Once your retail installations have been rolled out in stores, it can be easy to let them take a backseat to your next all-consuming product launch. However, it’s the maintenance of your displays following initial installation that drives your long-term ROI and leaves a positive and lasting impression on your customers. Perhaps unsurprisingly, our recent survey of retail professionals found 96% believe retail displays are important to the customer experience and 97% say they are important for sales.
Shopping and buying behaviours are changing amid the struggling British high street and the growing popularity and convenience of online shopping. As brands and retailers strive to create unique and engaging in-store shopping experiences to bring footfall back to physical stores, many consumers are driven by the need to try before they buy. In many cases, even shoppers that prefer to purchase online value the ability to try out the product in-store beforehand; according to a report by KPMG, generation X like to visit a physical store to see, try or fit a product before making their purchase online.
To provide a quality customer experience in store, it’s important to remember exactly what your displays are there to do in the first place.
Consumer research conducted by Vista Retail Support found:
Whilst there are so many exciting and emerging new retail trends and a multitude of design and marketing considerations to take into account when creating concepts for your retail displays, fundamentally customers want to be able to try your product, so it needs to be in full working order at all times. Failing to provide this experience for customers can have a damaging and long-lasting impact on their decision to buy, and even their perception of your brand. If you were visiting a store to trial a new smartphone, for example, and it didn’t work in-store, you’d be unlikely to have confidence in the product in your own environment.
Whilst the functionality of your display should be at the top of your maintenance agenda, the aesthetics and branding also need to be the highest levels of quality to stand out amongst competitors and portray your brand in its best light. A comprehensive maintenance contract should cover all aspects of this.
Your retail displays should look as good on day 1000 as they did on day one. Considering everything that goes into creating your in-store retail concepts, a structured maintenance program is a small price to pay to ensure your display continues to serve your customers and do your brand justice.
For more information about the impact of maintenance on the customer experience, why not download our free web guide? It’s jam-packed full of useful insights, practical tips and includes a handy checklist of maintenance considerations.
- The truth about online consumers – 2017 Global Online Consumer report by KPMG.
- Vista Retail Support research Consumer research – Internet Retailing