Author: ionut

7 Ways to Boost Product Visibility And Sales

If you are looking to increase sales in your store, you will need to boost product visibility. When there is stiff competition from the e-Commerce market and with constant access to smartphones so shoppers can research products online, product visibility in-store can make or break a sale.

We now live in a world where the experience economy has transformed the retail space; shops are no longer a place just to buy goods, but where shoppers have an experience of discovery, compelling them to then buy a product. Retailers increasingly have to focus on their customers and their experience, so merchandise is presented in a way that engages their imagination, persuading them to buy the products on offer. Here are some smart and simple tips to boost product visibility and engagement.

Make your visuals appealing

Did you know that 83 percent of the information our brains process comes through our sense of sight? Whether your products look attractive can be a driving force in catching the eye of your customers. Make your displays multi-dimensional by mixing visual interest. Add colour, depth and height where you can and have a focal point, so there are certain items to focus on and the display isn’t overwhelming. Graphics and imagery can also add personality to your store’s identity.

Ensure your display reflects your brand

Your visuals should strongly reflect your brand and product identity. Colour-blocking can be a useful tool to grab attention and reflect a brand, as can using simple and bold shapes. According to a recent study, over 75 percent of global consumers feel that brands should contribute to issues they care about, so if your brand plays a role in a cause or mission beyond everyday operations, allow this to shine through.

Think about your target market and their ‘experience’

When it comes to driving sales and enhancing product visuals, think about the products in relation to the target customer. Individuality is at the heart of these experiences because customers will remember their shopping experience for the way it made them feel. Study the lifestyle and demographics around the target customer and their possible emotional connection to the product. So for example, if your target shoppers are young adults, engaging music, enticing fragrances and familiar photography may make them feel welcome to create a powerful and longer-lasting experience.

Curate information clearly

It has been proven many times that if shoppers cannot find what they are looking for because they are presented with too many options, they will give up rather than push on to make a decision. With this in mind, always ensure that your products are clearly organized, so shoppers can find them more quickly, improving their shopping experience. When it comes to signage, clarity is essential. All signs must be clear and succinct with just enough information to inform your customers, without making them feel overwhelmed. If you are promoting certain items, keep the promotional signage visible, logical and clear-cut.

Improve product displays with technology

The impact of digital technology and specialist software within the retail space is growing at a phenomenal rate. One report stated that 63 percent of people digital signage catches their attention. So, consider using technology to your advantage. There are a lot of products, such as Tokinomo, and tools that serve this purpose and will help you get your product noticed.

Remember customer service is key

One consistent way to drive traffic into your store and to improve product visibility is to provide excellent customer service. First impressions count and customer interaction in-store needs to be handled perfectly. Store associates need to make the customers their number one focus. Whilst their role will probably involve other tasks, such as counting inventory, stocking and manning the checkout, their interaction with customers should be considered their most important role.

Make the first few seconds count

It is within the first few seconds of a being in a shop when customers are easily marketable and you can engage with them. Your team will need to be equipped with communication skills, industry knowledge and deep product knowledge to engage the customer properly. Some buyers might prefer to browse without being interrupted but staff should be available to go the extra mile to offer valuable advice and product demonstrations.

Top Retail Trends of 2019

The retail sector continues to evolve at breakneck speed, with new consumer preferences, innovations, and technologies forcing the market to adapt. So, what do retail brands and marketers need to do to thrive and prosper? Here are a handful of the trends that are taking place in 2019.

Product customization and personalization

In the competitive world of retail, customers now expect companies to personalize and customize products to their bespoke requirements. Creating personalized items also promotes loyalty and creates a stronger connection between the brand and the consumer. Importantly, it also generates more sales. Back in 2014, the ‘Share a Coke’ campaign with personalized bottles grew sales of Coca-Cola for the first time in 10 years. And it’s no surprise. A study by Deloitte found that consumers are also happy to pay up a 20 percent premium for personalized products.

