Ideas -
Economic Slowdown
Nikki Hemstock looks at how design can help retailers in an economic slowdown.
Innovation - Sunglass Hut
JSA were appointed as main contractors to The Sunglass Hut outlets in various locations including Brighton, Cheltenham, Bristol and Guildford.
Inspiration - London
Charles Jaggard checks out the capital for this month’s inspiration.
We are all concerned about the current turbulence in trading conditions, especially with the approach of the festive season. People will never stop shopping, but are now more than ever likely to be selective in their purchasing. Improving your commercial performance in these uncertain times is crucial. Here we share some of our thoughts and ideas on how effective store design and visual merchandising, along with staff training and retail operations can better meet your customer’s needs. Experiential design Now has never been a better time to help your customers escape from their lives by creating improved in-store experiences and displays. Visual merchandising is key to providing a more entertaining and ‘up beat’ shopping experience, which nowadays is an essential part of maintaining your customer base, whilst drawing in new business. |
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Be personal, look for ways to assist your customer to enjoy their personal shopping experience by connecting and developing a one-on-one relationship. Be passionate about your brand and what it stands for, it will make it more appealing and desirable to your customer….. |
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The feel good factor Even when money is tight people still have the desire to look and feel good. It may take the form of a coffee or lunch in amicable surroundings or a new image or hairstyle. Whichever treat we choose is to a large extent led by how well retailers are creating brand awareness of their products. |
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Communication When customers are feeling vulnerable trust goes a long way. You can communicate this trust or store message through the clever use of uncomplicated graphics, which will strengthen your brands value in the eyes of your customer. |
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Promotions Extremely costly and detailed promotions are carried out by the larger retailers. A retail promotion should at its most basic encourage extra footfall and remind people why they love the brand. Staff training Ensure your assistants on the shop floor and behind the cash desks are equipped with both a pleasant manner and are able to actively sell. When money is tight each sale or additional sale is all the more important. The smile factor also goes a long way in retailing! Housekeeping Presenting a good image is prerequisite at all times, but when times are hard customers are particularly keen on where they spend their hard earned cash. A clean, uncluttered pleasant environment is essential. Simple things such as keeping cash desks tidy, treating the product as precious, by means of keeping it disciplined and orderly, making sure the sizing is in the correct order and ensuring all ticketing is correct, all go towards making the customer feel special whilst demonstrating your brand values. Store layout and equipment choice Once again it's simple stuff, but by ensuring the circulation routes around the store are clear and not forming any frustrating barriers for your customers, way finding signage can be a huge help in larger stores. |
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Co-ordinating merchandise creates a much more interesting presentation and allows the customer to cross buy into other products. i.e.: a low level run of dark formal suits may be broken up by the introduction of coloured shirts and/or supplemented by display features. |
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JSA audit service We at JSA have a great understanding of the retail experience. If you need a fresh pair of eyes to observe your business as your customer may, we would be happy to carry out a store audit for you. Please contact Nikki Hemstock on 01626 336083. |
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JSA were appointed as main contractors to The Sunglass Hut outlets in various locations including Brighton, Cheltenham, Bristol and Guildford. These revamps involved new wall and ceiling finishes, bespoke shop fittings, new porcelain tiled flooring and included the co-ordination and management of the clients own contractors for new alarm systems, telecoms, signage and CCTV. The Sunglass Hut Europe, is part of the Luxottica Group which also includes LensCrafters, Eyemed and Pearle Vision. The Luxottica Group, is the world’s leading designer, manufacturer and distributor of prescription frames and sunglasses in the premium and luxury segments. Its distribution network covers all of the world’s key markets both wholesale and retail. The chain is synonymous with style and innovation in the eyewear market. It has a very dynamic image and wide customer base, backed up by well-distributed sales points. |
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Sunglass Hut is recognised as a front runner in specialty niche retailing with over 1500 Sunglass Hut locations across the globe. Located in a wide variety of high traffic shopping and tourist destinations, Sunglass Hut stores offer consumers the latest branded and luxury products at competitive prices along with outstanding customer service. The group is now the market leader in terms of its brand portfolio, owning eight house brands including Ray-Ban, the world’s best known prescription and sun brand as well as Arnette, Persol, Revo and Vogue. |
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Being new to JSA I thought I would share with you some images I collected during a visit to London at the weekend. Some are directional and thought provoking whilst others are simply fun….. |
New Stores |
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Nokia – Regent Street Here we see a great example of the latest trend which is moving away from the tradition of wallpapers to a more contemporary style of lighting, video projection and textured wall panels. |
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Suit Supply – Vigo Street As you can see from the image you no longer need to fly to Hong Kong for your suit! What a fabulous rainbow display of shirts and ties which leads the eye right to the back of the store and is completed by the imposing back graphic panel. |
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First Impressions Abercrombie & Fitch By invitation only! – We see no branding at all onto the street; however you know where it is if you are part of the in-crowd, need I say more? |
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All Saints The growing shift towards eco-concerns is demonstrated perfectly in this deconstructed/raw environment |
Diesel They seem to have it all packaged up for you – and not a plastic carrier bag in sight! |
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Itsu I like this idea of breaking the barriers down by selling direct from the street! |
Pavement coffee Pit stop! Makes you wonder when coffee can be this simple if we tend to over complicate the process! |  |
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Puma What a great window display and an even greater solution for merchandising small products in a large space. The branding is a huge bonus. |
Sculpture This striking sculpture creates a point of relevance and a memorable focal and talking point to the front of the store. I would be interested to get town planners views on this one! |
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Bookshop This is a traditional style of selling with its origins back in the street markets. We are seeing a trend with eateries opening up their shopfronts enabling customers to sit on the pavement. In Europe retailers use the pavement to its full extent, I wonder what the options are in the UK for retailers? |
Window Graphics Here is an example of how to transform a window into an attention grabbing information graphic. |
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Applestore Here we see customers experiencing the brand first hand. |
Canopy This image shows the use of a striking canopy which cleverly draws the customers focus to the store. |
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I hope you have enjoyed this selection of images from London. I look forward to sharing more inspirational images with you in future 3i issues. |
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