Source: IAC Advertorial Article – Canadian Retailer Magazine (See Here)
With the modern consumer becoming increasingly desensitized to traditional storefront advertisement, it has become more apparent than ever that retailer must adjust their strategy with respect to the physical retail space in order to compete. According to research presented in Retail Council of Canada’s Canadian Shopping Centre Study 2019 (see study here), Canada’s top-tier shopping centres continue to see increase in sales per square foot. In order to capitalize on this, brands must now ask themselves the following question when conceptualizing a retail environment: what does the customer see when they approach our space?
The answer to the question is everything. Customers are no longer fixating on an isolated aspect of the space but are instead viewing the whole environment as an experience. With this demand for an enhanced shopping experience, brands are forced to adapt a strong omni-channel approach that is visual and interactive across all touch points. One of the most effective ways to capture this within physical retail is to enhance the visual space through dynamic, light driven displays.
Many small retailers may view lighting within their stores as an afterthought. While others may simply use it to set the atmosphere of the physical space. However, dynamic lighting within the store can have a strong impact on the overall experience. In fact, research has shown that it can have an effect on the cognitive purchasing habits of the consumer as well.
Finding the right balance of high-quality graphics and inviting store lighting can sometimes be tricky. One of the most effective, yet overlooked solutions is the proper integration of soft signage lightboxes. As many within both the visual communication and retail industries know, the combination of lightbox technology
with captivating imagery is an attention-grabbing alternative to traditional store signage. Perhaps less known is the importance of utilizing the benefits of light box technology to complement existing in store lighting.
The visual communication industry was previously limited to the dated technology of the time and offered a “one size fits all” approach to this solution. However, with today’s light-emitting diodes (LED) technology, including programmable moving sequences, lightbox graphics have taken on a new meaning when it comes to fully integrated illumination. Like the space itself, not every LED lightbox is designed the same. Many retailers already have a general understanding as to why light temperature throughout their space is conducive to consumers spending time and money within their stores. In order to maximize both of these metrics, retailers must evaluate how they want their customer to feel within their environment. Studies have indicated that cool white lights can make a space feel more spacious and inject a modern, clean look. On the other end of the spectrum, warm inviting lights can make a customer feel safe, creating a comfortable environment, prolonging their time in the store. Marrying the two aspects of proper lighting and captivating graphics can make all the difference in the consumer’s buying potential.
While lightbox technology is viewed as a premium alternative for in-store signage, it is important to view the solution from a different angle rather than that of consumer facing media. Due to the utilization of soft signage (fabric printing) as the primary graphic application, LED lightboxes allow for logistical efficiencies across multiple physical locations. While companies throughout the visual communications industry will reserve the right to first round installations, the typical daunting task of campaign transitions can now be easily facilitated by a store employee.
With respect to logistical efficiencies, one . of the most important aspects of soft signage lightboxes are a major decrease in campaign graphic fulfillment costs, primarily with respect to shipping. Traditionally, the fabric utilized with lightbox technology required that the company roll the graphic on a rigid core
to minimize defects. This resulted in increasingly large packages as retailers began to expand the size of their graphic needs. With the advancements in dye sublimation fabric printing, the visual communications industry is now able to offer high quality backlit material that folds into a neat and tidy package that is
more than half the size of a rolled graphic.
As one of the leading lightbox providers, IAC understands the ever-changing landscape of physical retail. We have partnered with associations like Retail Council of Canada to ensure that we offer brands across the nation an alternative to their traditional in-store POP signage. With over 50 years of combined experience servicing the retail industry, we are dedicated to helping brands capture and maintain the ever-diminishing attention of the consumers. As a company, we live by the motto “Make A Statement”—and we want to pass that along to our customers.
