<table class="wp-block-table"><tbody><tr><td></td></tr><tr><td><em><strong>Canon, world-leader in imaging solutions, offers perspectives into the entire retail gamut with seamless focus on opportunities for speciality Print Service Providers (PSPs) as made available to OpenLife by APO Group on behalf of Canon Central and North Africa,CCNA</strong></em></td></tr><tr><td>
  ;Canon,  ;world-leader in imaging solutions, deciphers
 the importance of the settings and ambiences of physical shops as they become
 more than just a buying space, an opportunity for the brand to build and
 maintain relationships with its customers. We know that customers are
 becoming more and more demanding and that is why brands must be able to
 quickly develop their concept and this adaptability is made possible thanks
 to digital printing.<br>
 <br>
 The growth of e-commerce has already transformed the retail landscape and
 with double digit annual growth predicted into the next decade, this
 disruptive force shows no signs of abating. Yet although almost a third of
 consumers report shopping in-store less often, just under 90% of worldwide
 retail sales still take place in physical stores, reflecting their enduring
 appeal for both retailers and consumers.<br>
 <br>
 For retailers, physical stores play a role in sales 79% of the time and excel
 at converting interest to sales and increasing the value. For consumers,
 shopping in-store provides things digital cannot; atmosphere, face-to-face
 customer service and the ability to see and try products.<br>
 <br>
 From the perspective of the consumer, shopping is about customer experience,
 not channels. This is why the movement of consumer spending from
 bricks-and-mortar retail to e-commerce doesn’t mean the end of physical
 retail. In fact, it is driving the transformation of physical retail into an
 immersive experience and opening opportunities for speciality print service
 providers (PSPs).<br>
 <br>
 <strong>The new role of physical retail</strong><br>
 <br>
 Most retailers that continue to thrive are those embracing ‘omni-channel’
 strategies; focusing on delivering a seamless customer experience across
 every channel where they have a presence – physical stores, catalogues,
 e-commerce, mobile, social media and more.<br>
 <br>
 In this omni-channel scenario, physical and digital touchpoints must
 complement one another to deliver a unified journey. This, combined with
 customer expectation of greater personalisation and preference for
 experiences over things, is driving a fundamental change in the role of the
 physical store. Clever retail brands capitalise on their stores’ ability to engage
 shoppers with the emotional and multi-sensory experiences that are missing
 from online purchases.<br>
 <br>
 For design professionals and service providers active in retail décor,
 physical retail’s new role represents an exciting opportunity to create
 spaces where customers want to spend time.<br>
 <br>
 <strong>From functional store to immersive brand experience</strong><br>
 <br>
 ‘Retailtainment’ and ‘the experience economy’ are concepts that originated
 almost three decades ago, but have only really begun to transform the retail
 landscape in the last 10 years. With retailers increasingly competing on the
 basis of ‘time well spent’ instead of just product or service offering, the
 retail landscape is moving towards showroom-style environments that encourage
 consumers to experience products, or stores in which cafés, events or
 workshops invite shoppers to linger.<br>
 <br>
 Cycling brand Rapha, for example, calls its 22 stores around the world
 ‘clubhouses’. They are cafés that screen live cycling, have programmes of
 events and rides and also sell the brand’s high-end cycling clothes and
 accessories. Italian food brand Eataly’s stores provide a space in which
 people can eat, shop and learn about Italian food, combining groceries and
 kitchenware with a café, restaurant and cooking school in more than 20 stores
 globally.<br>
 <br>
 <strong>The vital role of décor in immersive retail</strong><br>
 <br>
 Delivering both atmosphere and sensory appeal, interior décor is an essential
 consideration when creating an immersive experience that encourages consumers
 to spend time as well as money in-store. 59% of shoppers want an inviting
 ambience in-store and 51% of consumers are more likely to buy from brands
 whose stores are ‘interesting or different’, rising to 63% for consumers aged
 18-34.<br>
 <br>
 <strong><em>Driving footfall</em></strong><br>
 <br>
 Retailers seeking to stimulate repeat visits from consumers and attract new
 clientele need to refresh store environments regularly to make them visually
 enticing, keep up with changing fashion trends and maintain the surprise
 factor to encourage footfall. The flipside is that tired retail interiors can
 quickly turn off consumers and send them to competitors.<br>
 <br>
 <strong><em>Encouraging dwell time</em></strong><br>
 <br>
 The décor of physical stores and pop-up retail spaces is becoming an
 important part of the customer journey. In addition to ensuring that shopping
 in-store is visually consistent with every other touchpoint where customers
 interact with a brand, décor has an unparalleled ability to create a
 welcoming ambience and make a space a pleasant place to spend time. Indeed,
 unless a brand specifically wants to lead with convenience, the best store
 designs are those that make consumers want to stay.<br>
 <br>
 This is why we’re increasingly seeing décor being used more to create a
 branded experience and encourage dwell time, than to directly drive sales. If
 you look at children’s clothing retail, examples run from a life-sized doll’s
 house in French brand, Bonpoint’s, children’s store to a playground that runs
 through the displays in Spanish brand, SuperMoments’, Valencia shop. In both
 these examples, retail décor is simultaneously creating an experience
 reflecting the ‘personality’ of the brands, and encouraging consumers to
 spend more time in the brand environment.<br>
 <br>
 <strong><em>Enabling connected experiences</em></strong><br>
 <br>
 Almost half of consumers’ inspiration for purchases today comes from social
 media, but its power is even greater when you consider that the most
 persuasive source of information for shoppers is recommendations from family
 and friends &#8211; that’s who make up most consumers’ social networks! So it’s no
 surprise that retailers are trying to engage shoppers on social media while
 in-store.<br>
 <br>
 Mobile-empowered shoppers are taking more photographs in-store, so retailers
 are incorporating design features that encourage social sharing – from
 purpose-built selfie opportunity areas to ‘shareworthy’ fitting rooms. London
 department store Selfridges, for example, promotes “selfie sticks and
 Instagram-worthy backdrops” in the fitting rooms of its third-floor Designer
 Studio. This phenomenon also demands that interiors are regularly updated and
 kept looking fresh.<br>
 <br>
 <strong>The opportunity for print</strong><br>
 <br>
 Retailers need pragmatic solutions that can create a particular ambience or
 reflect what is ‘trending’, but with minimal disruption and waste and often
 within tight budget constraints.<br>
 <br>
 This plays to the strengths of digital print in terms of flexibility,
 turnaround time, cost effectiveness and sheer diversity of materials. ;
 In turn this creates exciting opportunities for PSPs, whether they come to
 retail décor from a background producing retail display graphics or bring
 décor expertise from other segments such as hospitality.<br>
 <br>
 With contemporary media, digital print and finishing technology, PSPs can
 offer a diverse range of creative and functional retail décor applications
 from bespoke branded wallpaper and creative pop-up displays and features, to
 comprehensive retail refits comprising wall coverings, window and floor
 graphics, and branded surface décor on counter tops, changing room doors and
 so on.<br>
 <br>
 The PSP’s ability to realise the retail brand owner’s creative vision and
 ensure that the décor elements can withstand the physical stresses of the
 retail environment should mean that customised printed décor is a key element
 in creating more welcoming, immersive and captivating in store experiences.
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 </td></tr></tbody></table>

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