JUST SCRATCHING THE SURFACE

By Rob Fletcher

One of the most plentiful yet underutilised areas of retail, we take a look at how retailers can make the most out of blank surfaces to improve the shopping experience and promote offers to customers.

No matter what sort of retail environment you are working in, there will be some sort of surface available to you. Be it wall spaces in large high street shops and boutique stores, or simple countertops in smaller, even pop-up, locations, surfaces are a blank canvas for retailers to utilise in the most effective manner possible.

What is perhaps most surprising is the amount of these areas that go underutilised. Many retailers choose to leave walls, floors, windows and even ceilings blanks, perhaps to fit in with the theme of the rest of the store, but almost certainly more so that they are not aware of what they can do with surfaces.

Whether you want to showcase your products and offers to customers browsing the aisles, or even install graphics and other décor to improve their overall experience, there are plenty of options to consider.

Here, Retail Focus speaks with two major suppliers in this market to find out more about the possibilities of surface work.