In-Store Communication Design (1)

for Retail News Magazine 1–2/2018

THE SUCCESS OF EVERY STORE LIES IN THE DETAILS. LET’S CREATE A UNIQUE CONNECTION WITH CUSTOMERS THROUGH SOPHISTICATED COMMUNICATION DESIGN.

“People will forget what you said, people will forget what you did, but they will never forget how you made them feel.”— Maya Angelou (2013)

How your store communicates with customers significantly influences their behavior.

We know this.The more effective—and thus more sophisticated—this communication is, the higher the likelihood of success and, consequently, increased sales. We know that too. Yet we often struggle to put it into practice.

Even if this concept seems intuitive on paper, implementing new ideas often falters without the guidance of experienced communication specialists and designers.

Imagine you’re trying to save money by cooking crème brûlée following a master chef’s recipe. The result? At a diplomatic banquet, you end up serving plain pudding in expensive porcelain—because in practice, someone always forgets an ingredient.

DETAILS AND A HOLISTIC APPROACH

Numerous studies confirm that shoppers focus on the overall experience, which is often enhanced by subtle elements such as ambient music, vibrant colors, or scents. In reality, however, these are frequently overlooked. Even when these subtle components seem unimportant, they often make the critical difference in consumer behavior—and these are the details that can set you apart from your competition.

It’s like going on a date with someone handsome in a fancy suit who forgot to brush his teeth. He might seem attractive… but you’re definitely not going to kiss him. You might prefer the neatly groomed colleague from the next office instead.

A carefully considered, fully functional, and interconnected design creates a cohesive identity for your brand. The inevitable result? A professional and compelling perception of your business.

Surprisingly, this applies not only to luxury retailers but to every retail business. Most of your customers—especially on a subconscious level—perceive every detail of the space.

SHOPPING… HEDONISTIC AND EMOTIONAL…

What drives customers to purchase is the desire for hedonistic reward—a fusion of reactions, emotions, senses, imagination, and intellect.

Effective communication design results from a comprehensive approach to all facets of retail communication. A well-crafted, customer-centered design leaves nothing to chance. It doesn’t pull elements out of context, but rather delivers clear, consistent messaging in a smart, intuitive format.

This is a holistic approach that involves both emotional and rational triggers.We move from abstract, individual criteria like emotion and behavior to concrete and measurable outcomes like sales figures.

INVESTMENT IN COMMUNICATION

Inconsistent or poorly executed communication can be extremely costly—not just financially, but also in terms of customer loyalty and wasted investments in potential clients. Fixing communication missteps is often far more expensive than getting it right the first time.

If you’re thinking about professional communication for your retail business, start with the details from day one. Comprehensive support for in-store communication and building strong brand recognition will always yield positive results.

Hire the right people, and your investment is bound to pay off.