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Visual Selling
in 2015:

The Retailer’s
Toolkit

Retail Shopfitting & Display Summit 2015

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FORMAT | Visual Selling in 2015: The Retailer’s Toolkit

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FORMAT | Visual Selling in 2015: The Retailer’s Toolkit

TTOHOELRKEITTAILER’S

Executive summary

In this guide we look into the challenges facing
high street fashion retailers in 2015 and where
print can be implemented effectively to bridge
the gap between consumer demand for a more
immersive, streamlined retail experience, and
retailer requirement to drive in-store sales.

Find out: Who is this guide for?

• The importance of • Marketers, in-store
considering the pre-store, merchandisers and print
to-store and in-store buyers within progressive
experiences fashion retail environments

• How subtle changes to
existing marketing tactics
can assist in the shift to
omnichannel

• The vital changes to
customer expectations
that every retailer should
integrate into their visual
merchandising strategy

• Simple in-store display tips
and tricks to excite, convert
and upsell

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FORMAT | Visual Selling in 2015: The Retailer’s Toolkit

INTRODUCT

2014 was the year we were told omnichannel would sweep
the retail landscape. Where the industry would enter a new
era of immersive, streamlined, digitised sales, in which stores
become showrooms and the customer takes full control of
where they choose to browse and buy.

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FORMAT | Visual Selling in 2015: The Retailer’s Toolkit

CTION

Whether fashion consumers are yet It requires them to be more visionary than
demanding a full omnichannel experience ever before. No longer is the shop door
is open to debate. What is a given is a barrier between the customer and the
the fact that omnichannel is coming store – omnichannel and the new ways
(we only need to look at the exponential to shop offer the chance to build strong
growth in mobile retail for evidence) and relationships and a genuine understanding
for those who have the vision to integrate of individual customers. And giving the
it into their future plans, the opportunity customer the feeling that a retailer ‘knows
to build customer loyalty and brand me’ is a sure fire way to build loyalty.
affinity will be huge.
These are exciting times – and the longer
But of course, not all consumers are term opportunities to make an impact are
the same. For every impulse purchaser, huge. But what about the here and now?
there’s another who prefers to shop
around, shortlist and analyse reviews For most of the fashion retail world,
before making a decision. Similarly, for for whom pragmatic, cost effective,
every digital native, there’s a ‘conventional’ time-critical solutions are the everyday
shopper who prefers to do their browsing reality, it is possible to step towards
in store. And it’s certainly true that for now, omnichannel and create an immersive
there’s currently no substitute for the experience through more traditional
physical interaction with items in store, or display techniques.
the leisurely pursuit of high street shopping.
In this guide, we look at how print
The challenge for the modern retailer can help to enhance the fashion
is to appeal to every type of shopper, retail experience in 2015 and build
across every channel – while balancing a bridge between the retail now –
the continuous challenges of economic and the retail future.
pressure, time and budget constraints.

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FORMAT | Visual Selling in 2015: The Retailer’s Toolkit

VISUAL SELLING IN 2015:

ATTRACTING AND CONVERTING CUSTOMERS

>1
DRAWING PEOPLE INTO STORE

Window displays a. Layer one – your window. 3. Continuation – the main
Window vinyls are an effective aim of the window display is
The shop window is often the framing method and provide to entice people into store and
most important medium in the an opportunity to highlight there should be a connection
retailer’s marketing arsenal. offers, promotions or new between what they see from
With the ability to turn heads season trends. the street and their experience
and attract impulse purchasers, after they’ve set foot over your
it should reinforce your brand b. Layer two – is the area threshold. If you’ve created
identity and positioning, while for your merchandise and a story out front, continue this
enhancing your merchandise and graphic props. Keep it simple, theme inside. Use feature wall
driving interest in your products. consider varying height and displays or the rear of your
depth to move the eye around window backgrounds to
Designing a window display the display and cluster items reiterate messages and evolve
should be segmented into in groups of three or five; odd the design. Most importantly,
three, equally important stages; numbers are most pleasing be aware of creating an illusion.
to the eye. And think colour The quality evoked in your
1. Planning – the very best and light – the dullest items window display should be
visual merchandisers take time can become an interesting reflected inside, and any key
to refine the messages and focal point with effective lighting pieces highlighted to the
product focus for their window (remember to use LED to keep high street, should be readily
displays, often weeks or months costs and the environmental available. A customer
in advance. Decide carefully what impact low). Meanwhile, though disappointed that an item
story you want to tell; who are mannequins will often be the they’ve seen is out of stock
your target customers? What primary focal point, consider is one unlikely to return.
is most likely to bring them in? bringing in unusual props to
Consider too your typical help build the story.
footfall; where is your store
located? What are passers-by c. Layer three – your backdrop.
most likely to buy? And what Sometimes overlooked as a
do you want to sell? Think canvas, the background of your
about strong sellers or late display can be used effectively
season stock you need to clear. to create a feeling of depth and
Most importantly, consider the movement and place items in
‘tease’; your display should context. Fabric printed backdrops
suggest that there’s more, and hanging banners are
and better, on offer inside. effective, and a backdrop system
which allows backgrounds to
2. Design – be careful not be changed for new displays is
to overwhelm with too much a cost effective option to change
merchandise. Quality, over a window scene quickly and
quantity, is key to an effective efficiently. And don’t forget the
display. But be careful to think floor – digitally printed vinyl
in three dimensions; with flooring is ideal for short term
simple layering techniques displays and can be used to
a small space can achieve continue the eye throughout
impressive depth: the window.

