Digital Signs Increase Sales! – Volunteer for a Free Trial

Digital Signage Trial

Curated Content Design, Management, Delivery: There is no shortage of TV’s, monitors, and digital media presentation devices both available and already installed in public spaces. Curated Content for these, on the other hand, is less successful and often non existent. Independent retailers, service providers and non profit organizations are especially susceptible. Landlords, Developers, and Real Estate Agents could use some help too. We already design for this client, representing both visual brands and the spaces in which the are displayed. Curating the digital sign content is a natural conclusions of our efforts in this direction.

We are testing a new content management service and are inviting participants. If you are an online and/or “bricks n mortar” retailer, service provider, nonprofit, landlord, developer, real estate agent, in fact most any small business, and interested in installing and/or pushing content to a media kiosk at a physical location of your choice, we invite your participation. The trial is no cost, no HDMI or special wiring is required, and significant advantages are offered. For details, examples projects and to sign up please follow the link.

Why Digital Signage

Real Benefit = Sales: Digital signs, when installed in public places, increases sales. It is a fact! Examples are everywhere as are those who write about them. Irfan Khan, writing a guest post for Sixteen:Nine summed it up better than I ever could.

We designed this display to introduce and explain a new product/service being offered by this “free trial” participant. The composition of the display and the content of the digital presentation has been curated to feature and support the new practice. This is a small display used in a small retail area. Content may be displayed on any size screen so the size of the TV and configuration of the display is a choice not a limitation.
  • In public venues digital signs reach more customers than websites or social media.
  • Customers engage with them.
  • They spend longer looking at digital images than traditional signage.
  • They also remember the message.
  • Digital signs standout.
  • They may drive impulse buying.
  • They stay relevant.
  • They inspire action.
  • They promote featured products and services.
  • They showcase a brand.
  • They drive sales.
  • They shorten wait times.
  • They fit into unexpected environments.
  • They induce a customer to stay around.
  • The results justify the advertising $ spent.
  • Businesses give them positive reviews.

Trial and Error is Valuable

Successes: Successful digital signs are physical displays created by the integrations of hardware, electronics, software solutions, and graphic/media content. Without outside help, many small businesses have neither the time nor the resources required to implement a successful digital signage program. Whether small with a single display or large with multiple screens, the implementation process is the same. Finally, presuming all else is perfect, if the content misses the mark then the program is apt to fail. There is no substitute for actual trial and error. In their 2018 Content Management Report Adobe tells us how Alex Honnold tried 50 times before successfully scaling El Capitan. They go on to list these top digital signage challenges:

  • Personalization
  • Keeping up with current technology
  • Difficult-to-use content management systems
  • Over-reliance on IT teams for simple functions
  • Inadequate access to customer data and insights
  • Integrating third-party apps
  • Managing and optimizing content

We do not see the need to try 50 times, nor do we claim to have all the answers. We have, though, been practicing and studying the issue for almost two years. We are ready to try out what we have learned and invite you to try with us. Follow the link to learn more.

Bridget Gaddis, is a Licensed Architect and LEED-accredited Professional practicing nationally, and locally in the Washington DC area. She holds professional degrees in both Architecture and Interior Design, and with a comprehensive background in commercial retail design, planning and construction has completed projects for such for such well known brands as Chloe, Zegna, and Bvlgari. Her career began in tenant coordination and site planning for two well-known Cleveland developers, followed by six years in store planning for a national retailer. After a move to New York City in 1997, she spent the next years working for architecture firms specializing in retail projects. In 2011 she started her own practice in Alexandria, VA. Ms. Gaddis is the author of two blogs dealing with architectural subjects.

Retail Design 2019 – Authentic instead of Augmented

I recently read a blog post entitled “3 Retail Design Trends To Transform 2019.” I thought the article offered a telling view of how retailers are thinking about marketing, and related store planning activities for the new year and beyond. To summarize, not necessarily in order:

Brand Ambassador for Cake Decoration.

