From Premium Berlin, July 2017, this stand looks great and feels inviting.
Why they're doing it right
Room to browse
With a relatively large space this brand was smart to not overfill their stand which allows room for movement. The open space makes it easy to see products from the aisle. And there is clearly room for a buyer to enter the stand, explore the collection, and pull product off the rack to see it in more detail.
Meeting table surrounded by products
Rather than push the meeting space to one side, and put product on the other, by integrating the meeting table into the middle of the space it makes it much easier to invite a buyer to sit when a chair is no more than a step away. And products are always within arm's reach.
Island of featured products
I love this island. It allows the brand to strategically feature one product—likely a new or redesigned product—which demonstrates that they have a clear marketing plan; they want buyers to know that their brand offers shoes in addition to apparel.
The island is also a nice buffer between the sales team and an uncertain buyer. The island allows the buyer to feel safe while browsing the table. When a sales person approaches the island the buyer can feel safe to engage with them or to say no thank you. During a meeting the island visually blocks the activity outside of the stand and allows buyers to focus better.
Nicely merchandised by color
The brand is very good about presenting the season's color palette. Many styles are shown in the same color so buyers can focus on the product design, function, and quality. When a buyer does ask about additional colors the sales person will know that this buyer is a good potential customer.
Minimal decor
White walls, very light wood floor, and a smaller brand logo on the back wall, help to place all of the focus on the product.
0 comments:
Post a Comment