SEAMLESS BACKDROP HANGING AND FREE-
SYSTEM STANDING CUT OUTS

Cestrian’s unique backdrop system provides Hanging and freestanding cut outs can
a ‘wall’ framework which allows graphic attract attention, help customers navigate
backdrops to be installed to the rear, displaying to a desired location, or support
a seamless finish when viewed from the front advertising promotions.
– so visual merchandisers can enter and exit
easily, but high street shoppers are unable Printed and finished with Cestrian’s
to identify any visible access points. state-of-the-art large format digital printers
and CAD cutting tables, photo-quality graphics
A long-term solution which allows graphics of any size and shape can be created from
to be changed frequently, the system provides a variety of substrates including acrylic,
easy fitting and quick removal and can be MDF and foamboard. The result is striking
illuminated using a range of LED and RGB retail displays at a cost to suit any budget.
LED lighting.

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FORMAT | Visual Selling in 2015: The Retailer’s Toolkit

>2
PROVOKING IMPULSE
PURCHASE

Remember, many consumers Seasonality and innovation
often already have an idea of
what they want when they enter The fashion industry, more
a store, so directional signage than any other, is subject to
to help them find what they’re seasonal variation and the
looking for is vital. ability to change and freshen
displays is vital. Aside from
Once they’re in store however seasonal trends and new lines
it’s possible to catch their eye however, visual merchandising
with arresting interior displays can maximise the opportunities
and take them through a afforded by known events;
journey; think ‘attract, engage, Valentine’s Day, national
motivate’ to encourage impulse celebrations, major sporting
purchases and maximise sales. events for example. But it
should also provide a level of
Merchandising tips flexibility to capitalise on waves
of consumer interest; celebrity
There are some basic rules for culture, even successful films
effective in-store merchandising. or television programmes.

• Keep displays simple; The keys to maximising the
avoid overwhelming or opportunity are speed and
confusing the customer impact. Fabric printing and
with too much information tension fabric systems can be
and too many items. changed in a matter of minutes
and provide eye catching
• Give your displays direction; benefits (such as back-lighting)
make it clear what you want that standard print options
shoppers to buy with easy cannot. They are also easy to
layouts and directional deliver, folded into standard jiffy
print graphics. bags to reduce postage costs.
A word of warning however;
• Be bold with colour, texture many products on the market
and humour – give some are cheaply built, with poor
thought to the ‘smile in the fitting fabric and poor quality
mind’ with clever and material, so sourcing a supplier
quirky layouts. with specific expertise in fabric
systems is important.
• Coordinate and cross-sell
– display items together
to allow shoppers to
visualise how they will
work in combination.

• Above all, remember that
change is a must. In-store
displays have their own
shelf life and customers can
become ‘blind’ to a message
over time.

MAGNETIC DISPLAY HIGH DEFINITION
SYSTEM UV BACKLIGHTS

Brand new from Cestrian, magnetic walling HD UV backlights provide additional impact to
is a revolutionary display system that full colour, photographic point of sale displays.
combines fabric backdrops with accessories
such as shelving and railings – all connected Produced on a range of clear gloss substrates,
via magnets. the transparent film sits in front of an LED
light box to display vibrant, highly saturated
Printed on eco-polyester fabric and available colours when lit from behind. Cestrian’s HD
single or double sided, freestanding or wall UV backlight media can be printed at a size
mounted, these large format walls include to suit your requirements.
a magnetic hub to the rear of the fabric,
allowing plates to be easily moved by store
employees to suit whichever fabric visual
is on display.

