Starbucks Global encourages people to donate coffee to the needy; clippings.com or fallingforyou.target, show products on videos, letting you click on them at the same time; at Deskontalia, San Sebastian, customers can order items online during the day and pick them up in person at night; the online wine store Kreis in Stuttgart and its virtual store; Homes-Up, an interactive store in China; FAB Hamburg, an online store for fashion and furniture.
Yihaodian, China’s largest eCommerce grocery retailer, launches 1,000 virtual supermarkets nationwide under the "Unlimited Yihaodian" brand. They don’t have billboards but feature empty stores, about 1,200 square meters in size, where products are shown on virtual display systems. Items are purchased via smartphone and delivered straight to the customer’s home.
Companies that embark on innovative paths in visual marketing attract the attention of customers and are better positioned in the market. That’s why retailers should always check whether the use of new design elements is an option for them – while always considering the needs of the target groups.
How vital this is, becomes clear if you think about how many people simply pass by shop windows and stores every day in the cities of this world. If you want to achieve the opposite and actually get noticed, you need to stand out from the crowd. Retailers succeed if they leave an individual and distinct impression on customers. This requires unusual shopping experiences and creative product staging that speak for themselves.
Potential customers need to realize right away why it pays off for them to come into the store. An attractive storefront and eye-catching shop window design entice them to visit the store. The sales-promotional measures then need to continue in the design of the sales floor and the product presentation.
In short, all sections need to be coordinated to where they are fascinating, create excitement, tell stories, inspire the customer’s imagination and most notably entertain him or her. Once customers are actively involved in the events, products become an experience and they stay longer at the store. Last but not least, the store distinguishes itself with branding activities which results in increased customer loyalty.
Author: Klaus Lach, CEO Vice-President of the VMM - European Visual Marketing Merchandising Association