Trend Two said basically, when it comes to store design, technology has gone incognito in favor of “connections through context;” meaning conversations with customers and links to community are created by customer interaction with tangible, tactile products.

This is a lot of words to say that if you are a shopper in a hobby and craft store with a compelling display of cake decorating tools, you may, not only pick one of these up and try it out, but also buy it as a gift for your cake decorating buddy who might then share the resource with the entire cake making class. Bingo! You have become an ambassador for the brand and it matters little if you purchased the device at an interactive kiosk, self checkout, or old fashioned POS station, implying that the sale was not made until you were able to hold the actual product in your hand.

Trend Three, still out of order, was about using the physical environment to “empower” – presumably customer – “behaviors” rather than the other way around. The example cited is really esoteric in that everything in the shop has one price: entry into the store, which will, ostensibly, buy the customer a relationship with another person or person(s) through the use of artistic expression operating by way of a convoluted “trade it forward” process. If not very practical, it is definitely thought provoking.

I tried to think of another example of how this might work and could only come up with the idea of one of those chain letters that people send around instructing their friends to “pass it on” or something terrible will happen. This idea was too creepy, even for me, so I decided to ignore it. You can read about the example store at the link.

Trend One, where we find the real substance, suggests that “bricks n mortar” retailers are, indeed, justified in advancing a real product as long as said product makes an emotional connection with the customer. It is an approach that places outcome over experience, motivation over behavior.

Still using the example of cake decoration, I went looking for a suitable visual expression of how it feels to create a valentine for a friend. The image in the photo jumped out at me because, even in the non cake making world, it is totally relatable. If I was a supplier of cake decorating implements, I would use it for a poster on a display targeting the non commercial market.

Lest one get too excited about the prospect of once more advancing a real product, it is probably important to say that accomplishing a “retail design… about creating an emotional connection” is not so easy. Detailed and specific knowledge about the customer base working together with a flexible store design is required for success.

The referenced article appears in the Insights section of the Chute Gerdeman website. Chute Gerdeman is a brand experience company located in Columbus, OH

Bridget Gaddis, is a Licensed Architect and LEED-accredited Professional practicing nationally, and locally in the Washington DC area. She holds professional degrees in both Architecture and Interior Design, and with a comprehensive background in commercial retail design, planning and construction has completed projects for such for such well known brands as Chloe, Zegna, and Bvlgari. Her career began in tenant coordination and site planning for two well-known Cleveland developers, followed by six years in store planning for a national retailer. After a move to New York City in 1997, she spent the next years working for architecture firms specializing in retail projects. In 2011 she started her own practice in Alexandria, VA. Ms. Gaddis is the author of two blogs dealing with architectural subjects.

Owning It

Owning a small business is like starting a family but often I feel like a single parent with quintuplets.

When I first began my business in 2012 I filed out all of the correct paperwork. As it would seem, I did so in the most backwards order I could imagine. This was not by my poor planning as much as it was my overall lack of knowledge about the entire process, which between you and I is not incredibly obvious even after having gone through it. I do have to give credit where it is due and I owe a lot to the Small Business Development Center as I may not be where I am today without their guidance.

As a small business owner I have had to wear many hats and to keep my costs low I have had to wear all of those hats on my own.Meghan

The Photographer As a lead photographer I have enjoyed the ability to be as structured or organic as I like and have been able to be creative with on the spot changes due to weather, venue and wardrobe mishaps. I feel that this is my strongest role and one that I am constantly improving and honing. A big thanks to friend and fellow photographer Sam Dingley for my stunning headshots. That comes off like I am bragging about me, but I promise I am bragging about his photography skills.

The Website Designer In all fairness the bare bones of my website was originally created by a friend Kendall Totten Design who is an incredible developer but is now ran almost entirely by me. I try to check in with her once or twice a year to do an overall update to my site when I need assistance with code or say, I accidently delete a section of content. Oops. But other then that, all content, now comes from me in all of my glorious grammatical errors.