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FORMAT | Visual Selling in 2015: The Retailer’s Toolkit

>3
IMPROVING
CONVERSION

Of course, all the footfall in the
world is meaningless if it doesn’t
convert into revenue.

‘The sale’ is a decision making process that 1. Create an emotional connection – of course
takes the consumer through a series of stages; retail brands don’t need to be told that understanding
consideration, evaluation and moment of purchase. the customer lies at the heart of an effective retail
strategy. But as data and analytics allow the online
In the online world, shoppers are given the time world to ‘know’ and serve the consumer more
to consider and evaluate potential purchases by effectively, so too should physical stores aim to
checking reviews and browsing different brands. appeal to the emotions of customers. Who are they?
In store, the process is much quicker, so the What drives them? Do they want a product or are
retailer’s ability to focus on specific products and they looking to achieve an ideal? Focus on the
trigger the shopper from consideration to purchase lifestyle the consumer desires and sales will follow.
is vital; particularly in a multi-brand environment.
2. Make it immersive – think big, and think
Point of Sale sensory. Shoppers are often time poor and the
opportunity to make an impact is limited. Use large
According to The Federation of European Screen graphic displays, close up photography and limit
Printers Associations (FESPA), consumers are copy to primary benefits. Bring in lighting to highlight
bombarded by up to 80,000 visual marketing individual items and enhance a particular mood,
messages every day. Standing out is a massive and think beyond what customers can see; we know
challenge for retailers and brand managers and point the tricks supermarkets use to encourage sales of
of sale displays (POS) are critical to capturing attention. fresh bread by pumping the scent through a store
– and it’s because it works. Allow shoppers to touch,
The most effective displays can result in an almost feel and engage with items. If it reaches their hands,
unconscious purchase; the accessories or perfume it’s proven that they’re much more likely to buy.
picked up at the pay desk or the CD of the music
playing in store. 3. Consider multi-functional displays.
Just as shoppers like to browse product reviews
But brands - and consumers - are becoming more and information online, so too are larger retailers
sophisticated. As the senses are assaulted by so moving towards more interactive shopping by
many messages, achieving cut through needs a integrating POS displays with touch screens and
great deal of thought and modern print techniques computer terminals. The effect allows shoppers
are integral to success. to learn more about items before they buy or watch
videos to enhance that emotional connection.

FABRIC DISPLAYS SIGNVIEW
INCORPORATING LCD
There are many media players to
Modularised fabric displays incorporating LCD choose from but Cestrian uses ‘signview’.
screens bring products to life and capture the The signview system, for retail video
attention of shoppers used to static POS walls, kiosks and point of sale is a fully
displays. The latest style of coat, for example, integrated management hub for the display
displayed next to an image of a model on of rich media across multiple devices.
large scale fabric print, with an LCD screen
showing a catwalk video of the coat ‘in action’ Supporting popular media formats including
is much more likely to capture the attention PowerPoint, PDFs, Flash, mp4, wmv and
than a flat visual. more, intelligent scheduling allows the
management of multiple campaigns at
Cestrian’s innovative integrated systems are any one time, while options to set up
easy to build, replace graphics and maintain automated dynamic changes allow quick
and are modular and lightweight to reduce response to local events such as weather,
transportation and distribution costs. stock levels and social media conversation.

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FORMAT | Visual Selling in 2015: The Retailer’s Toolkit

