Boutique Store Fixtures
Unfortunately, most department stores do not take into consideration the importance of visually branding the interior of their facilities. Brand recognition in-store is just as important as it is outside of the store. Visual branding contributes to the customer’s overall in-store experience.
The Difference Unique Branding Can Make
Brand recognition and in-store experiences are pieces of a puzzle that fit perfectly to create a unique, customer experience. The combination of unique branding and unique experience can catapult sales. Let’s explore how brand recognition enhances a customer’s in-store experience.
Having a Unique Brand and Creating a Unique Experience
Think about Home Depot. Home Depot’s interior incorporates their iconic orange into their shelving décor, matching their logo. The interior of popular convenience store, 7-Eleven has their logo stripe colors of orange, green, white, and red on their wall. Home Depot and 7-Eleven’s unique brand allows them to create a unique experience that separates them from their competitors. That’s why these two brands are commonly used in popular movies and television series because of their identifiable branding.
Having a Unique Brand, but Undeveloped Interior
Drugstores are typically indistinguishable once you have ventured inside. Competitors like CVS and Walgreens have virtually no branding once you’ve taken down the signs and labels. Their brand colors are the same and their stores practically have the same layout. This is an example of a unique brand creating a rather forgettable experience. Rite Aid, another competitor, used to be in the same category. However, after rebranding and redecorating their interior, as well as incorporating blue into their branding, they have taken steps to distinguish themselves from the competition.
Having an Underdeveloped Brand and Creating a Uniform Experience
Department stores like Macy’s and Dillard’s are an example of two major brands who offer the same, indistinguishable, interior experience. They’re almost uniform. If you strip the stores independently of their branding, you would not be able to tell which store you were in. Neither uses branded partitions, department store fixtures, or POP displays.
The goal of your interior branding should be to achieve a unique brand that creates a unique customer experience. You can achieve tremendous growth without compromising the indoor experience with custom retail fixtures. Improving your store’s visual branding can do a world of wonders for your bottom line.