No matter what sort of retail environment you are working in, there will be some sort of surface available to you. Be it wall spaces in large high street shops and boutique stores, or simple countertops in smaller, even pop-up, locations, surfaces are a blank canvas for retailers to utilise in the most effective manner possible.
What is perhaps most surprising is the amount of these areas that go underutilised. Many retailers choose to leave walls, floors, windows and even ceilings blanks, perhaps to fit in with the theme of the rest of the store, but almost certainly more so that they are not aware of what they can do with surfaces.
Whether you want to showcase your products and offers to customers browsing the aisles, or even install graphics and other décor to improve their overall experience, there are plenty of options to consider.
Here, Retail Focus speaks with two major suppliers in this market to find out more about the possibilities of surface work.
Enhance a customer’s overall experience
First up is Drytac, a specialist supplier of films and vinyl that are used in everything from wall and floor graphic applications to vehicle wraps and exterior graphics. Amanda Lowe, global marketing director at Drytac, said as retail is forever changing and evolving, customer in-store experience is key to bringing consumers through the doors and keeping them engaged.
“With online retail stores changing how your consumers are shopping, the pressure is on to create meaningful and lasting in-store shopping experiences,” Lowe said. “Through the use of window, wall, floor and outdoor branding, you can communicate with customers without even saying a word.
“Graphics can enhance a customer’s overall experience from communicating a promotion, showing how to style a product or even general directional signage to provide an easier experience.
“Drytac, with its adhesive science, has developed a portfolio of graphic solutions to brand all your surfaces. Our quality of material will provide peace of mind to support all your short-term and long-term campaigns with various levels of installation needs to save you time and money.”
Economical and effective
So, what are the benefits to working with film and vinyl products as opposed to other media and solutions? Lowe said as sales and promotions come and go, so must your graphics. By working with a film that will go up effortlessly and remove cleanly when needed, this offers a more economical solution that require less up-front investment in comparison to other technologies.
“Retailers can increase sales by creating a space that customers want to spend time and money in,” Lowe said. “They can make a big impact with custom graphics that may not be able to be accomplished with screens or other technologies.”
Among Drytac’s wide-ranging portfolio of solutions are three products suitable for use in retail environments. The first of these, ReTac Smooth 150, is a polymeric PVC film that can be installed, removed and even repositioned without leaving residue on the surface underneath.
Also available from Drytac is SpotOn White Matte, a monomeric PVC film suitable for short-term applications such as POP and retail signage, trade show and exhibition graphics as well as office interiors. In addition, ViziPrint Impress Clear is an optically clear versatile solution for self-adhesive applications on glass and other smooth, flat surfaces.
The proof of these products is very much in the pudding, with Drytac offering up a number of examples where a retailer has used these solutions on surfaces inside and outside their location.
Vancouver-based Premier Graphics used Drytac SpotOn White Matte to complete impactful window graphics project for local vegan food business The Very Good Food Company. The graphics were produced and installed on windows to cover up work that was going on inside the store.
Also in Canada, Warwick Printing used ReTac to produce bold wall graphics for use inside South Country Co-op Liquors store in Alberta. As well as promoting the spirits, beer and wine on sale, the mural had a personal touch with a ‘Cheers Redcliff’ message.
Eye-catching and creative designs
Another specialist supplier that has worked with brands and marketers on retail-focused campaigns is Antalis. Claire White, specification consultant for visual communications at Antalis, said “experiential” now plays a key role within retail environments, helping to create interest and improve the overall shopping experience for customers, whilst moving away from more traditional marketing methods.
“The use of theatrical displays within windows and creating point-of-purchase (POP) displays across floor and walls can help to promote and optimise key trends, campaigns, messaging and services for the retailer as well as offering practical information, especially in underutilised spaces,” White said.
“Eye-catching and creative designs, supported by carefully selected, printable media can deliver a brand’s in-store objectives, by attracting, engaging and motivating the shopper to purchase goods and services.”
When it comes to the sort of materials retailers should be looking to work with on surface work, White said the use of vinyl graphics within retail has highlighted the medium’s versatility. According to White, vinyl allows brands and retailers to create and easily update interior decoration, point-of-sale (POS) and signage at relatively low cost.
“Vinyl is typically easy to cut, print and offers a long-lasting professional finish to a number of applications without the need for additional fixings such as stretch graphic or poster frames,” White said. “There are also several PVC-free and recyclable options available for those looking for a more sustainable solution.”
Key to success
Mapping out these options, White said the main products of interest to retailers include self-cling vinyl, which she described as an “excellent” way to install short-term, removable, repositionable and reusable graphics in the store environment. This vinyl can be applied by staff rather than professional fitters, in turn reducing carbon footprint through travel, wastage and cost. It is also 100% recyclable at end of life.
Another solution that should be on the radar of retailers is self-adhesive vinyl and paper, which White said offers an easy way to update interiors, highlight promotions, cater for seasonal changes and create interest across all areas of the store environment.
“With many different options available, specification of the right material for each project ad application is key to success,” White said.
Keeping this in mind, White opened up about the products available from Antalis to help with surface-based work.
Firstly, Coala Magic Cling is a PVC-free, statically charged self-cling vinyl available in clear and white options. White said this is ideal for use on glazing and most flat surfaces for up to three months without the need for adhesive or tape. Made from polypropylene, it is also 100% recyclable.
Another option from Antalis is Coala Paper Stick, a PVC-free alternative to traditional PVC vinyl. Made from FSC-certified paper and a water-based acrylic adhesive, the Coala Paper Stick range offers solutions to cover most short-term indoor wall applications.
Finally, Coala PP Stick is billed by White as “ideal” for indoor and outdoor sign and display graphics applied to smooth surfaces. The Coala PP Stick range is available in white gloss and matt finishes and comes with water-based adhesive in a choice of removable, permanent and high tack. Made from polypropylene, it is PVC-free and 100% recyclable.
From speaking with a number of suppliers, it is clear to see the opportunities available to retailers when it comes to maximising the use of surfaces. Add in that there are plenty of different products to work with when producing displays, and there should be lots of food for thought for future campaigns.
