Delivering an Instore Experience - Karl McKeever Explains

In today’s competitive market it has never been more important for retailers to deliver a great instore experience. Retailers succeeding and beating the toughest conditions for a generation, are those which continue to invest in improving retail execution through great visual merchandising, high store standards and trusted staff service.

A great customer experience is where product innovation and marketing inspiration, meet with expert retail execution instore delivered with high performing team capability. This involves considering every aspect of the store experience and customer journey including: store layout, use of fixtures, presentation methods and techniques and how to increase impact through display features, point of sale and marketing engagement.

Simply being competent or good enough is no longer an option – consumers are jaded and seek high levels of inspiration and brand competence to lower them away from online shopping. A great store experience will also be experiential, where features are deployed to entertain, inspire, and educate consumers and overall to add value to their shopping experience. All of this done in a way which creates distinctiveness and brand differentiation to call out what makes your proposition different, interesting, and something which is worthy of the consumers attention.

Be in no doubt, this is not just for up market, premium sector brands, but retailers in every sector. UK value retailers have fully embraced this approach, driving significant improvements in the retail experience to transform their performance, leaving mid market retailers behind. Increasing shopper expectations of ”what good looks and feels like”, while still maintaining a ruthless focus on low prices.

For over 25 years, Visual Thinking has supported leading retailers in all sectors to define, execute and develop stronger businesses through better instore execution. Through their cost effective, scaleable, practical solutions, they help transform the ordinary to extraordinary, the average to market leading. Their approach develops team confidence and competence to increase, sustain brand performance, driving delivery consistency.See case studies of their work online at: www.visualthinking.co.uk

Karl McKeever from Visual Thinking, author of this piece, will be speaking at Spring Fair on the 04 February at 13:30 on the Inspiring Retail Stage. He will be discussing 'Satisfying Shopper Cravings for Better Instore Hospitality'. It is a must-attend seminar for anyone looking to take their retail store into the future. 

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