Creating a unique instore experience

In this piece, we spoke with David Anthony, looking at the visual merchandising techniques that retailers use to create a unique instore experience and set the tone from outside. 

The importance of a unique instore experience

What tempts you into a shop? Most likely, you will see products or visual merchandising that captures your interest and you will have the urge to go instore and explore further. It will have something that appeals to you that other shops don’t, influencing your decision to either walk through the door, or walk straight past.

Having the ability to showcase that unique instore experience is essential in growing footfall, making it obvious to passersby and making their minds up for them.

Historic Woodstock – Country Lifestyle

“There’s a lot of exposed brickwork in these facades which you don’t always see. It has an old-world charm which you can’t buy and it can be difficult to recreate without using a lot of props. Having the small panes of glass, they have used these and embraced the individual charm of the shop. Combine this with a few vases and prints and voila, you’re done. With this much existing charm, it can be quite easy to naturally make these displays happen, as long as they’re put together well. Simply putting a few things out on the street adds to that charm and celebrates everything the area is all about. People like to browse and make impulse purchases that remind them of a place, so it’s perfect for that.”

Unique instore experience takeaways

• Utilise existing architecture
• Using what you already have can be a great way to reduce the cost of shopfitting
• Displays can be simple
• Placing items outside can tempt people instore and prompt impulse buys

Portobello Road: Independent & Vintage

“Portobello has a real mix and this works. It means you can find almost anything in one street, with everything from spices to vintage shops, so retail is not so separated. It can help to have like-minded shops next to each other, but on the other hand, it doesn’t always need to be that way and can tie into a more unique instore experience. I particularly love the low stools outside Couverture & The Garbstore with plants on top. It’s so simple, but combined with the clothes hung in the window, it captures your eye and takes no time whatsoever. It also works so well with their nicely painted exterior.”

Unique instore experience takeaways

• Sometimes, simple ideas can work best
• Utilise the space outside your shop where possible
• Use different heights and levels to create engaging displays

Glastonbury: Mystical & Spiritual

“Glastonbury is packed with independent shops and this means the stock they sell is like nothing you’ll see elsewhere. You can see there is quite a bit of Georgian architecture and older, mixed in with contemporary, so everyone is working with what they have. Because each shop’s owners have their own look and style, this is all based on how they see their own brand, meaning it is very creative and they can just go for it. You get instant recognition from outside and can understand what they do by the look of their brand.”

Unique instore experience takeaways

• Reflect your brand and values in your visual merchandising
• Don’t be afraid to try new ideas that fit well with your products
• Get creative

Dilliway & Dilliway: Bohemian Spirit

“Using the existing appeal works well here. Dilliway & Dilliway import their stock from India and this is used in a way that brings everything together. Each item has a story and is made by somebody with their own story, creating a real character within the shop. It is set over three floors, each painted in different colours, using the charm of the unique interior and exterior and creating a market appeal where you want to explore. In a shop like this, the stock speaks for itself, particularly when grouped together, you can have so many fascinating products so it doesn’t feel disjointed and the whole shop has its own personality.”

Unique instore experience takeaways

• Group products to create a feeling of collections
• Use bright colours for vibrant backdrops
• Visual merchandising can tempt people instore
• Take customers on a journey that makes them want to explore the entire shop

Smeg: Stylish technology

“Smeg have only a few flagship stores, so having this freestanding store allows them to show and celebrate what they do. Straight away in the window, you can see these cars and if you know Smeg and understand Italian culture, you know that they do fashion and design in their own uniqu and bold way. That’s what we can see here. They have a unique, colourful, bright take on the typical appliance, with more soft, round edges on products such as their toaster. Products can be your props as well, allowing you to take a story and meaning you can bring them to life. I like the simplicity of the fake grass and daisies on the floor, contrasting with the bold, yellow fridge. Sometimes, the most bold and simple things can bring displays to life when you see them in contact with everything. They have clearly thought carefully about their store design, with a large living wall in the store. They are always finding ways to talk about their technology in line with their brand method, for example, the window with rings and writing helps to communicate this fantastically.”

Unique instore experience takeaways

• Bold, contrasting displays work to capture attention
• Products can be the main centrepiece, or a prop
• Displays do not always have to be directly linked to a product that is sold instore
• Retailers benefit from finding unique ways to communicate their USP
• Use text to reinforce the value of products

To update your instore design, read our Ultimate Guide to Visual Merchandising.