Shopping centres and retailers now need to entice customers away from online channels by creating unique shopping experiences. Stores will need to compete more, offer more, and engage with their customers more than ever before.
Creating memorable experiences is key to building personal connections, whether at an event, in an outdoor environment, through a sponsorship activation or within a shopping centre, our clients constantly seek new and unconventional ways to promote their brands.
Even before the challenges that 2020 has imposed, the retail sector has faced significant disruptions, with new e-commerce channels emerging rapidly and shifts in the way that consumers purchased, where they sourced products and their decision-making processes.
Enter: COVID-19, where physical retailers have taken an unprecedented hit. There have been exceptions, sectors that have prospered, especially those addressing the needs of consumers whilst they have been at home – think sporting goods, technology, hardware, homewares and grocery as key examples. Across all sectors though, the inevitable shift to online purchasing has been escalated dramatically, and what should have taken years to achieve has happened in a matter of months.
Despite the dramatic shift to eCommerce, there is an expectation that as restrictions ease consumers will return to shopping centre environments. Shopping centres and retailers now need to entice customers away from online channels by creating unique shopping experiences. Stores will need to compete more, offer more, and engage with their customers more than ever before.
There may also be shifts in purchasing behaviour and brand loyalty, as consumers may be more likely to switch and try new brands, choose sustainable products or support Australian made. Brands will have an opportunity to reach new customers and introduce new products.
Physical stores will continue to provide a unique environment for brands to facilitate engagement with customers, promote their products, encourage sampling and introduce new ranges or collections. The desire to ‘browse’ still strongly exists, and it is up to stores to provide exceptional retail experiences.
Speaking of the current retail environment, DisplayWise Group Marketing Director Lisa Cachia commented:
“Physical stores will continue to provide a unique environment for brands to facilitate engagement with customers, to promote their products, encourage sampling and introduce new ranges or collections. The desire to ‘browse’ still strongly exists, and it is up to stores to provide exceptional retail experiences.”
As many retailers hold back on spending during these challenging times, those that can invest, upgrade their retail spaces, create an impactful point of sale or run experiential activations, will achieve stronger cut through and attract new customers.
As this need for retailers to make shopping environments more impactful is heightened, DisplayWise can assist brands in refreshing their retail space. With twenty years’ experience, DisplayWise has the skills to help you design a retail space that will stand out. From pop up stores to experiential displays, premium point of sale to store-in-store fitouts, we can work with you to create an engaging space or a perfect activation.
