“Dikhta hai… toh bikta hai…”, is an old adage that no Indian tradesman needs explaining. And that is exactly what a well-planned in-store branding activity will seek to address. That is, to highlight his brand over that of the competitors.

A prospective buyer walks into a shop all ready to make a buy decision. Now, any decent retail outlet, be it a grocery store, a clothing outlet or a large mall, will always offer multiple brands and choices of the same product. And the customer is evaluating the various options in front of her.

It is at this psychological moment that a good marketer has to highlight his offering above the others. And this is what in-shop branding is all about. The use of strategically placed visuals at the point of sale, to influence a client to opt for your product / brand over that of the competitors.

Modern retail today, requires high visibility of a company’s offerings at the point of sale. Sellers of FMCG products vie for visual space in malls, supermarkets, retail shops, etc. In addition to stocking their wares, they also need retail branding to advertise their products at these important locations. If you are looking for a retail design agency, Orchid Digitals is well placed to help them achieve their in-shop branding goals.

Store Branding at Retail Outlets

Orchid Digitals uses its printing expertise and installation teams to brand virtually every area of a store. We can brand both the interiors as well as the exteriors of an outlet.

For the exteriors, we provide lit or non-lit shop boards. The interior walls of a store are branded with our vinyl posters. We also have a variety of glass films to help advertise on the glass partitions and frontage of a shop. Moreover, we can also customize delivery vehicles and even the floors of a shop.

The Process of In-store Branding at Orchid Digitals

Manufacturers or super stockists of consumer goods generally have a tie-up with various dealers or resellers of their products. But in addition to stocking their wares, these manufacturers need a solution to showcase their brand of products at the point of sale location. Also, most manufacturers are probably based in distant cities and may not have their own employees stationed in Pune.

So what we at Orchid Digitals do is provide the following solution to enable them to conduct a marketing campaign:

1. First we do a site check of the individual outlets
2. We explore the possibilities of types of in-store advertising at these locations
3. Next, we create a report for them to study. This report gives details about the job that has to be executed and the cost for the same.
4. Once the cost of the project is arrived at, the next step is to print the job and get it installed at the endpoint location
5. The above report then gets updated with photographs of the finished job

Reconnoitring and Report Creation for Branding Stores at Multiple Locations

Before the actual store branding work can begin, we need to gather data about what kind of prints have to be installed inside the store. We need the correct sizes of the relevant walls and glass partitions where the branding has to be done. The original artwork has to be adapted to these sizes. Finally, a report has to be created showing all this data, along with the price for each print.

Oftentimes a company needs to advertise their products at multiple locations in the city. So an initial recce report is created, showing photos of these locations. The report also gives a store wise costing, which helps the manager at the distant location, in making his budgetary decisions. Given above is an image of a report created for an apparel company for its store branding activity across Pune city. As you can see, the report clearly states the following:

1. A photo of the location where the branding has to be done.
2. The kind of media that needs to be used for the job.
3. The size of the area that needs to be covered.
4. The cost of branding that particular space.
5. Finally, once the job is done, we put up an image of the job executed, as proof of installation.

Artwork Adaptation

Stores come in all sizes and shapes. Some have hundred feet facades that can be branded, while others offer just one side of a pillar to put up in-store media advertising communication. Glass doors extend the full height from the floor to the ceiling at some stores while other owners demand that only the lower half be covered by prints.

And this variance in sizes leads to an interesting problem. That, of adapting the same brand artwork to different sizes.

The main company which needs the branding project executed generally has only one or two generic artworks. This has to be customized and adapted for each location. The design has to be vertically or horizontally resized for each store location. And before you pop the question ‘who does that’, it’s once again Orchid to the rescue.

While we are not an advertising company, we do have designers that can make the necessary changes in the artwork to suit each individual store. Do have a look at the image above which shows the same artwork being adapted to different sizes and orientations.

Some Clients for Whom We Have Done Shop Branding Work For

Printing out retail advertising collateral and installing these prints in shops and offices, is something we do on a daily basis. We have multiple teams of fitters and fabricators ready to bring the most challenging jobs to fruition. Listed below are some of the companies that we have provided services for. Also listed are images of the work we have done for them.

Media Options and Cost for Shop Branding of Retail Outlets

The mantra of any meaningful marketing program comprises of the following two points:

• Grabbing the attention of the maximum number of customers
• Achieving the above at the lowest possible cost

And to make your marketing activity a success, we have a whole lot of economical options for store branding.

The choice of media depends on the area of the shop where the advertising has to take place. For example, you would probably opt for a backlit lit board for the exteriors of the shop. Such a board is sure to attract walk in customers.

On the other hand, non lit media (like posters and vinyl prints) would suffice for the interiors of a shop. As discussed above, there are a variety of ways to brand the walls, glass partitions, floors and even ceilings of a shop. Let’s have a look at these options more closely.

Costs for Branding the Exterior of Stores

Branding the exteriors of a shop has a one point agenda. To entice a customer, to walk in. Solutions for shop boards and advertising on the glass frontage of stores are the two main categories listed here.

Media	Description – Material Specifications	Price	Reference Images (shown below)
GSBs – Backlit glow sign boards for the main shop board	Hi resolution star flex print stretched on a 16 gauge metal box frame with approximately 6 inches depth, containing electronic, Phillips or equivalent tube lights. The whole box affixed on to the wall over the shop entrance using ‘L’ brackets	₹ 280/- per square foot	Pizza hut backlit gate arch
Frontlit flex metal frame for the main board of the shop	Hi-resolution star flex print stretched on a 1 inch thick metal frame drilled on to the wall over the shop entrance.	₹ 90/- per square foot	Royal Canin shop board of pet store
One way vision mesh film for glass facades	This is a high resolution photo print on a special film pasted on the glass frontage of the store. This film shows the company branding to a passersby on the road while at the same time allowing people inside the store to look outside.	₹ 90/- per square foot	Royal Canin glass frontage of clinic
Premium acrylic ACP signs with LED lights	These are high end signs fabricated from a mix of materials like acrylic and aluminum composite panels. LEDs are used as the light source for the same.	Price depends on design and material specifications	‘Where Else’ metal letters with LED backlight

Costs for Branding the Interior of Shops

Branding the exteriors of a shop has a one point agenda. To entice a customer, to walk in. Solutions for shop boards and advertising on the glass frontage of stores are the two main categories listed here.

Media	Description – Material Specifications	Price	Reference Images (shown below)
Wall prints and posters	These are photo vinyl prints, with matt lamination, mounted on 3 mm thick sunboard. The sunboard (also known as foamsheet) is then pasted or drilled on to the wall inside the store.	₹ 110/- per square foot	Pizza Hut – Wow 99 / 199
Glass film prints	Prints on opaque, transparent or translucent films are used to brand the inside glass partitions and counters of the store.	₹ 90/- per square foot	World map pasted on glass
Floor Graphics	This is a special grade of vinyl which can be pasted on the floors of the store. Modern malls have a footfall numbering in thousands, on a daily basis. And yet, our floor vinyls are strong enough to withstand the steps of each of these visitors.	₹ 150/- per square foot	Welcome to CD corner pasted on the floor
Acrylic laser cut logos	This is a premium product which renders the name of the store or logo in laser cut acrylic. The logo has a raised 3D effect and is extremely eye catching.	₹ 600/- per square foot	I-Trend homes acrylic lettering

Please note:

• Rates mentioned above are quoted per square foot
• All rates attract 18% GST
• Transportation will be charged extra
• We carry on site installation activities in Pune and its surrounding areas only