In summary, we have to commend the retail designers for both stores. With updating graphics also made simple, by pulling a tab in the corner of the graphic and fixing a new one into place via the integrated channel, New Balance’s lightbox displays are perfect for supporting promotions. This could be a coincidence, but if so, a fortunate one! We particularly like how the graphic supports New Balance’s products, with the football player looking directly towards products. Using an aluminium lightbox to house a tension fabric graphic has provided New Balance with the opportunity to create larger focal points. Meanwhile, New Balance has used illuminated graphics on a larger scale. Looking at the technology, Puma & New Balance have implemented two different illuminated display technologies. By attracting attention via lightboxes & engaging graphics, Puma & New Balance attempt to transfer the shopper onto the nearby product display, containing more specific information that qualifies their purchase. “16% of unplanned purchases were driven by a display the shopper saw while shopping”ġ6% seems like a small figure, but when you consider the impact this could have to a retailer's turnover, the power displays hold is incredible. With a wealth of knowledge, reviews and research available to shoppers, it’s important that retailers do everything they can to reassure customers without indecisiveness, which could lead to a sale being missed. Using graphic displays - particularly those that are animated - is the physical equivalent of digital content, providing imagery and validation of what the product looks like when it’s worn. “People are most likely to engage with branded content that contains pictures (44%), status updates (40%), video content (40%)” This is perhaps in response to the growing trend, particularly within fashion retail, of research being carried out by the shopper before they purchase. In terms of design, while Puma have gone for a minimal look, that highlights the colour of their Sesame Street range, New Balance have decided to illuminate their products which is likely down to an abundance of surrounding/ambient light.īoth Puma & New Balance recognise the importance of illuminated graphic displays throughout the store, with both brands focusing on product display areas to showcase the use of products - New Balance primarily on sport, and Puma on fashion.
Considering the entire display is monotone, and many of the shoes on display feature a heavy white sole, New Balance seem to have chosen wisely. Lux further state that participants in the study preferred lights with a red/blue/pink saturation increase, as it makes white appear cleaner. "People’s eyes were naturally drawn to areas of contrast, rather than the most brightly lit areas." Results from a study conducted for Xicato by independent lighting researcher Dr Colette Knight found that objects can appear more attractive under a light source that is slightly outside the traditional colour range for white light
By using a warm LED light, your eye is drawn to the products and are a central point of focus, but there’s also potentially more science behind the choice of the lighting colour temperature. Firstly, the shelving features bespoke LED lighting that immediately adds contrast to the surrounding displays and lighting.
PUMA SHOP NEAR ME FULL
New Balance’s ‘Made’ area particularly stands out as a result of a clever use of full height lightboxes, illuminated header signage and illuminated movable shelving.
0 kommentar(er)
