FOCUS
in the store and when those experiences
are rewarding, they create a greater
connection with the brand.
“The retail space has evolved to
encapsulate experiential elements —
becoming a community stronghold
— that allows customers to engage with
brands’ product offerings.”
Technology’s role
technology to transform the shopping
experience into entertainment. This can
subsequently translate into a relationship
with the brand. Consider tools that can
become a point of solution for customers.
For example, provide more information
of the product offerings that will help
customers make their buying decisions.
“For those in the fashion industry,
Interactive Mirrors can be adopted to
help customers identify products that suit
them without having to physically try
them on.
“The space originally planned for
fitting rooms can then be used for other
visual displays that could potentially
generate more sales.”
Mobile apps can be tapped upon
Additionally, customers these days expect
to have digitally-enhanced physical
experiences and are willing to experiment
with and embrace new technologies.
Hence, retailers have to devise innovative
ways to impress them and some are
adopting more digital technologies
in visual merchandising to create
excitement and enhance engagement
— and some storefronts also have visual
and audio cues such as digital signages to
elevate their product offerings.
Ong says: “Brands should use
Best practices
revealed
GERALDINE ONG, lecturer and
programmes facilitator, Singapore
Institute of Retail Studies, shares some
examples of retailers who have made
use of VM successfully to increase
their business — and here are her top
three picks:
n
Ulta Beauty
The brand became the largest beauty
seller in the US by offering in-store
salon services. This gave customers a
reason to come into stores to shop.
Shoppers can also use the Ulta app to
scan different product barcodes and
read customer reviews.
n
Shinola
This fast-growing US lifestyle brand
has the buying team working with the
visual merchandising team to create
a compelling assortment of their
products.
n
Ikea
As e-commerce becomes more
popular, shoppers need incentives to
visit physical stores. With its elaborate
showrooms depicting home settings,
Ikea has become a unique destination
for shoppers. While many retailers
locate their outlets in shopping centres
hoping for traffic, Ikea remains a
standalone store that shoppers seek
out with a specific goal in mind. ra
16
Retail Asia May 2018
“Brands should use technology
to transform the shopping
experience into entertainment.
This can subsequently translate
into a relationship with the
brand. Consider tools that can
become a point of solution for
customers. ”
— Geraldine Ong,
Lecturer and Programmes Facilitator,
Singapore Institute of Retail Studies