The Ad Executive I do my best to funnel all social media traffic back to my website but at this time do not use any paid advertisements to gain clients. My social media presence is crucial to my image so I do my best to keep my brand consistent. My logo was again created by a dear friend Mindy McPeak Illustration and my business cards and header by another Graphic Designer friend Danielle Webb who I think I traded the designs of for wine and cheese. Overall my business is driven by word of mouth. My clients return year after year and tell their friends about their experience with me and in turn become new clients.

The Attorney I cannot afford one at this time and so I am my own legal counsel. I have done my best to be upstanding and have tried to protect myself by using contracts and holding a Limited Liability Corporation (LLC). I even keep my business bank account separate from my personal account. I figure there is no excuse for being careless so I might as well be prepared.

The Salesman I like to pride myself on my ability to sell. I used to sell for J.Crew and could sell corduroys and chino’s like it was my job. And at Cheesetique I used to sell cheese and wine like it was my job, because at one time it was my job. But now, I am in the business of selling myself. Gasp. And this is not easy for me. I believe I am an incredible artist and yet it takes everything in me, to sell me. It is not like I bathe in confidence but I do have to overcome myself sometimes and sell my experience, skill and artistry.

The Accountant I file my own taxes. I create my own budget. I try to keep my advertising costs and business expenses low. I pay sales tax in three states and currently for an LLC in one. I file everything on my own that I need to keep my business running and upstanding with the law.

The Balance I am a full time wife and mother and so it is essential that I maintain a balance with my work. I tend to work nights (editing) and weekends (photographing) when my partner can be with our little one. The lifestyle of a Wedding and Portrait Photographer lends itself well to my available schedule.

Starting Your Own Business? Ask for Help The Small Business Development Center of Alexandria was an excellent resource for me when I began my business and they helped to point me in the right direction and showed me where to file my LLC, Business License, Trade Name and Sales Tax. I also had to set up an Employer Identification Number (EIN) with the IRS and I would not have known this had it not been for their assistance. I also took advantage of their social media counseling which has proven to be priceless.

You can reach me at:

 

(202) 681-9848

[email protected]

http://www.shotinthedarkphoto.com/

 

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Store Design: Materials

I was researching another project when I ran across these book stores. I was looking for examples of how different building finish materials can change the perception of merchandise quality in a store design, and as these views are void of brand signs, they allow for a fairly objective comparison on a store planning level as well. The examples were good enough to turn into an article as follows:

Store 1
Store 1

Store 1 – This first store reminds me of Strand Bookstore in New York City, locally famous for used books, which should not come as a surprise as the plastic on the windows, mismatched fixtures, cheap but effective fluorescent lighting and existing brick walls and wood floors all suggest, not only extreme economy, but also sustainability. The chairs and wide aisles suggest a comfortable and possibly entertaining shopping experience. In NYC this equals “shabby chic.” Anywhere else it risks being just shabby.

Store 2
Store 2

Store 2 – The actual fixtures used in this store, likely high quality painted wood, display the merchandise for maximum advantage and provide storage as well. Nevertheless, carpet and acoustic tile floors and ceilings are strictly utilitarian, as is the lighting, which is adequate but stylistically dated as it is used here. The monotone, high foot candle light level removes the possibility of any particular focus or feature areas, as does the “many evenly spaced rows” type of layout. This ambiance is all about volume and possibly crosses over to discount.

Store 3
Store 3

Store 3 – This appears to be a high profile, historic, urban environment that is possibly a destination unto itself. Efforts have been made to help the store fixtures disappear into the location. Wood shelving and display tables match existing architectural trim and carefully placed invisible light sources outline perimeter merchandise walls artfully tucked under the balcony. Like dancers in a grand ballroom, table top displays nicely present the merchandise to main floor shoppers. A polite, public mood prevails.

Store 4
Store 4

Store 4 – This is another example of how existing buildings can drive the retail ambiance of a space. Exposed structure, skylights, stone walls, and distressed concrete floors identify an industrial loft type environment made relevant by the addition of colorful art lights, and a bit of modern ceiling material. Tall store fixtures made of construction grade wood emphasize the soaring ceiling height and merge into the prevailing aesthetic. One might be surprised to find that this trendy store, like store 1, is also selling used books.

