Shopfitting and its influence on a brand

The influence of a manufacturer of shop interiors on the reception of products is an aspect of brand – shopfitter cooperation that is still insufficiently appreciated.

Companies decide to invest enormous amounts of money in media campaigns. However, more often one can find the opinions that an effective message sent towards a client should take into account the quality of the relationship between a brand and shopfitters – companies that are responsible for the production of the concept of brick-and-mortar shops. Each detail can have its meaning, therefore the quality of shopfitting should be regarded as an integral part of marketing actions of a well-planning company.

As specialists from the industry point out, proper planning and implementation time of the production have a bearing on reputation of a brand. The production must be ready at a term that was set earlier, especially if the opening of a brand’s showroom is to be accompanied by additional forms of promotion (printed materials informing about formal opening etc.).

Just like timeliness, the quality of shop fittings cannot be subject to negotiations. It is because quality of materials from which interiors of brand showrooms are made have a bearing on the perception of a brand and identifying it with good (or not so good) quality by a client. Carefully chosen materials must guarantee the quality of the display for subsequent years, naturally remembering about maintenance and refreshing the concept occasionally.

A good shopfitter should also undertake cooperation with client’s marketing department in order to make sure that a brand’s design will be effectively transferred into realities of a brick-and-mortar shop, taking into account available area in square meters, light or location. If these factors turn out to be unfavourable, one should develop an alternative concept, which will prevent a negative display of a brand.

Details translate into a comprehensive image of a brand. It is worth to remember about it when starting a cooperation with a shopfitter.

Ergo Store offers its customers a complex service in the field of design and arrangement, starting from planning strategy of selling brand and concept services, through 3D visualisations which allow to realistically view the future look of designed space, to detailed executive projects which allow to faithfully render the vision of the customer in a real space.