With the prevalence of online shopping, the in-store experience of physical stores has never been more important. You have to do so much more than just put your wares up for sale. You need to consider your aesthetic, design, and layout. How you can you attract people to your store even when they aren’t necessarily looking for what you sell? Large brands have it easy – they have a massive marketing department and have become a staple to the lives of its customers. New brands, on the other hand, have to build up this influence from the ground up. If you want more foot traffic and sales, follow this guide on how to improve your in-store branding.
What is Your Brand’s Message?
The first thing that you need to know is what your brand’s message is. Are you a family-friendly restaurant? Are you an ultra-modern fashion brand? Knowing who you are and what you have to say about yourself as a company will go a long way towards directing your efforts. Fashion brands can benefit from creating a contemporary art space that places your clothes or accessories on par with works of art. Restaurants can create a unique dining experience depending on what sort of experience that is. The clearer you are about who you are, the better.
What Aesthetics Are Synonymous with Your Brand?
Once you know who you are, you can then work on collecting visuals that work for your brand. This applies from getting the right pub furniture for your restaurant to even figuring out what kind of lighting design best encompasses your brand’s identity. Bold colors like red and yellow work well with bold companies. Companies that are aiming for tradition can benefit from using classic, timeless designs and natural elements, and so on. Build up a list of aesthetics that work with your brand’s message and identity, and you will be able to convey more to your customers without them ever realizing it.
Importance of Design
Once you know who you are and what visuals work well with that identity, it’s time to put some thought into the design. You could hire a designer to help transform your space from the bottom up. You could partner with contractors or artists to help create unique pieces that will bring customers in. Or you could simply scale back and try to provide a harmonious, pleasant space to wander in. Either way, if you want your customers to spend money, you need to first entice them inside.
Importance of Layout
Just as the design itself is important, so too is the layout. In restaurants, you need to be careful about the layout, as you need to ensure your guests have the best experience and that your staff can easily maneuver between tables safely. In stores, creating an obvious pathway can help encourage all your guests to visit and see every product you have, and so on.
When you own a physical store, you need to entice every single person who walks by to come in. Combine great design with an excellent social media presence, and you can make your store into a huge, city-wide hit.
About: Steve Conway is a content marketing professional and inbound marketing expert. Previously, Steve worked as a marketing manager for a tech software start-up. He is passionate about discovering new software that will advance his already well-honed digital marketing techniques.