Store 5
Store 5

Store 5 – Perhaps the most unique of the stores, this is defined first by the the top to bottom wood finishes and then by the contemporary parkitecture, including the shelving units carefully incorporated therin. Visions of everything from Hoss Cartwright’s Ponderosa to Bilbo Baggin’s Hobbit Hole are conjured. The place practically invites the shopper to enter a mysterious world of fantasy.

Store 6
Store 6

Store 6 – Finally we have the shop of no finishes, except of course the books, representing the weighty world of gold bound illuminated manuscripts and classic volumes read and reread over time in days when they had more than just historic value. This is the revered library showing up in Patrick Rothfuss’, The Name of the Wind.

Finally, it is of interest that, in spite of differing book sizes, the shelf heights have been maintained to form continuous horizontally aligned rows of books in all of these stores.

All photos on this site belong to the author, are used under Creative Commons or with permission from the photographer. The source may normally be found by following the link attached to the photo.

Bridget Gaddis, of Gaddis Architect, is a Licensed Architect and LEED-accredited Professional practicing nationally, and locally in the Washington DC area. She holds professional degrees in both Architecture and Interior Design, and with a comprehensive background in commercial retail design, planning and construction has completed projects for such for such well known brands as Chloe, Zegna, and Bvlgari. Her career began in tenant coordination and site planning for two well-known Cleveland developers, followed by six years in store planning for a national retailer. After a move to New York City in 1997, she spent the next years working for architecture firms specializing in retail projects. In 2011 she started her own practice in Alexandria, VA. Ms. Gaddis is the author of two blogs dealing with architectural subjects.

Crossing Over the Line of Confusion

This is an instructive exercise on two levels. First lets consider the impact of merchandise placement in the black and white photo. It is quickly apparent that the main show, directly in the line of view as a customer enters or passes by the store, is an indecipherable patch work which says little about the products being sold. Also, there is actually some secondary “visual cognition”going on as our eye looks for clarity and finds it in the higher contrast which appears on the side walls where individual items or groups of items have been carefully framed by the surrounding architecture. This can be an effective technique when used in the right location; nevertheless assigning center stage to a confusion of merchandise is risky and could easily send customers searching for more understandable views in an adjacent store.

There is more to this particular story though as the second lesson is about what happens when highly saturated color is added to the mix. Suddenly what was a wall of confused merchandise becomes a high visibility focal point standing out in and being framed framed by the mid-tone world. Now the wall of merchandise has attracted attention sufficient to cross over the line of confusion and land squarely on the side of interest. Very interesting indeed.

Bridget Gaddis, is a Licensed Architect and LEED-accredited Professional practicing nationally, and locally in the Washington DC area. She holds professional degrees in both Architecture and Interior Design, and with a comprehensive background in commercial retail design, planning and construction has completed projects for such for such well known brands as Chloe, Zegna, and Bvlgari. Her career began in tenant coordination and site planning for two well-known Cleveland developers, followed by six years in store planning for a national retailer. After a move to New York City in 1997, she spent the next years working for architecture firms specializing in retail projects. In 2011 she started her own practice in Alexandria, VA. Ms. Gaddis is the author of two blogs dealing with architectural subjects.

Visual Synergy

From http://fixturescloseup.com by fellow blogger Tony Kadysewski

From http://fixturescloseup.com by fellow blogger Tony Kadysewski

Wow! What a great example of what can be done with the most simple and inexpensive props. This photo, from a post by a fellow blogger about how it is easier to sell the idea of color rather than the idea of painting a wall, does a whole lot more than that. It does such a good job of attracting visual attention that even a guy living out of a suitcase might think about looking for something to decorate.

