“Dikhta hai… toh bikta hai…”, is an old adage that no Indian tradesman needs explaining. And that is what a well-planned in store branding activity will seek to address. Any decent retail outlet will always offer multiple brands and choices of the same product. A prospective buyer walks into a store all ready to make a buy decision. S/he is evaluating the various options placed on the counter / shelf, in front. It at this psychological moment, that a good marketer has to highlight his offering above the others. This is what in store branding is all about. Using strategically placed visuals at the point of sale location to influence a client to opt for your product 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. They need to advertise their products at these important locations. And Orchid Digitals is well placed to help them achieve their in store branding goals.
Store branding at retail outlets
Orchid uses its printing expertise and installation teams to brand virtually any area of a store. We provide lit or non-lit exterior shop boards. We paste prints and posters for walls and glass partitions. We can customize delivery vehicles and even the floors of a shop. Manufacturers or super stockists of consumer goods generally have a tie up with various dealers and re-sellers, of their products, in the city. But they need a solution to showcase their brand of products at the point of sale. What needs to be done is for someone to go to the individual outlets and put up the relevant advertising material. This is where Orchid Digitals comes in.
Media options and costs for branding stores and 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
At Orchid Digitals we have a whole lot of economical options for store branding. More particularly, we use the following media to brand different locations of a shop.
Branding the exterior of storesThese are solutions for branding mainly the shop board and the store front glass front.
|GSBs - Backlit glow sign boards for the main shop board|
Price = Rs. 280/- per square foot
|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|
|Frontlit flex metal frame for the main board of the shop|
Price = Rs. 90/- per square foot
|Hi resolution star flex print stretched on a 1 inch thick metal frame drilled on to the wall over the shop entrance.|
|One way vision mesh film for glass facades|
Price = Rs. 90/- per square foot
|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 passer byes on the road while at the same time allowing people inside the store, to look outside.|
Branding the interiors of shopsThese are solutions for branding mainly the walls, floors and glass partitions inside a retail store.
|Wall prints and posters|
Price = Rs. 110/- per square foot
|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.|
|Glass film prints|
Price = Rs. 90/- per square foot
|Prints on opaque, transparent or translucent films are used to brand the inside glass partitions and counters of the store|
Price = Rs. 150/- per square foot
|This is 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.|
|Acrylic laser cut logos|
Price = Rs. 600/- per square foot
|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.|
- Add 18% GST to the above prices
- Transportation may be charged extra if applicable
Onsite installation of prints at shops across the city
Just offering the above prints does not constitute a complete solution. In addition to our printing prowess, we have also have teams of fitters and pasting guys. These people go over to the various locations in the city, to fit the prints. This initial print, to final installation solution is exactly what makes Orchid Digitals the right choice for your in store branding project.
Reconnoitering and report creation for branding stores at multiple locations
Many a times, before the actual store branding 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. 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 below is an image of a report created for an apparel company for their store branding activity across Pune city. As you can see, the report clearly states the kind of media that needs to be used, its size and its cost. This is also referenced to an image of the location where the print is going to be put up.
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 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.
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’, its again Orchid to the rescue. While we are not an advertising company, Orchid does have designers that can make the necessary changes in the artwork to suit each individual store.