Jo Morris, Director of Locale Look, looks at why retail's comeback could be accelerated through visual communications
Two years ago, we were in the depths on a global pandemic with e-commerce soaring and physical retail virtually grinding to a halt with shopping centres and high streets eerily quiet and deserted.
Fast-forward two challenging years and physical retail is enjoying somewhat of a renaissance. It was clear that whilst online retail offered convenience and safety of shopping from our own homes, it wasn’t what customers wanted. They craved the customer experience – the ability to touch, be immersed in an experiential store and speak with experts to gauge a product or service’s suitability. However, the renaissance shouldn’t breed complacency amongst those holding physical stores. In an age of acute competition, engaging with customers and creating sophisticated and purposeful experiences is what draws in people.
How can this be enhanced?
Any in-store retail strategy should include visual communications via digital signage. Consumers are no longer attracted to generic adverts or a news channel and, post-covid, the most successful retailers are the ones that are integrating technology in a multi-channel, end-to-end experience that often now includes digital displays with impactful bespoke content that’s both seasonal and relevant to consumers’ shopping experience.
Furthermore, visual communications is also dynamic and flexible, able to tell a brand’s evolving story, highlighting latest promotions, all in real-time.
Visual communications in action
Home to independent retailers such as Julie’s Flowers and YumLush, visual communications through Locale Look has revitalised the way in which consumers interact with Gosforth Shopping Centre, driving engagement with shoppers to increase footfall and revenue. It has also been an effective tool for the shopping centre itself, reinforcing its brand identity and helping to rebuild the local community.
So many times, I hear “it’s just a screen” and now’s the time to see beyond its physical status and realise its potential in driving more footfall and ultimately sales. Don’t make the mistake of overlooking it this time!
For more information about Locale Look and how you can rejuvenate your retail space through visual communications, contact me at jo@localelook.co.uk