Shopping Centre Merchandising - The Soul of the Experience
Shopping Centre Merchandising is about so much more than just what we see, it is about how we feel.
It is about appealing to all of the senses
The great challenge in any retail environment - particularly Shopping Centres is:
Getting shoppers to slow down
Then crucially, keeping them there once they have purchased what they came for
Shopping Centre Merchandising - Designed to Fail?
Merchandising in Shopping Centres has been forgone as our retail spaces have become increasingly efficient in channeling customers in and then out again!
Shoppers usually arrive at a Shopping Centre knowing exactly what they want. They go straight to their destination of choice, buy what they came for - and leave!
They are often in so much of a rush that all of the smaller in-mall businesses are just a hindrance in getting to their destination outlet.
Where did it all go wrong?
Economic rationalism has become so pervasive that it has become counter-productive.
Shopping Centre Merchandising declined as new micro-retail “profit centres” in the centre of malls stripped out:
The meeting spaces
Performance spaces
Seasonal merchandising displays and decorations
The decline in Shopping Centre Merchandising removed incentives or stimulus for shoppers to slow down, to take in the environment through which they passed.
Shopping Centres – Survival demands a different experience!
The successful Shopping Centre environment of the future will be one that:
Becomes a destination
Creates an environment that encourages customer to slow down
Gives them a reason to stay and explore
It will be a place where they are engaged by the Shopping Centre Merchandising.
The environment will be dynamic. With the technology and physical infrastructure to able accommodate:
Theming
Promotional activities
Events and full atmospherics
Atmosphere! Ambience! Senses!
Shopping Centre Visual Merchandising is about so much more than just what we see, it is about how we feel. It is about appealing to all of the senses.
Successful Shopping Centre Merchandising will create a mood, an ambience suited to any desired theme.
Longer trading hours and the imperative to maximize returns on floorspace is putting ever increasing constraints on the ability to install and remove merchandising features or to stage in-house events. This limits a retail centre’s ability to adapt, to entertain, to appeal to the senses.
The solutions lie in active merchandising planning, backed by efficient, state-of-the-art infrastructure.
Strategic Merchandising Themes - The Key to Success!
To keep customers engaged and to create a Shopping Centre destination, a strategic approach to merchandising is required.
Themes tailored to the target audience and the Shopping Centre’s strengths and points of difference need to be implemented throughout the year.
More of the same won't work! Creativity focused on getting the customers attention and making an emotional connection are needed.
Creativity and Practical Experience!
With a background in design, Graeme Hall has been involved in Shopping Centre Merchandising for in excess of 30 years.
He can assist with:
Design & implementation of Merchandising infrastructure
Creation of Shopping Centre Merchandising Themes aligned to your target audience and Centre Strengths
Planning, coordination and implementation
Design and liaison with trades
Coordination and supervision of installation and removal
Engaging Retailers to get their buy-in
He has both the creative flair and practical experience to help Shopping Centre Management and their retailers create a memorable and engaging shopping experience.
If you would like to create a destination, change the experience you provide to your customers and unleash the power of Visual Merchandising get in touch with Graeme Hall.
Graeme Hall
Visual Merchandising Specialist