Integrating an omnichannel approach 1. Think pre-store, to-store and in-store 3. Personalisation is the watchword
- it’s no longer enough to consider the high for many consumer industries in 2015.
The long-term vision for omnichannel is street impact alone. A continuous experience With data capture and the opportunity
a world in which retail spaces become at every brand touchpoint is fundamental for analytical profiling, high street retailers
retail ‘places’. Where customers are led to omnichannel, but this needn’t require a are achieving a surge in brand loyalty from
through a seamless, personalised shopping wholesale redirection of budget or an entire consumers who feel known and understood.
experience, with the store understanding store redesign. Cross-media technologies Reflect this in your communications with
and serving their every whim via multiple such as QR codes, augmented reality customers. Send mini-catalogues featuring
on and offline channels, to a point where and social sharing are relatively simple items that complement garments already
transaction is merely the final stage in to implement and integrate into existing purchased, or special offers connected
a multi-touch point journey. and planned media. Consider including to products they’ve browsed online.
QR codes with money off vouchers or
For some larger, ambitious retailers, augmented reality into magazine and 4. Click, collect and upsell – click and
this future is already becoming a reality. outdoor advertising. Allow customers collect is becoming a staple purchasing
Burberry, for example, has made great to scan products in window displays so option from many retailers. With online
strides in building profiles of its customers they can purchase even when the store ordering, accompanied by SMS updates
via their online and in-store habits, via RFID is closed, or let them promote in-store and in-store pick-up, the practice is an
technology. It reopened its flagship London purchases via social media. The emphasis example of omnichannel retail working,
store in 2012 as a digitally integrated is on ‘making life easy’ for the customer, and working well. Indeed for some it is
showroom, featuring interactive product enhancing their experience of the brand becoming the most popular option for
videos running as customers pick garments and extending the opportunities to connect. online purchasers – John Lewis for example,
up and augmented reality mirrors in the reported that 56% of its online sales for
fitting rooms. 2. Remember that by the time a customer Christmas 2014 were picked up in store.
arrives in store the ‘consideration’ stage But the single purchase needn’t be the end
But what for the high street retailer who of purchase may already have taken place of the story. Canny retailers locate their
continues to struggle with budgetary and – in-store POS should reflect the fact that collection points well within store and
resource pressures? They’d be forgiven for for many, in-store purchase is simply the encourage further browsing and impulse
dismissing omnichannel as ‘not for them’. final step in a decision making process. purchases with additional offers and clever
Messages should reflect the experience merchandising and directional signage
Omnichannel however, is already present they’ve already received online and in-store between the shopper and the store exit.
and accessible in several guises – and print staff should be prepared to answer any
provides retailers with the means to capture final answers they may have.
the opportunity. The key is to understand
the new purchasing process and how
it changes customer expectations.

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FORMAT | Visual Selling in 2015: The Retailer’s Toolkit

CESTRIAN There is a great deal of omnichannel software already on the
RECOMMENDATION market for retailers, but many are yet to take the plunge and
invest. Your print supplier should be able to help make the
decision by advising on integrating on and offline services
and including omnichannel within your broader print strategy.
Cestrian is continuously monitoring and investigating the new
equipment and technologies available to enable its customers
to be first to market with an effective solution.

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FORMAT | Visual Selling in 2015: The Retailer’s Toolkit

CONCLUSION
Fashion retailers in 2015 face a triple whammy of By embracing, rather than competing with
challenging economic conditions, competition from the move to digital, it’s possible to enhance
online and mobile commerce and consumer pressure consumer connection with your brand and
to offer a more streamlined, innovative experience. increase likelihood to purchase.

But whether it’s a fully integrated, multi-channel Working with a print partner who is experienced in
option, greater personalisation, or simply helping retailers to drive revenue and loyalty through
an improvement in visual merchandising, strategic print planning is vital. The very best will
it’s generally acknowledged that customer- have the capacity and the latest technologies
centricity is the key to success in 2015. to put your offers on the high street and deliver
campaigns in the shortest time possible.

DISCOVER IF YOU’RE READY FOR THE NEW RETAIL REALITY.
ALL DELEGATES AT THE RETAIL SHOPFITTING AND DISPLAY
2015 SUMMIT ARE OFFERED A NO OBLIGATION VISUAL
SELLING STRATEGY REVIEW FROM CESTRIAN.

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Cestrian Imaging is the UK’s retail print specialist.
Combining best-in-class digital print solutions with in-depth knowledge achieved
over many years working with leading retailers, Cestrian delivers successful visual
marketing campaigns across the broadest range of media and formats.
Renowned for executing campaigns to the highest standards and a commitment
to balancing innovation with care for the environment, Cestrian’s continual investment
in pushing the boundaries of print places us at the very forefront of our industry.
And it’s our people that make the difference. Passionate and professional,
with a finger on the pulse of new retail thinking, we’re focused on delivering
immersive and persuasive retail brand graphics.

To talk to us more about creating an immersive brand experience in your stores,
contact our team on 0161 488 3300 or [email protected]

CESTRIAN.CO.UK
VISUAL BRAND COMMUNICATIONS