Retail rollouts require a ton of preparation and planning. If you’ve done a lot of this over your career you know what we mean, but if you’re newer then this will be a great overview of what needs to be done to achieve a successful rollout.
Nearly 80% of marketers want new ideas on how to make retail rollouts succeed so as we start the new year we felt it made the most sense to share with you 3 areas of a rollout that you can start executing on now.
Retail Rollout – The Planning Phase
Of course rollouts take a ton of planning and research to ensure its success, but what are the most important things to look out for?
Rollout Conflicts
Make sure you aren’t too close to other significant dates, events or holidays that aren’t in sync with your rollout. This can make your rollout less than stellar by getting overshadowed by something else.
Rollout Syncing
This is the opposite of the conflict idea where you are instead matching your rollout to a significant date, event or holiday to maximize its effectiveness.
Limitations
Is there anything that you can’t do?
Knowing the space, the structural elements, the state and local codes (height & size restrictions), etc. provide problems that need to be solved. The best designs mean nothing if they can’t be brought to life due to other limiting factors.
Goals of a Retail Rollout
This is a good one because it is often overlooked.
You need to set a goal or goals for your rollout. In most cases that will be hitting sales & revenue targets, where other cases it may be new product penetration or brand awareness for a new brand or rebrand. Set your goals!
The Rollout Design Phase
This is the fun part. Now that you know your limitations, you’ve set goals and are prepared on your plan as to when this will take place you can focus on the creative.
But this isn’t just creative, it’s also an engineering opportunity to build something amazing.
You may have a lot of space or a smaller footprint, you may have a lot of restrictions or none at all. In every scenario you will need to design something that is unique, attention grabbing and focused on creating a connection between you and your customer. This will determine how successful your rollout is because it will generate buzz, word of mouth and repeat business.
There are a number of different printed pieces that can be designed and installed across your space or custom fabricated structures. Utilizing everything you have is ideal and making it cohesive so it’s as immersive as possible will deliver an unforgettable experience to your customers.
Popular graphic applications include:
- Floors
- Windows
- Fixtures
- Hanging Signs / Displays
- End Caps
- Windows
- Panels
- And the full exterior of your space
Retail Rollout Installation Phase
At this point everything is done and all that is left is to build out and apply the elements of the rollout to the physical retail space. Once here you’ll need to consider your options on how this gets installed.
Some brands design their rollout in such a way that it is easy for everything to be installed, set up and applied by the store team on-site, in other cases you may choose to use a local installation contractor who can follow the plans on getting everything put together just as you’ve design and lastly you may use the install team of the design / print / fabrication company you used to create the rollout elements.
Each has advantages and disadvantages, each has its own use case, but know that they are options and depending on what your budget is and timeline this will help determine which is the best route for you.
We hope these considerations and ideas were helpful as you move forward in planning your next retail rollout!
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