Enhance a customer’s overall experience

First up is Drytac, a specialist supplier of films and vinyl that are used in everything from wall and floor graphic applications to vehicle wraps and exterior graphics. Amanda Lowe, global marketing director at Drytac, said as retail is forever changing and evolving, customer in-store experience is key to bringing consumers through the doors and keeping them engaged.

“With online retail stores changing how your consumers are shopping, the pressure is on to create meaningful and lasting in-store shopping experiences,” Lowe said. “Through the use of window, wall, floor and outdoor branding, you can communicate with customers without even saying a word.

“Graphics can enhance a customer’s overall experience from communicating a promotion, showing how to style a product or even general

Economical and effective

directional signage to provide an easier experience.

“Drytac, with its adhesive science, has developed a portfolio of graphic solutions to brand all your surfaces. Our quality of material will provide peace of mind to support all your short-term and long-term campaigns with various levels of installation needs to save you time and money.” signage, trade show and exhibition graphics as well as office interiors. In addition, ViziPrint Impress Clear is an optically clear versatile solution for self-adhesive applications on glass and other smooth, flat surfaces.

The proof of these products is very much in the pudding, with Drytac offering up a number of examples where a retailer has used these solutions on surfaces inside and outside their location.

Vancouver-based Premier Graphics used Drytac SpotOn White Matte to complete impactful window graphics project for local vegan food business The Very Good Food Company. The graphics were produced and installed on windows to cover up work that was going on inside the store.

Also in Canada, Warwick Printing used ReTac to produce bold wall graphics for use inside South Country Co-op Liquors store in Alberta. As well as promoting the spirits, beer and wine on sale, the mural had a personal touch with a ‘Cheers Redcliff’ message.

Eye-catching and creative designs

Another specialist supplier that has worked with brands and marketers on retail-focused campaigns is Antalis. Claire White, specification consultant for visual communications at Antalis, said “experiential” now plays a key role within retail environments, helping to create interest and improve the overall shopping experience for customers, whilst moving away from more traditional marketing methods.

So, what are the benefits to working with film and vinyl products as opposed to other media and solutions? Lowe said as sales and promotions come and go, so must your graphics. By working with a film that will go up effortlessly and remove cleanly when needed, this offers a more economical solution that require less up-front investment in comparison to other technologies.

“Retailers can increase sales by creating a space that customers want to spend time and money in,” Lowe said. “They can make a big impact with custom graphics that may not be able to be accomplished with screens or other technologies.”

Among Drytac’s wide-ranging portfolio of solutions are three products suitable for use in retail environments. The first of these, ReTac Smooth 150, is a polymeric PVC film that can be installed, removed and even repositioned without leaving residue on the surface underneath.

Also available form Drytac is SpotOn White Matte, a monomeric PVC film suitable for short-term applications such as POP and retail

“The use of theatrical displays within windows and creating point-of-purchase (POP) displays across floor and walls can help to promote and optimise key trends, campaigns, messaging and services for the retailer as well as offering practical information, especially in underutilised spaces,” White said.

“Eye-catching and creative designs, supported by carefully selected, printable media can deliver a brand’s in-store objectives, by attracting, engaging and motivating the shopper to purchase goods and services.”

When it comes to the sort of materials retailers should be looking to work with on surface work, White said the use of vinyl graphics within retail has highlighted the medium’s versatility. According to White, vinyl allows brands and retailers to create and easily update interior decoration, point-of-sale (POS) and signage at relatively low cost.

“Vinyl is typically easy to cut, print and offers a long-lasting professional finish to a number of applications without the need for additional fixings such as stretch graphic or poster frames,” White said. “There are also several PVC-free and recyclable options available for those looking for a more sustainable solution.”