While many other retailers are cutting back and playing it safe, Disney is taking risks. Disney is putting into motion an expensive and very aggressive redesign of its 340 stores in the United States and Europe.
Disney will be getting a high-tech makeover from the floor up incorporating recreational activities. The goal is to make children want to visit the stores and want to stay longer, hopefully boosting sales.
After much internal debate, the estimated million pound reboot is being set in motion. Several board members feared its lavishness would prompt parents to use the stores as a nursery and others worried people would come for the entertainment and not buy anything.
There will be theatres in which children can view clips of their choice as well as participate in karaoke contests. Children may even be able to chat with Disney stars via satellite. Computer chips embedded in the product packaging will activate hidden features in the store. For example, holding a princess tiara will activate a “magic mirror” and Cinderella might appear and say something to you.
More features include the 13-foot-tall Lucite trees which will crackle with video-projected fireworks and sound with the touch of a button and the scent component. If a clip from Disney’s coming “A Christmas Carol” is playing in the theatre, the whole store might suddenly be made to smell like a Christmas tree.
The brilliantly redesigned stores may bring in the crowd for entertainment only, but the hope is that when customers are ready to spend money again, Disney stores will be ready.
Some of the best designed stores look amazing before you even notice what’s for sale.
Similar to Ikea’s mock room set-up, L’Appartement’s interior entices you to come in. It looks like a lush, well-decorated and furnished home.
Once in, after appreciating the beautiful decor, you begin to notice what’s actually for sale. Many of the items are exclusive to L’Appartement and showcase designer’s creations.
I think it’s the visual impact of the shop interior that makes it successful. When laid out in a lavish, creative way you can really appreciate the ingenious design of it’s products. It also allows you to visualise how the products would look and what other pieces would coordinate with them. It’s shops like this that make it hard to leave with only one item.
When designing store displays, the main goal is to capture attention. The Guitar Store took that concept to the street, literally.
I have to admit I think there are a lot of tacky shop fronts in the UK. Some shops completely ignore the historical architecture of the existing building with bright and repulsive colours. Others keep the historical aspect of the architecture and blend in with the rest of the building, but this shop has been creative with their store front.
Looking like a speaker amp, it captures the attention of those in the street. It certainly will capture music lovers who may be a target audience, but I think it draws attention from all passer-bys.
Store displays are designed to send a message and are intended to remain static. Many are designed for short period of time, such as the span of a season or trend. A clothing retailer, for example, will change it’s displays weekly or monthly. It will have to change it’s colours, style and attitude to keep up with the trends. This store front works because the products the shop sells are very specific and do not tend to change with the wind.
Photograph courtesy of www.theguitarstoreonline.co.uk
I found a point of sale display, created by David Tonkinson, that is beautiful and creative. His brief was to design a confectionary chocolate and a POS to go along with it. The chocolate is moulded to form petals of a flower. You can then “pluck” the petals of chocolate to eat and share. The chocolate and its packaging alone are fascinating, but the display is what I’d like to comment on.
I think a point of display should be simple and eye-catching. I also believe that the best displays are those that draw the customer in and create an experience for the customer. You can see Tonkinson’s flower design for the display here. Keeping with the flower theme, he created a display that mimics the inside of a flower. The packaging is designed specifically to fit into the display and has simple, chic effect.
I think the whole idea from the product to the packaging is really innovative. The display’s beautiful design visually lures you in and the product is so unique that you can hardly resist to buy it.
No matter how innovative, quirky or unique a POS is, there are basic standards that, in my opinion, successful POS should meet.
Obviously, it should be visually appealing; the display should draw you in and spark your interest. I personally like bright and inviting.
Following this, it should be balanced. It looks nice when the products and display have somewhat of a symmetry about them. When balancing something visually, it makes it easier to look at for the customer.
Keep it simple. Don’t over clutter the display. It can be confusing for the customer. Instead of luring them in and sending a desired message it can have the opposite effect. To manage this issue, make sure you focus on a theme. Your theme can be based on a colour, style, price, season, etc. By sticking to a theme, you can still be elaborate without the confusion.
Make the layout of the design easy to browse. Once you’ve got a customer’s attention, make sure that interaction with the display is easy and comfortable, leading the customer to buy more.
Those are some of the main notes I think a POS should hit. It’s simple for anyone to create no matter what the product or how high or low the budget.
I found this photo from another blog of a stall in Marrakesh. It brilliantly encompasses all of the points I mentioned above, proving the simplicity of point-of-sale.
A retail crew at Puma recently built a Ferrari to create quite a unique display. A usually highly innovative and technical process that could take days only took this crew a few hours. They built it out of t-shirts, jeans and other Puma stock they had at hand.
Although it only took an afternoon, it took weeks of planning to turn a pile of clothes into a finely-tuned machine.
This creative display is unique and draws a lot of attention, whilst obviously promoting Puma’s link with Formula 1 as well as with other motorsports. Reading about it compelled me to research the brand and even watch a video on YouTube of the whole building process. It’s a well rounded advertising move as it’s a creative in-store display as well as having potential to go viral.
To create the Ferrari Grand Prix car out of designer gear it took 1,500 T-shirts, 88 pairs of Jeans, 20 belts, 26 pairs of shoes and baseball caps. It may look like it’ll go 200 mph, but this set of wheels is staying put.
The final product is impressive, but watching the video is just as awe-inspiring.