Viewing from the Store
For the retailer/ brand, in-store graphics play a very vital role in speaking, communicating and connecting with the shopper and finally, leading the shopper to purchase the merchandise. While bold signage and graphics help in navigating the shopper among several aisles in a supermarket or hypermarket environment, the subtle in-store graphics in a denim outlet tells the tale of how the brand’s first pair of jeans was produced in early 90s.
(Graphics), the product displays (product and product messaging) and the way the store staff engages with the consumer delivers an overall experience to the buyer. In fact, the brand story has to be clearly defined and must communicate to the buyer the essence of the brand ideology. It is also crucial to ensure the communication is engaging, impactful and consistent in the way it works across the stores.” In a hypermarket format, where the stores have multiple categories and re large in scale, signage plays a very important role in navigation and convenience for shoppers. “Signage helps the customer to navigate and get acquainted to the store. We have two types of signage which are service signage (cash tills, trial rooms, toilets) and category led aisle signage for showing fresh f ood, staples, fashion etc. which will aide customers to shop in the store. Graphics and visuals help to create the impact and visibility and also the desire to walk towards the area and shop,” says
Darshana Shah, Senior VP- Marketing and VM, Hypercity Retail (India) Ltd.
factor in personifying the character or typical elements associated with the brand story and its merchandise. Speaking on the same lines,
Gajpal Singh Rathore, Head- VM, Nautica
says, “The brand’s statement is that ‘Nautica is inspired by the water, crafted with intention and designed to outfit the life well lived’. The same experience is created by the in-store signage and graphics which are not overboard yet bold in their unique style of expression. Our goal is to create a sensory experience that is inviting, compelling and profitable.” An absolutely critical element in a supermarket and hypermarket environment, in-store communication helps the shopper reach the products he wishes to buy and navigate him to the various service areas in the store. Giving us more insight into how signage helps the overall business in a hypermarket formats, Darshana explains that Hypercity is led by a strong in-store design team which studies international formats, best practices and tries to adapt to Indian requirements. “We have done extensive work on studying the evolved markets which are similar in behavior. Our current in-store communication which has bold visuals along with category names across perimeter walls which also creates various concepts within the store like the kitchen zone, baby care, etc. and cuts the clutter. Even visuals are bold and impactful and of the size that can be seen across the store for customer, to know what is present around. We also communicate in dual language, English and the regional language, for all signage so that customers are comfortable while shopping.” Besides bringing the brand alive, in-store communication at electronic and mobile retail outlets connect directly to the shopper by providing essential information like technical specification and price of the merchandise displayed. “Nokia’s in-store communication and design largely play two roles. First, it helps buyers get the top of the line brand experience that is unified across different channels, and secondly it improves product discoverability and provides all the critical information needed by the consumer. This not only helps in improving the product and shopping experience, but also helps in making the experience engaging and interactive,” explains.
Viral Oza of Nokia
Darshana Shah Senior VP- Marketing & VM Hypercity Retail (India) Ltd.