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POP/POS Enhancing


Retail Environments


The sociable experience of shopping in store is something that online retail cannot replace. So how can retailers harness the appeal of the shopping experience as much as possible?


Recent reports have shown that shoppers are getting savvier than ever, with customer experience improvement agency, Retail Eyes, reporting that although 76.7% of consumers prefer to shop in-store, the majority of consumers are attracted to online shopping because they believe that the best bargains are found online. It’s a refreshing statistic to know that three in four people would rather be spending their money in stores and this shows that, by honing in on that appeal of the shopper experience, retailers can easily benefit from the popularity of spending time – and hopefully money – in store. Tim Ogle, CEO at Retail Eyes comments: “It’s clear from our research that consumers still like to take part in the physical shopping ‘experience’ when purchasing products. However, with shoppers still being tempted to spend their money online, believing this is where the


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best offers are, retailers need to look at what they can offer customers to entice them into the stores.” One of the most important things that stores can offer customers is a real ‘experience’ of shopping. Shopping is a sociable activity - a form of entertainment - so retailers need to ensure that every inch of their layout reminds visitors that they’ve got access to exciting benefits that aren’t available online. One key way in which retailers can do this is with the use of interesting and attractive point of purchase (POP) solutions that help brands to catch the attention of customers. One company who has focused on creating show stopping POP displays is Sheridan&Co. who have just recently created a brand new in-store look for Juicy Couture’s new fragrance. Sheridan&Co was briefed to adapt the brand’s global retail furniture design for the local market to give


Juicy Couture fragrance stronger in-store presence, with the aim of creating a cleaner, more sophisticated look for the brand. The refreshed look is going into more than 80 stores in the UK and Ireland, including Boots, Debenhams and House of Fraser. Sheridan&Co’s new design for Juicy Couture is simple and bold, with white as the predominant tone and pops of colour. The result is a display that allows the fragrance bottles and packaging to shine. The bright colours used in the design mean that shoppers will be attracted to the displays. As well as being a bonus for Juicy Couture, the displays are also beneficial to the stores in which they will be installed, as these will seem that little bit more vibrant and exciting to shoppers. Holidays and special occasions offer retailers an opportunity to sway customers into making extra special purchases, and at these times of year the act of going into a


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