Whilst the trend towards personalization has been commonplace within the e-Commerce space for a number of years, bricks and mortar stores are now playing catch-up, offering different options for customization, such as clothing with embroidery, monograms or different color schemes. Nike, for example, lets shoppers personalise their trainers, whilst Levi’s offers customised embroidery on jeans.

Experience-driven shopping

Brands will continue to focus on the experience of consumers when they are shopping. From physical experiences to capture their customers’ attention to hi-tech treasure hunts and product discovery, brands will rely on knowledge of their shoppers and products to deliver the best offerings. A study by Gartner has shown that by next year, customer loyalty will be driven more by experience than price and product.

Luxury furniture brand RH, for example, has integrated the hospitality experience to their stores with luxury cafes, barista bars, and entertainment spaces. Whilst Sephora’s Beauty Hubs offer digital apps to test products, browse look books and watch beauty tutorials. Our Tokinomo device is also experience-focused. It relies on sound, motion, and light to create a truly memorable experience for the customer – an experience that will improve brand awareness and recollection.

The merging of online and offline shopping

Many digital native brands, such as Casper, Adore Me and Allbirds are now opening physical stores, using data-driven consumer knowledge and technology to transform the experience. According to property experts, digitally native brands are set to establish 850 stores in the US within the next five years.

Whilst many argue that bricks and mortar shopping is losing importance in an increasingly digital world, this way of shopping still accounts for over 85 per cent of global business to consumer trade. The secret to success is merging the two (in-store and online) and creating an effective omnichannel experience. This means creating a seamless brand experience on various channels. A great example is NIKEiD, a software Nike created that lets customers create a personalized sneaker online which can then be picked up offline.

Use of AI and AR

AI has now trickled into many elements of daily living and retail is no exception. Retailers continue to invest in artificial intelligence (AI) and tools to help improve customer experience. According to one study from Juniper Research, spending on AI within the retail sector will grow to $7.3billion by 2022. There are many ways AI is used in retail, including the increasingly popular use of augmented reality (AR).

Last year Coty launched a ‘magic mirror’ in its Paris boutique, which integrates physical products with digital content to create a ground-breaking AI beauty experience. Another example is the Paint manufacturer Dulux. They now have a Visualizer App, designed so homeowners can visualize different colored paints on their walls before making a purchase.

Sustainability and ethical brands

With consumers becoming increasingly mindful about their purchases and aligning themselves with brands that support their values, businesses investment and focus on sustainability will continue to increase. Shoppers now assess products and brands according to company values and ethics and they request transparency. This focus on authenticity means consumers want to know more about how products are made and sold and this is a key part of brand-building and trust.

How to Create the Ultimate Shopper Experience

As consumer demands become greater and customer loyalty – harder to win over, it becomes more and more important for brands to entice their in-store customers and offer them a fantastic experience. Here are a handful of ways to create the ultimate shopper experience.

Deliver rich experiences

Consumers are showing increasingly high expectations when it comes to shopping. The overwhelming industry research in retail last year focused on the increasing importance of offering experiential shopping to appeal to customers’ senses. This builds a positive and memorable experience, building brand loyalty to help brands to thrive in the future.

By creating immersive experiences, retailers can drive people to their stores, ensuring they leave with both products and great memories. For example, Ralph Lauren has transformed the changing room experience with interactive touch-screen mirrors, where shoppers can browse a real-time store inventory and even control light settings, from Fifth Ave Daylight, through to Evening at the Polo Bar. Meanwhile, Hunter’s flagship store in Japan is designed to appeal to the senses with huge digital displays of an imaginary forest, alongside sounds of heavy rain and thunderstorms.

Seamless shopability

Stores must be set up for a seamless and enjoyable experience, with carefully curated signage and information, irresistible and creative in-store visuals and an open and spacious layout. There should be no ‘sticky’ points, including at the tills.

Many retailers have harnessed the power of tech to integrate online and offline channels and platforms. This helps them offer speed and convenience as well as to meet consumers’ needs at exactly the right time. Examples include Lloyds pharmacy who use in-store kiosks, so shoppers can see the full product offering, the location of the item and any out-of-stock items.

