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How in-store aesthetics drive business

  • In Association with Spaceworks
  • March 16, 2017
How in-store aesthetics drive business

Deciding whether to go with white or cream on your store’s walls may feel like a trivial matter, but actually, it’s anything but. Interior design is a serious business powered by analytical choices, says Spaceworks’ Lizzi Whaley.

Whaley, who is the chief executive and creative director at interior design firm Spaceworks, says Spaceworks bases its design decisions on their return on investment for the retailer. It carries out research on international trends and delights in applying the best of what it finds to New Zealand businesses. The Spaceworks designers base their decisions on what they know will encourage shoppers to come in, browse longer and spend more in-store.

“A lot of us can make a space look pretty, but how do we make it so the customer has a great shopping experience and the retailer sells lots of goods?” Whaley says. One of Spaceworks’ recent fit-outs was for Spark. Creating a physical environment to sell intangible products was a challenge, but Spaceworks rose to the occasion. Whaley’s explained how each element contributes to an environment which encourages sales.

LIGHTING

Too much lighting is just as bad as not enough lighting. Ensure you have highs and lows in your lighting, and highlight products that are most valuable to your business. Effective lighting can be used to trigger an emotional response that encourages customers to buy.

SIGNAGE

Signage is a great way to ensure customers can find what they need. It can also push people down into the less-shopped areas of the store – ensuring all products are seen and are available for purchase

BRANDING

Many retailers have their sign on the front door and do not continue to tell their brand story in-store. Use branding to explain who your company is and what you do in-store.

COLOUR

Be bold – just make sure it doesn’t take over. The product is the hero. Use colour that make sure the product pops off the shelves or the hangers. A contrast is important to allow the product to stand out. However, white is not always best, colour can add ambience and character to a space.

DISPLAY UNITS

Make sure the display units are reflective of the value of the product you are selling. Cheap display units for high priced items doesn’t encourage customers to buy. Also as with colour scheme, ensure the shelving units contrast against your product, colourwise, so the product pops.

POINT OF SALE STATION

This is a great opportunity to have last-minute impulse sales on smaller, cheap items, but make sure that the space is not cluttered. Think carefully about your preferred size of counter, as smaller counters remove the ability for staff to hide behind them, and allow more space for retailing.

DISPLAY WINDOW

This is your retail store working when the shop is closed. This is a really good opportunity to tell a story and make an impression for people who may never venture inside. Be brave here - windows don’t just need to be about product. Make it big and loud so people talk about it.

Spaceworks' recent fit-out: Spark 

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Black Friday and Cyber Monday: Deals for Kiwis

  • News
  • November 22, 2017
  • Courtney Devereux
Black Friday and Cyber Monday: Deals for Kiwis

On the weekend starting 24 November, many retailers will lower prices in a day-long sale. From independent stores to multichannel retailers, who is jumping on the Black Friday and Cyber Monday bandwagon?

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Enhancing the experience: A growing demand

  • Design
  • November 22, 2017
  • Courtney Devereux
Enhancing the experience: A growing demand

Some commentators think food and integrated hospitality offerings will save brick and mortar retail from obsolescence in the age of ecommerce. But does catering to the consumer’s every need result in sales, or are shoppers moving on without making a purchase? In the Enhancing the experience series Courtney Devereux looks into why these two different sectors are working together.

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Kiwi retailers cash in on Singles’ Day

  • News
  • November 21, 2017
  • Sarah Dunn
Kiwi retailers cash in on Singles’ Day

The Chinese holiday Singles’ Day, popularised by Alibaba as the ’11.11 Global Shopping Festival’, is now the biggest sale event in the world. Alibaba reports that US$25.3 billion of gross merchandise volume was settled during the 24 hours of Singles’ Day this year. Not all of that went to Chinese retailers, however – a handful of Kiwis made the most of the opportunity.

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Updated: Noel Leeming launches a dedicated after-purchase services division

  • Technology
  • November 20, 2017
  • Sarah Dunn
Updated: Noel Leeming launches a dedicated after-purchase services division

The Warehouse Group’s electronics retailer Noel Leeming has been looking at expanding its focus on services this year. Now, it’s launched a dedicated after-purchase services division: MyTechSolution. The change also means that customers will be charged for access to Noel Leeming's helpdesk if the request goes beyond a "quick fix".

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Cameras aren’t just for security anymore

  • In Association with Axis Communications / Sektor
  • November 20, 2017
Cameras aren’t just for security anymore

In-store video cameras revolutionised loss prevention when they first became available to retailers, but as camera technology continues to evolve, they can now provide a plethora of data that supports better business decisions.

Read more
 
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