Enhancing brand image through store design

Retailer: What’s the effect of good store design? What’s its contribution in generating sales?

Nagaraja R (NR): Good store design has multifold advantages, like it increases the brand value, gives confidence, character and attitude to the brand, and uplifts the brand value. Also, it adds impetus to sales and since the focus is on the target customer, their belief in brand is reinstated. It also helps generate new target customer base. Moreover, as there is one to one interaction with customers, it works like a lab where they will know strengths and weaknesses of the store/brand. There is a marked increase in business as the customer loyalty list elongates. Also, the fact that the stores are the platforms for new products and launches and events related to the stores/product, it brings awareness to the customer about the full range of products and varieties. Overall, it builds the personality of the brand.

 

Retailer: For designing a store, what parameters should one keep in mind?

NR: Well, the main parameter is the target customers, product pricing and display density; location, whether it is a boutique, chain of store or flagship etc; budget & the other constraints; production techniques and purpose of the store, like is it only for the branding activities (Experience Center) or for selling the products.

 

Retailer: Store design in totality creates an impact. What are the components for generating the total effect?

NR: Primarily, lighting; type of flooring; display mechanism; providing experience with interacting elements; window display; type of primary & internal communication graphics; locating visuals related to products & lifestyle in the right manner; incorporating five senses- feel, touch, smell, vision, taste; and staff uniform & their knowledge on the product & services are some parametres to follow. Finally, it is the offered “Product & Services”.

 

Retailer: How the small retailers are responsive to the idea of spruced up store design?

NR: They start feeling the heat of organised retailers, influenced by the competitors and the improved retail design street. They want to develop their own character in whatever budget they have. Mainly customers are aware of experience provided by the big retailers so they naturally expect some level of the same in smaller formats also.

 

Retailer: Tell us something about your marketing strategy to popularise your concepts?

NR: As of now, we advertise in magazines which would be read mainly by brand managers and retail owners. Secondly, we get feedback about the quality through client’s contacts & surroundings.

 

Retailer: How skilled are today’s vendors? Do you need to give them any training?

NR: Comparatively, the quality has improved since last 5 years. Vendors are investing in machines and related technology for retail production. The products available in India from abroad have improved the finishes and effects. Still, there is a lot to come. Development is needed in comparison to the retail product finish in abroad. We have to train, in the sense, develop the vision of vendor through design detail, and showing the finishes of the good product photographs and samples.

 

Retailer: What are the fundamental rules for creating a brand logo?

NR: First of all, name has to be synonymous with the product and services.  It should be easy to be spelt and short. It could be bold or delicate depending on the services but should have clarity in communication. It should be adaptable so that it could be put on the main signage to print on the watch dial.

 

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