Despite the appeal and ubiquity of e-commerce, and the many headline predictions that predict otherwise, high street retail continues to persist and with great support from customers. While a number of reasons play into the value of brick and mortar retail, one of the clearest testaments to the high street’s strength is its ability to adapt. By meeting the changing needs of customers and adapting shop spaces to support demand, retailers continue to see demand for their business across the country.
Interestingly, one of the most significant ways in which high street retailers have adapted is by connecting with digital platforms and, more specifically, social media. High street shops can use social media platforms to boost their brand reach and build a larger audience, one that will eventually translate into increased sales. Interestingly, while much of this profile building can be performed actively, a shop can passively boost its profile too.
One of the best ways a shop space can gain social media attention is through its interior design. Once retailers have created a photogenic space on the high street, they can rely on customers to engage. This passive activity relies upon customers sharing images and reviews through their social media profiles, advertising a brand in exchange for high-quality and interesting interior design images to brighten their personal social media feeds.
By using such statement designs and attention-grabbing decor, retailers are offering customers aesthetic content that can be used to boost their own profiles. Such designs can be found in interesting displays or with bold, statement wallpapers. Some shops even have dedicated photography areas, those that actively state and encourage photography. Some retailers even seek shop furniture and shop shelving hire services as a way to host exciting seasonal displays.
Clothing brands, for example, are more likely to create a visually striking area within or nearby to their changing rooms that encourages customers to take photographs of the outfits they are trying on, since many customers seek to share photos of their outfits regardless. Other concepts, such as home decor shops, will create an aesthetically pleasing space to display their products, not only showcasing how they would look within a home but also prompting customers to take snaps when browsing.
In the case of pop-up shops, due to their temporary nature, visual design is remarkably important since a great deal of attention is generated through word of mouth and social media buzz. Retailers will seek to create an aesthetically striking space, one that not only draws in shoppers but also encourages them to take to their social profiles and share content.
Creating such a visually impressive space, however, is not always easy, especially since retailers may not always be experienced in creative design. As such, retailers are likely to seek out the support of local designers and artists to ensure that their interior design not only echoes their own branding but also has the potential to reach wider audiences and intrigue new customers. Collaborating with local creatives and services also has the benefit of merging audiences too.