Touch and the multisensory experience

Bricks and mortar shops hold the cards over their online competitors when it comes to tangible experience. Shoppers want to see, touch and take away items, and that’s something only physical stores can offer.

Shops that start leveraging music, visuals, video and scent to create a multisensory experience alway see an increase in sales. In fact, that’s one of the reasons we created the Tokinomo device. We wanted to give shops and brands an easy way to create a real multisensory experience for their customers.

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Enhanced customer service

The interaction between staff and shoppers is of key importance and customers must always feel important and valued. That means that staff need in-depth product and industry knowledge, along with exceptional communication skills. When consumers chat to staff who are positive about the products they are selling, this can have a huge impact on brand perception.

Great customer service may include ideas like giving out free samples or tasting sessions. One study by the Journal of Retailing at New York University found that sampling had a positive short-term effect and sustained impact on sales.

Offer personalised shopping and include tech

Retailers need to know and understand exactly the clientele they are looking to attract. They must then curate their shop with that clientele in mind. One of the most powerful things they can do is create a personalised shopping experience with the help of tech. Ideas could include displaying personalised content to shopper via in-store touchscreens, digital concierges to offer advice or recommendations, or sending information directly to consumers’ smartphones, to encourage them to shop in-store.

Create a community

Physical shops bring people together in a way that is not possible with websites or Apps. Bricks and mortar stores can use this to their advantage, running classes or events that entertain and engage potential customers. Business of Fashion recently found that engaged consumers spend more money. The cycling brand Rapha’s shops also serve coffee and cake to cyclists, while Tsutaya Japanese store, opened a Tsutaya Book Apartment, which acts as a shop, office and hotel.

Community isn’t limited to the bricks and mortar store and can extend to the local area, where you can reach local people. Some ideas include partnering with other local businesses, organising charity days or creating a dedicated newsletter.

The latest feature of Tokinomo showcased at Retail Expo London 2019

One year after winning the big innovation award at RBTE LONDON, the leading event for retail technology, Tokinomo is back to showcase its latest feature: the dialogue.

Now let’s all take a moment to celebrate last year’s success, when Tokinomo was elected the most innovative retail solution among

200 other amazing participants, and let’s give a round of virtual applause to the smart (and handsome) fellows below who brought to life this amazing device that’s shaping the future of retail marketing.

Thank you, thank you very much, back to business now.

So what happened at Retail Expo in London this year? First of all, let’s set this straight: RBTE and Retail Expo – same thing. They just rebranded the event in 2019, that’s it. So we’re gonna call it Retail Expo from now on. OK, let’s proceed.

Tokinomo participated this year among other 800 exhibitors and cutting edge suppliers offering the best solutions in retail tech, design and digital signage. Honestly, only being there was a privilege. We got the chance to meet so many fellow innovators and retail experts from all over the world and to display Tokinomo’s new hot feature: the dialogue.

What’s the thing with Tokinomo’s new feature?

You know how Tokinomo uses sound, motion and light to bring products to life at the shelf? As if that wasn’t cool enough, now you can synchronise two devices to create a real-time dialogue between products. Take a look below to see how it works:

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That puts a whole new spin on cross-promotions, right?

You have the idea, now all you need is some creativity. Imagine taking cross-promotions to this level and anticipate the impact it would have on your customers. No, really, let’s use our imagination…right now. What kind of products could benefit from this new feature?

Hmmm, what about:

  • Beer and chips
  • Cereals and milk
  • Shampoo and conditioner
  • Toilet paper and bathroom air freshener
  • Toothbrush and toothpaste
  • Detergent and laundry softener
  • Day cream and night cream
  • *Insert other ideas here*

We could go on like this forever. Basically, there are no limits to what you can do. Use it right and sales will go higher than ever before. It’s a fact!

Thanks Retail Expo for having us!

It was a pleasure to participate this year also at Retail Expo. In case you’re curious about other exhibitors or speakers, feel free to check out their official website. A lot of cool stuff there, trust us. Go ahead, have a look!

Keep in touch and don’t forget to subscribe to Tokinomo’s youtube channel for more creative demos and insights to inspire your future super cool in-store campaigns.