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.

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