EVENT VM&RD and Ar­row Dig­i­tal host Sign Power meet on Dig­i­tal Print­ing for re­tail en­vi­ron­ments

VM&RD - - Contents -

VM&RD and Ar­row Dig­i­tal jointly hosted ‘Sign Power’, a spe­cial meet fo­cused on the new-age ap­pli­ca­tion of Dig­i­tal Print­ing on sig­nage and graph­ics in re­tail en­vi­ron­ments at Ho­tel Re­nais­sance, Powai, Mum­bai. The event saw great par­tic­i­pa­tion from brands, re­tail­ers, print and sign mak­ers. Sign Power be­gan with the wel­come ad­dress by Sam Pa­tel, MD, Ar­row Dig­i­tal who stressed on the new prod­ucts that are play­ing in­stru­men­tal role as high­res re­tail ap­pli­ca­tions to up­date the in-store en­vi­ron­ment dras­ti­cally.

Speak­ing on “The role of in-store graph­ics in en­gag­ing with the con­nected cus­tomers in fash­ion ap­parel re­tail to­day”, Vishal Kapoor, Chief De­sign Of­fi­cer, Fu­ture Group fo­cused on con­trolled but good de­sign us­ing ef­fec­tive vis­ual sen­si­bil­i­ties. He rightly pointed out, “Till the time hu­man feel­ings will ex­ist, power of phys­i­cal re­tail won’t go away. Thus, more we en­gage, more our con­sumers spend time inside the store thus im­pact­ing my sales growth di­rectly.” He fur­ther nar­rated about how ev­ery en­gage­ment mea­sure can be crafted smartly keep­ing the need of newage con­sumers in mind. Kapoor gave the ex­am­ple of how Big Bazaar was all about noise and crowd while with Big Bazaar Gen Next, they have tried to cap­ture the evolv­ing need that is re­quire­ment of bet­ter ser­vice in less time. “Even amidst the noise of on­line slew, there’s a steady growth of 20%-30% for re­tail,” Kapoor added. Ac­cord­ing to him, ig­nor­ing the qual­ity of in-store com­mu­ni­ca­tion would mean com­pro­mise since time is the key cur­rency deal­ing with the new age con­sumers. He sug­gested the sign providers to move from hav­ing a trans­ac­tional mind­set to the so­lu­tion one, to col­lab­o­rate ac­tively to off­set costs and to un­der­stand the client’s ser­vice model. “At Fu­ture Group, we spend INR 70-80 crores yearly on vis­ual com­mu­ni­ca­tion. We would cer­tainly look for­ward to more of ser­vices than merely some prod­ucts,” Kapoor con­cluded.

Su­mit Chap­lot, Head Mer­chan­dis­ing, L’Oreal, in his pre­sen­ta­tion on “The role of in-store graph­ics in en­gag­ing with the con­nected cus­tomers in beauty & cos­metic re­tail to­day”, fo­cused on the aspir­ing busi­ness of beauty and us­ing right sig­nage and graph­ics to bring that out. He rightly pointed out, “Su­per­mar­ket space is all about sig­nages and 60% pur­chase de­ci­sions are made in-store. Be­ing in the beauty busi­ness, I think that com­mu­ni­ca­tion with pic­ture is much more stronger than any­thing else. Also, if you can’t en­gage, you are obliv­i­ous of the kind of TG you want to con­nect to.” Chap­lot also ex­plained the need of gen­er­at­ing as­pi­ra­tion through premium sig­nages spe­cially for beauty and cos­met­ics in­dus­try. “Of­ten “try me” is the most ef­fec­tive way of com­mu­ni­ca­tion to make your cus­tomers aware as well as to ed­u­cate them. The process of­ten leads to con­ver­sion,” he added.

Talk­ing on “Crit­i­cal fac­tors in­flu­enc­ing the de­sign & de­vel­op­ment of in-store graph­ics to­day, Ashish Desh­pande, Co-founder & Di­rec­tor, Ele­phant De­sign stressed on the need of good de­sign in in-store graph­ics. “De­sign doesn’t mean a look­wor­thy as­set but it also mean com­bi­na­tion of per­spec­tives,” he men­tioned. He then nar­rated the ma­jor par­a­digm shifts that re­tail en­vi­ron­ments have gone through. The brand touch­points have evolved in a big way while im­mer­sive col­lab­o­ra­tive ex­pe­ri­ences are tak­ing place. He also men­tioned the whole awak­en­ing of en­vi­ron­men­tally-friendly sys­tems which has paved the way for need of green ma­te­ri­als. “To­day, the brands are re­tail­ers are more re­spon­si­ble and they have started ques­tion­ing the ma­te­ri­als. The whole chant about re-build, re-use and re­cy­cle is ef­fer­ves­cent,” Desh­pande con­cluded.

The event also saw pre­sen­ta­tions from Paul Cripps, VP-EFI-EMEA, Bernard Sun, Re­gional Di­rec­tor, Mas­sivit 3D, and Petra Ziegler, Ap­pli­ca­tion En­gi­neer Dis­play, Tech­ni­cal Ser­vices, 3A Com­pos­ites GmbH on their re­spec­tive prod­uct of­fer­ings.

Sam Pa­tel, MD, Ar­row Dig­i­tal

Vishal Kapoor, Chief De­sign Of­fi­cer Fu­ture Group

Paul Cripps,VP,EFI-EMEA

Ashish Desh­pande, Co-Founder & Di­rec­tor Ele­phant De­sign

Su­mit Chap­lot, Head Mer­chan­dis­ing L’Oreal

Petra Ziegler, Ap­pli­ca­tion En­gi­neer Dis­play, Tech Ser­vices, 3A Com­pos­ites, GmbH

Bernard Sun, Re­gional Di­rec­tor Mas­sivit 3D

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