We’ve seen big changes in retail over the years through online shopping and more recently the growth in shopping through social media channels. Businesses are moving from a multichannel approach where they are making use of all online channels as well as their retail space, to a more omnichannel approach. An omnichannel approach takes things a step further, it gives customers a seamless experience through any channel they use to interact with your brand. Whether that’s shopping online, through a mobile app, a physical shop, or through social media, your customer experience is consistent. This changes the ways retail spaces present themselves.
At Impulse Pop we specialise in creating retail display stands. We work with our clients to really understand their brand which means we’re able to design and create shop display stands which are not only functional but in keeping with the overall customer experience. You’ll find more information on what we do and how to get in touch with us here.
The Role of Retail Displays in Omnichannel Retailing
Customers are expecting your retail display stands to not only align with your branding but with the overall online and mobile experience. Previously the online shop was an extension of the physical shop. Whereas now people are spending more time online and that’s where they’re being introduced to brands and getting to know a brand. So when a customer visits that store in person the brand recognition is so important. They want to feel like they are getting the same experience as they do online. This requires consistent design, messaging, and product information across all channels.
Creating a Personalised Customer Journey Through Retail Displays
One of the benefits of customers interacting with your brand online, is the data you can collect and use to personalise the instore experience. You will know what items are regularly being brought together, and therefore can group these products in store. You will also have access demographic information. This could be used to create displays specifically to cater to different groups based on gender, age, or interests. Point of sale displays can be a really good way to incorporate certain ‘of the moment’ trends which may need frequently updating.
Sephora is a prime example of a brand that has mastered the art of omnichannel shopping. They offer a seamless experience, allowing customers to browse online, book in-store appointments for beauty consultations, and even try on products virtually using augmented reality. Their loyalty program goes a step further by providing personalised recommendations and exclusive offers.
How Your Displays Can Encourage Online Engagement
When you get creative with you shop display stands, it can encourage social media sharing. People are drawn to visually engaging and interactive elements, this could be photo-worthy setups or branded backdrops which customers are eager to post on their social channels. Pairing this with clear calls to action such a QR codes, hashtags or promotional incentives, encourages customer engagement across the brands multiple online platforms. This doesn’t just include sharing on social media but also making use of brand apps too. Starbucks has been a ahead of the game in omnichannel retailing. Their mobile app allows customers to order ahead, pay, and earn rewards. They have also managed to create personalised experiences, such as recognising regular customers and suggesting their favourite drinks.
If you’re looking to improve your customer experience by upgrading your retail space, get in touch with our team to find out more about the services we offer and the kind of retail display stands and point of sale displays we can create for you!
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