Sunday, 10 March 2013

Brands only benefit from seamless integration of technology

Retailers and brand owners must never lose sight of the fact that there are only three reasons to use technology in store: to drive product sales, improve customer communications and enhance brand image.

It is the job of the visual merchandiser to seamlessly integrate technology into the brand proposition and this according to retail guru Paula Dowie, Managing Partner of Ignite Retail Design, requires as much creative thought as all other elements of counter design.

We are all excited about where technology could take retailing but we cannot afford to stand back and admire it simply for what it is,” says Paula. “It can therefore never be a question of just putting a screen on a wall and thinking job done. Instead the use of technology can only be justified where it adds value to a specific retail sales operation.

This fits in very well with my ‘aisle to armchair’ approach to retail design,” continues Paula. “By this I mean that a customer’s expectations of a brand are sustained throughout the communication process. The relevance of the high-tech visual images contained with a TV commercial, for instance, must also be translated into the brand environment in-store to ensure there is no disconnect at any stage of a customer’s experience.”

Having over 20 years experience working with leading international brands, multiple retailers and top spas including L’Oreal, Procter & Gamble, Selfridges, Marks & Spencer and Urban Retreat,as well as developing the retail businesses of niche products and independent salons, Paula and her team at Ignite have a thorough understanding of what works in store.

To see how Ignite Retail Design creative and flexible approach together with its record of delivering above expectation, has turned many of the world’s leading beauty product retailers, improving in-store designs and brands into their customers, visit or
contact Paula Dowie direct - T: 020 8875 2341 E:

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