Establishing oneself on the high street requires the ongoing support of customers, both old and new. Capturing such footfall isn’t always easy and many new retailers find themselves struggling to break into a local market, especially if there are competing shops nearby. For those that succeed, however, there is a great deal of continued and assured success.
There are a number of ways to catch the attention of passing customers, to create intrigue and appeal, then drawing them inside a shop space, many of which involve shop design. To show you how, we’re sharing the most celebrated and evidenced methods of retail design that help to create improved footfall for retailers on the high street.
One of the best assets a retail has on the high street is a window display. These customer-facing features allow retailers to communicate efficiently and effectively with those passing by, sharing information about brand quality, style, and message all in one contained tableau.
Window displays themselves are more complex than they might first appear and understanding their design potential is key to unlocking their potential. Would your shop space, for example, benefit from being seen from the street? Some retailers choose to set their window display against an open backdrop, allowing customers to peer not only at display items but also further into the store. Others, however, choose to contain their window display, closing off the inside of a shop space to create intrigue.
Those hosting events or a retail pop-up will benefit from creating eye-catching displays, filled with visual activity and colour. Shop equipment hire services often have such suitable displays on hand, or the ability to create them for brands.
The designs chosen for a window display should communicate the messages of a brand. If sustainability is at the forefront of your business values, how can a passerby know this with one glance? If they cannot, then your window display can be improved.
When looking down the high street as a customer, window displays are invisible. Instead, you see only the signage of shops emerging from storefronts. These assets are also important, helping potential customers to navigate the high street to find a shop space.
In addition to being useful tools to alert passersby to a shop’s presence, they are also an opportunity to communicate brand messages on a small and refined scale. Some businesses choose sleek signage, that which gives little away, to create an air of mystique and value, while others focus on the environment, choosing to mount their logo and shop information on signage assets, or those sought from shop shelving hire catalogues that suggest a green-minded business.
The bustle of movement and activity helps to draw attention. If there is an event taking place, passersby will naturally be intrigued. This is why hosting events remains popular among retailers, from book talks to tasting sessions. If your retailer space has the opportunity to host any events or shift part of its daily activity (think about how some bakeries have food prepared in view of passersby) nearer to customer view, then it should be embraced.