How shop fitting can reinforce a brand

Shop fitting plays a subtle but important role in reinforcing the overall brand. Brands establishing retail outlets or a presence in a department store typically issue design briefs and layout plans in line with the overall brand identity, leaving it up to the shop fitter to follow orders and simply get the job done. However, few major brands consider the impact a shop fitter’s approach to getting the job done can have on the brand’s reputation.

Proper planning and timelines are particularly crucial in ensuring the brand reputation is upheld, says Shaun Schwartz, head of Media Revolution’s shop fitting projects. “Missing the installation deadline by a few days is a big deal if the retailer has printed ads and flyers to promote a launch date. A good shop fitter is well aware of this. The project has to be complete on – or ahead of – schedule, and the snag list attended to well ahead of a planned launch, otherwise the client loses money and looks unprofessional.”

Similarly, the quality of shop fittings and finishes is non-negotiable as high quality fittings support brand identity. A good shop fitter will collaborate with the marketing team and client to ensure that their design translates effectively into the reality of the physical store, taking into account available space, light and traffic.

If the on-paper plan will not achieve the client’s goal in the physical store, the shop fitter needs to offer alternatives. For example, if the brand values emphasise convenience, the retail presence should reinforce this by ensuring traffic flow through the store is easy and intuitive – no awkward angles on shelving, no dark corners obstructing important product information and no islands or shelves impeding progress from display areas to point of sale.

To ensure the shop fitting project is tightly integrated into the overall marketing mix and delivers on the brand message, the marketing team should work closely with the shop fitting operations team and direct every aspect of the project, serving as a vital link between client and shop fitters onsite. Marketing teams therefore need to be collaborative and open to negotiation on the design. They should acknowledge the expertise of the shop fitters and interact with them regularly during the installation project, to explain what the client’s goals are and discuss the best ways to achieve them. 

Big take-out: Shop fitting can have a major impact on brand reputation – so marketing teams and shop fitters need to collaborate to deliver on the client’s goals.