So, let’s consider what makes this work? Not only do the bold colored stools do a great job of counteracting visual noise on the glass, they are at a very recognizable “human” scale. Every one knows what the table in their living room looks like. Also the tables, size wise the biggest elements in the window, are repeated at a smaller scale in the colored boxes and paint samples in the background. These not only have the effect of drawing the passerby directly into the shop, but are also made more interesting because of the suggestive graphic used as a backdrop in the window. The synergy between the window display and the store interior is very successful in this project. The message is clearly that the interior of the store is as dynamic as the exterior. It is a message that is often overlooked by specialty retailers.

Bridget Gaddis, is a Licensed Architect and LEED-accredited Professional practicing nationally, and locally in the Washington DC area. She holds professional degrees in both Architecture and Interior Design, and with a comprehensive background in commercial retail design, planning and construction has completed projects for such for such well known brands as Chloe, Zegna, and Bvlgari. Her career began in tenant coordination and site planning for two well-known Cleveland developers, followed by six years in store planning for a national retailer. After a move to New York City in 1997, she spent the next years working for architecture firms specializing in retail projects. In 2011 she started her own practice in Alexandria, VA. Ms. Gaddis is the author of two blogs dealing with architectural subjects.

In Search of the Perfect Daytime Storefront: VII. Simply Successful

I deliberately left the storefront sign out of this photo in an effort to help the viewer maintain objectivity. Can you determine what product is sold here? High contrast graphics are artfully installed first on the storefront glass and then repeated on the white backdrop in first a lighter color and second a smaller scale, creating the previously discussed concept of visual cognition and leading the shopper to focus on the dinnerware. Not surprising then, that the store is Bed Bath and Beyond. Further, the street reflections are kept to a minimum by the awning. Adding a few pieces of colored dinnerware into the mix might have been an improvement, but the window is nevertheless simple and successful as is. In my experience it takes a true professional to practice the restraint necessary to implement such a sophisticated design.

Bridget Gaddis, is a Licensed Architect and LEED-accredited Professional practicing nationally, and locally in the Washington DC area. She holds professional degrees in both Architecture and Interior Design, and with a comprehensive background in commercial retail design, planning and construction has completed projects for such for such well known brands as Chloe, Zegna, and Bvlgari. Her career began in tenant coordination and site planning for two well-known Cleveland developers, followed by six years in store planning for a national retailer. After a move to New York City in 1997, she spent the next years working for architecture firms specializing in retail projects. In 2011 she started her own practice in Alexandria, VA. Ms. Gaddis is the author of two blogs dealing with architectural subjects.

In Search of the Perfect Daytime Storefront: VI. Donating High Cost Display Space

Blossoming Backdrop

I am always surprised when companies with large store planning and marketing resources, not to mention budgets, create and then miss visual display opportunities. It is hardly necessary to comment on the problem here. Any student of this blog can see that the white cut work backdrop forms a high contrast and visually compelling pattern against the black storefront surround and dark interior. It had my attention from across the mall, leading me closer, to be captivated by the interesting pattern. I actually found my self trying to see, snow flakes, flowers, even lace.

So the real question is what did I not see. Of course the main event absolutely disappears. The fix here is too easy to be missed. Just imagine what a great display this would have been had the mannequin been dressed in bold color blocked garments. I almost went in the store to see if they had a suggestion box. Also, on a more serious business note, this is some very expensive real estate. To expensive to be donated as a public service gallery when it should be selling a product.

I see and additional flaw in this display, which may be personal preference and pales in comparison to the aforementioned larger issue, but is, nevertheless, worth a mention here. I have a problem with headless mannequins in storefront displays. I find them unnatural and too cheap for all but limited use.

Bridget Gaddis, is a Licensed Architect and LEED-accredited Professional practicing nationally, and locally in the Washington DC area. She holds professional degrees in both Architecture and Interior Design, and with a comprehensive background in commercial retail design, planning and construction has completed projects for such for such well known brands as Chloe, Zegna, and Bvlgari. Her career began in tenant coordination and site planning for two well-known Cleveland developers, followed by six years in store planning for a national retailer. After a move to New York City in 1997, she spent the next years working for architecture firms specializing in retail projects. In 2011 she started her own practice in Alexandria, VA. Ms. Gaddis is the author of two blogs dealing with architectural subjects.