebook (Opens in new window)
TagsCanonDecorDigital disruptione-commerceRetail Landscape
Previous Article

MARKETING EDGE National Marketing Stakeholders Summit & ...

Next Article

African Public Institutions can be run like ...

0
Shares
  • 0
  • +
  • 0

Related articles More from author

  • E-commerce_Micro Businesses
    Business

    Guide to E-commerce and the Future of Effectiveness

    August 7, 2020
    By BrandCrunchNG
  • Jumiaonebrand_Digital Economy
    Business

    COVID-19 and the boom in the digital economy in Nigeria – By Ezedi Udom

    July 14, 2020
    By O'Lekan Babatunde
  • BrandNewsConsumerism

    Canon Strengthens Presence in Nigeria, Deploys ‘Closer to Customer’ Strategy

    July 26, 2017
    By O'Lekan Babatunde
  • JUMIA_Logistics
    Business

    Maximising the potentials of e-commerce in Nigeria – By Emmanuel Nwachukwu

    July 9, 2020
    By BrandCrunchNG
  • ecommerce
    Business

    Ecommerce as a Youth Empowerment Tool- Adedoyin Giwa

    August 12, 2020
    By BrandCrunchNG
  • Jumia_e-commerce report
    Business

    Jumia’s Nigeria Food Index Shows Growth in Online Delivery

    December 7, 2020
    By BrandCrunchNG

Recent Stories

  • August 12, 2022

    Alerzo Foresees Well-Connected Retail Ecosystem Across Nigeria

  • August 12, 2022

    SpecSMART Set to Open Office in Nigeria

  • August 12, 2022

    2022 Qatar: Coca-Cola Unveils N400million Believe and Win Under-the-Crown Promo

  • August 12, 2022

    Emirates Invests over US$ 2 billion to Enhance On-Board Customer Experience

  • August 10, 2022

    Heritage Bank Supports Nigerian Airforce with Impactful Digital Banking Solutions

  • August 10, 2022

    Christy O And Cyph Evicted As Big Brother Introduces Two New Housemates, Rachel and Chizzy

  • August 10, 2022

    Access Bank to boost small businesses in Nigeria with $280 million DFC financing

 

 

 

Sponsored Ad

http://www.consumersvalueawards.com

logo

BrandCrunch.com.ng is a revolution in reporting and analyzing brands & marketing, marketing communications’ activities, issues and allied subjects and the industry generally.

It is a solely web based platform that offers you news, features and up-to-date happenings in the industry real time, on-line, as they unfold.

Our Contact Details

14, Seriki Aro Avenue
Off Obafemi Awolowo Way,
Ikeja, Lagos, Nigeria
Tel: 234-1-803-348-7815
Inquiries: info@brandcrunch.com.ng
  • Recent

  • Popular

  • alerzo_well connected

    Alerzo Foresees Well-Connected Retail Ecosystem Across Nigeria

    By Adesunloye Grace
    August 12, 2022
  • specsmart_Eye-Care

    SpecSMART Set to Open Office in Nigeria

    By BrandCrunchNG
    August 12, 2022
  • Coke_2022-Qatar_UTC_Promo

    2022 Qatar: Coca-Cola Unveils N400million Believe and Win Under-the-Crown Promo

    By BrandCrunchNG
    August 12, 2022
  • Emirates Invests over US$ 2 billion to Enhance On-Board Customer Experience

    By BrandCrunchNG
    August 12, 2022
  • The Roadmap: How to Start and Plan a Digital Marketing Strategy

    By O'Lekan Babatunde
    September 27, 2017
  • 5Alive

    Coca-Cola Unveils Additional Variants to the 5Alive Family In Nigeria

    By Lekan Ajayi
    December 7, 2017
  • Heineken_phenomenal

    Heineken Ad Flops, Brand Accepts It Misses the Mark

    By O'Lekan Babatunde
    March 27, 2018
  • Etihad Aviation Group Names Tony Douglas as New CEO

    By Lekan Ajayi
    September 28, 2017

Follow us


Our investigations of different brands led us to a site called casinoexpressindia.com. This website has positioned itself as a solid and helpful platform for those interested in online casino India entertainment. They have created solid, and helpful content, intended to help out newcomers and experienced gamblers alike.

  • Home
© Copyright 2017 BrandCrunch.com.ng. All rights reserved.