17
FEATURE: SCREENS, SIGNS & SITES
Right
DIRECTION
that shoppers can access information on the move. “As long as you get one that touches a lot of sweet spots for operators of larger facilities,”
the type size and positioning right, analogue signs are great at keeping says Smith.
human traffic flowing through the centre. People can learn where There is no denying that advances in technology can have an
certain shops are without having to stop and check,” he explains. enormous impact on speed and efficiency. The obvious solution, then,
At Golden Square, a combination of totem poles and finger is to provide customers with both digital and traditional wayfinding
point signs have been set up at T-junctions, where shoppers need methods and let them choose for themselves.
instructions to help them work out where to go. However, setting up Westfield London incorporates digital and non-digital wayfinding
an interactive wayfinding application at a busy T-junction could cause to great effect. Totem poles in analogue form are offered alongside
congestion with people stopping to look up various store locations. pods that shoppers can use to access information digitally. “In a large
But the crucial point McMurray makes is that wayfinding should be wayfinding environment with a big mixture of shoppers, it’s very
tailored to suit a specific environment. “People shop in different ways, important to provide both types of signage,” says McMurray. “Where
and some prefer to get their information on the go. It depends on the there’s a place and a desire for analogue signage, that’s what we will
type of customers using the centre. Some prefer traditional signage provide, but it’s just a matter of what’s fit for purpose.”
just because they find it easier to understand,” he says. And Hickson at Tensator agrees that offering the two together
Another factor is the size of the centre itself. Smaller centres don’t improves wayfinding, and, by keeping the flow of people moving,
need interactive store maps or digital access to event listings because prevents crowd build up. “In terms of way-finding, using a combination
any information can be printed on signage. And with less floorspace, reiterates the message and reassures shoppers that they are heading
interactive wayfinding applications might take up vital room that could in the right direction,” he says.
be utilised by RMUs to add revenue to the centre. Like McMurray, Hickson takes into consideration different kinds
However, a larger shopping centre could benefit from providing of shopper when deciding on the type of wayfinding. “A mixture of
shoppers with information points allowing them to quickly search both types of solutions are the most effective, as not everybody is
through the long list of stores and any other details about the centre. technically minded,” he adds.
In Tensator’s case, the Navigator was initially designed with a focus
on larger centres, because according to Hickson, the client would Find out more:
benefit most from digital wayfinding in a bigger space with a more For more information, please contact the author or visit the website:
complicated layout. Pixel Inspiration also had larger centres in mind.
www.shopping-centre.co.uk/marketing
“We think the concept of an easily maintained wayfinding system is
lauren.vanderkar@jldmedia.com
www.shopping-centre.co.uk SEPTEMBER 2009 SHOPPING CENTRE
16-17-SCSep-Signs.indd 17 23/9/09 17:19:06
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44