VMSD - October 2017 - 14

NEXT STORE
By Brian Dyches, Contributing Writer

First 'Design Impressions'
Start with Exterior Planning
The setting of your store location can and will have a
direct impact on the sales performance of the interior - something all
of us in store design and visual merchandising know all too well. Yet
often, the scope limits us to the interiors and storefront system. But in
this climate, we need to extend beyond the lease line and understand
how the exterior can benefit from digital touches, too. A great "next
store" is one that uses analog with well-scaled integrations.
When was the last time you looked around your store exterior
and asked, "What could I do to take this to the next level?" What
about the neighboring tenants? What impact are those old window
graphics having on your own marketing messages? Whatever the
eyesore, be assured that your customer is affected by these elements,
too. The adage, "Don't judge a book by its cover," has never been more
applicable in this day of overabundant choice.
So, how might you turn these exterior negatives into positives?

14

OCTOBER 2017

|

VMSD.COM

There are nine key elements which make the most impact on the outside to your customer: storefront signage, pylon signage, display windows, the physical structure, parking lot and layout, including ingress,
lighting of the exterior, solid characteristics and finally, landscaping.
Each of these elements should be evaluated based on how digital
audiovisual elements, in conjunction with well-founded traditional
design, could enhance and bring your marketing message forward.
To evaluate a setting, start by doing a complete walk-around,
armed with a legal pad and a camera. This will allow you to note
obvious issues, and the photos provide for ongoing assessment, as
well as progress documentation. Also, consider asking a long-term
and/or target customer, "What is memorable about our exterior
approach?" You will find the answers insightful and useful as you
map out your exterior strategy.
Next, you'll begin the analysis by taking each of those nine ele-

S HUTTE R STO CK .C OM

With all of the retail real estate in flux, it's critical
that your projects stand out in this transitional time.


http://www.SHUTTERSTOCK.COM http://www.VMSD.COM

Table of Contents for the Digital Edition of VMSD - October 2017

Vmsd - October 2017
Contents
From the Editor
Vmsd Editorial Advisory Board
The Goods
Next Store
Dinner Is Served
Shopper Insig Hts: Show and Tell
Retail by You
From Clicks to Bricks
Showroom
Showroom
Ad Index
Checking Out
VMSD - October 2017 - Intro
VMSD - October 2017 - BB1
VMSD - October 2017 - BB2
VMSD - October 2017 - Vmsd - October 2017
VMSD - October 2017 - Cover2
VMSD - October 2017 - 1
VMSD - October 2017 - Contents
VMSD - October 2017 - 3
VMSD - October 2017 - From the Editor
VMSD - October 2017 - 5
VMSD - October 2017 - Vmsd Editorial Advisory Board
VMSD - October 2017 - 7
VMSD - October 2017 - The Goods
VMSD - October 2017 - 9
VMSD - October 2017 - 10
VMSD - October 2017 - 11
VMSD - October 2017 - 12
VMSD - October 2017 - 13
VMSD - October 2017 - Next Store
VMSD - October 2017 - 15
VMSD - October 2017 - Dinner Is Served
VMSD - October 2017 - 17
VMSD - October 2017 - 18
VMSD - October 2017 - 19
VMSD - October 2017 - 20
VMSD - October 2017 - 21
VMSD - October 2017 - 22
VMSD - October 2017 - 23
VMSD - October 2017 - Shopper Insig Hts: Show and Tell
VMSD - October 2017 - 25
VMSD - October 2017 - 26
VMSD - October 2017 - 27
VMSD - October 2017 - 28
VMSD - October 2017 - 29
VMSD - October 2017 - Retail by You
VMSD - October 2017 - 31
VMSD - October 2017 - 32
VMSD - October 2017 - 33
VMSD - October 2017 - From Clicks to Bricks
VMSD - October 2017 - 35
VMSD - October 2017 - 36
VMSD - October 2017 - 37
VMSD - October 2017 - 38
VMSD - October 2017 - 39
VMSD - October 2017 - Showroom
VMSD - October 2017 - 41
VMSD - October 2017 - 42
VMSD - October 2017 - 43
VMSD - October 2017 - 44
VMSD - October 2017 - Showroom
VMSD - October 2017 - 46
VMSD - October 2017 - 47
VMSD - October 2017 - 48
VMSD - October 2017 - 49
VMSD - October 2017 - 50
VMSD - October 2017 - 51
VMSD - October 2017 - 52
VMSD - October 2017 - 53
VMSD - October 2017 - Ad Index
VMSD - October 2017 - 55
VMSD - October 2017 - Checking Out
VMSD - October 2017 - Cover3
VMSD - October 2017 - Cover4
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