VMSD - October 2017 - 15

ments and looking at whether the visual truth is
utilizing some proven techniques that "grab the
attention" brands seek in the large playing field.
Let's begin the walk. Storefront signage is an
important communication tool, and color is a simple way to catch the eye. Today, with LED signage
leading the game of attraction, it can bring about
seemingly boundless capabilities to not only showcase brand colors, but also morph into different
hues and use movement to draw the eye.
You'll also want to take a look at the roadside
signage or pylon sign that is provided at the site.
Road conditions and landscape are also important
factors when making the best decision here. Less is
truly more, especially if the posted speed is greater
than 30 miles per hour. Track the number of seconds the average car transits in front of the sign,
and from which direction they approach the site.
Think of it as "sign VM." Always choose a simple-toread typeface and keep in mind that you have about
three seconds to convey your message.
As part of the nine essential elements, it's important to factor in just how challenging it is to be
a customer sometimes in large strip centers or
malls. While you are limited in how much change a
landlord will allow, it's important to think through
the mechanics of transit. This is where digital wayfinding systems or apps tied to creating pathways
directly to your store are a customer's favorite tool.
Take the "speed bumps" of getting to your door out
of the picture.
The exterior also incorporates the parking lot
itself, including lighting, landscaping and sounds.
Look at the lot. Determine the type and make of
the cars most often found in front of your location.
If within your influence, gauge the size and angle
and ensure that adequate space allowance is made.
Consider striping your lot with mini-embedded,
digitally controlled lighting or pucks. This added
touch extends the welcome mat to customers and
creates a shift in their attitude that opens them up
to your internal buying messages.
The lighting scheme is a key element to an overall attraction strategy. Ample lighting in a parking
lot lends to an increase in safety perception - both
for the customer and for your business. Regardless
of your location and hours, lighting is choice when
it comes to enduring impressions. By seeing those
light poles, customers (and would-be vandals) are

"When
was the
last time
you looked
around
your store
exterior
and asked,

'What could
I do to take
this to the
next level?' "

given the impression that you care. It pays to be selective, however, when choosing the light fixture itself. Select a look that not
only fits the building's architecture but also distinguishes your
locale as a special place. LED has brought about a revolution in
styles and shapes.
Landscaping is another area that influences a customer's
impression. A few plants make a big difference and are a perfect
way of introducing color to your storefront. Putting planters on
rolling platforms makes moving them at night an easy solution,
and also rewards the customer with a pleasant feeling. Couple
this with solar lights and LEDs, and you have a great first impression. The physical makeup of the building will also frame the
experience. The exterior materials will have an impact on the
perception of price and value, not to mention attraction. Material manufacturers are incorporating lighting and LED systems
with controllers, so this can be done on a small scale, but with a
powerful impact. Backlit panels with colored LEDs give brands
numerous options to use the power of vibrancy and movement.
Maybe this isn't something you've considered, but have you
ever "listened" to your site? A noisy freeway or major intersection can be a distraction. What a delight it is for a customer to
arrive, open their door and hear music masking all the noise
distraction. Whether via hidden, "rock-like" speakers or other
means, reaching the customer through audio makes a strong
impression. Instrumental selections are best at connecting emotionally to the buying desires. Think of how to bring sound out
to the parking lot and at minimum to the storefront zone. With
today's sensors and other technology advancements, it's worth
incorporating audio into wiring plans.
The final element is one we all know in this industry and
has remained a key part of store experience: the windows. With
windows' centuries-long staying power, it's amazing how many
merchants still don't tap into the power of VM to set the tone and
spark buying desire. The most impactful displays are those with
color and graphics. Immersive lifestyle moments are much more
memorable than simply seeing them in images. Lighting and systems that respond to exterior conditions can adjust output and
ensure all the great VM is seen.
The "next store" is always evolving, thanks in part to the
ongoing material and hardware resources we can access today,
with so many great options that can bring the eyes of the buyer
and drive sales. After all, the next store is all about making the
bricks-and-mortar experience the best it can be to ensure we
have many more opportunities to design great stores. 

Brian is a partner at the digital agency REX (Beverly
Hills, Calif.) and CorbisGlobal (Manhattan Beach,
Calif.). Follow him on Twitter @briandyches.

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october 2017

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