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