What is Inshop Branding

In-store branding is the process of promoting a brand or products to consumers in a physical store. It involves using various tactics to create a positive experience for customers and influence their purchasing decisions. 

In-store branding is a marketing strategy that uses various tactics to promote a brand and its products within a store: 

In-store advertising: This includes digital screens, displays, and floor graphics that target customers while they are in the store. The goal is to influence their purchasing decisions and increase brand loyalty. 

In-store branding is an important part of retail strategy because it helps brands stand out from the competition and increase sales. It’s effective because it engages customers when they are already in a shopping mindset and in the process of making a purchase decision. 

The goal of in-store branding is to create a memorable experience for customers and increase the likelihood of impulse purchases. It can also help to foster brand loyalty and optimize sales

In-store branding is a way to create a cohesive brand experience that reflects a brand’s personality and values. 

What are the main benefits of in-store marketing? 

1. You need to increase market share
2. You operate in a highly competitive market
3. Low product visibility
4. Sales are declining
5. COVID-19: COVID-19 has a big impact on retailers and brands that sell exclusively in stores.
6. Real-feel connections
7. Deliver at every touchpoint
8. Tell your story: In-store marketing offers you the opportunity to tell your brand’s story
9. Convert undecided customers
10. Educate customers: You can use in-store marketing to educate your customers as well.
11. Leverage impulse buying: In-store promotions can help you leverage impulse buying. 
12. Offer better shopper experience: Retailers need to be able to provide an amazing experience to their customers. 

Here is a simple but powerful rule: always give people more than what they expect to get”. Nelson Boswell

Some ways to incorporate in-store branding includes 

• Signage: A fundamental branding tool that helps customers retain a visual memory of their experience. Brands often choose specific fonts and styles for signage. 
• Smell: A unique aroma or fragrance that can help differentiate a company or its products from others. 
• Merchandise displays A combination of items used to showcase products, new merchandise, or demonstrate how a product is used. 
• Brand identity An integral part of branding that helps influence customers. 
• Color An important part of branding that helps a business stand out from competitors. A good color contrast can make a brand color palette more accessible. 
• Lighting Can help set the tone and create the mood. 
• Sound and Music:The background music playing in a store can help solidify a brand’s identity. Play music to enhance the shopping experience 
• Window displays An effective tool to increase sales, attract customers, and advertise products and services
• Staff: Motivate your retail staff to help convey your brand identity. 
• Displays: Create eye-catching displays at key locations 
• Product packaging: Mind your product packaging and displays 
• Store layout: Experiment with store layout 
• In-store advertising: Use digital screens, floor graphics, and other in-store advertising to engage customers 
• Sampling: Offer product samples 
• Branding on the exterior: This can include main shop board branding. 
• Branding on the glass: This can include front lit shop boards, glass film prints, and one way vision film. 
• Branding on the walls: This can include sunboard and vinyl prints. 
• Banners and standees: These can be customized for in-store branding. 
• Extras:Customer testimonials,Social media feeds, Branded ceiling hangers, Custom packaging stations, Balloons, Branded checkout areas, Flowers etc

Elements

Planning

The initial step after business development is planning for branding, thai is, to understand what are the need of the store owner and research about the target market, determine the brands voice and personality and plan for the designing part. Then it is followed by remaining process

If there is no logo or a new logo needs to be crafted or tagline or website needs to be developed then planning is also required

Also there will be crafting of brand story which includes punchline tagline slogan that needs to be made and if the need arises website designing also. also engaging for celebrity or influencer

Designing

Designing is a creative function in which designs are created mainly on 2D or 3D platforms

The designing part includes charting a visual identity design in which there will be logo design, designing for printed material like promotional stationaries like mugs, pens, t-shirts etc, banners, signages, boards, flex/acrylic/led boards, standees, kiosks, posters, flyers, brochure etc, Consistent design elements such as patterns, icons and imagery, that reinforce the brand’s aesthetic and personality. Also there can be Packaging designing, the physical presentation of a product, including materials, colors and design elements, that align with the brand identity

If there is no logo or a new logo needs to be crafted or tagline or website needs to be designed then designing is also required.

Also they will be crafting of brand story or brand identity then tagline punchline slogan etc needs to be a created

The cost of designing depends upon variety of factors like the complexity of designs whether the platform is 2D or 3D, designing can also include creativity and editing functions and thus charges apply, designing can also be done with the help of freelancers or agencies who generally cost from ₹1000 to ₹10000+

Logo designing Banners and posters, flyers, brochures, standees, kiosks designing might cost around 500 to 5000+

Printing

Is variety of printed material is needed for visual design identity and giving information, these may includes flyers, brochures catalogs standees, tent card, tray paper, signboards LED boards etc

printing is generally done on paper and its various sub types like glossy paper, photo paper etc, printing on paper have many ranges,

printing for signboard, canopies etc is also done flex, vinyl, acrylic as they give a good look and long lasting,

Printing costs depend on factors like type of prinitable, material used, size, quality, and quantity etc. but it mainly depends upon types of printables like catalogues, brochures, boards etc. type of material is also very important , paper priniting cost can vary anywhere from ₹2 per paper to ₹200 per brouchure again it depends upon various factors. Flex printing costs depend on factors like size, quality, and quantity. Prices can range from ₹10 to ₹100 per square foot. printing on flex or vinyl or acrylic can cause from ₹1500 to ₹10000 Large-scale printing projects may offer discounted rates

Fabrication

Fabrication for Branding is a very important part and would include all furniture and fixtures which would be placed In-store Spaces or in Outdoor Spaces and would include the following as Kiosks, Mannequins, Exhibition Stalls, Custom Made Pavilion, Standees and poster display stands, rollup standees, cutout standees and display stands , wall and pillar braniding, floor branding, branding on glass, shopboards, display boards,digital signage network, LED boards, glow signboards etc at retail outlets to grab consumer attention. It is important to be innovative in this respect. A type of Shop in shop experience can also be created by shop in shop display and POP stands.

The material used for creating display material like kiosks, stalls can be acrylic, aluminium, wood, canopies, standees can be created with cloth, flex,acrylic,vinyl etc

Costings for standees can be ₹1000, for kiosks can be ₹5000+, custom stalls can be more higher etc

Wall/Pillar/Floor Branding

Wall/Pillar/Floor Branding which is the most commonly used form of in-shop branding is to apply prints on the walls and pillars of a retail outlet. These graphics are usually printed on sun-boards (either direct or printed vinyl mounted) and this sun-board is applied to the wall surfaces. It can cost upto ₹200-₹400+ per print. Stickers and designs can also be put on floors and they can cost from ₹50-₹500+ per sticker and design. Acrylic lettering, LED acrylic lettering,  stencil cut led logo can also be put on the interiors as well as exteriors. Acrylic lettering, stencil cut led logo could cost ₹100-₹1000+LED acrylic letter costing depends upon lettering and size and they can be from ₹300 to ₹2000 per letter. Digital Signage Network would include Instore TV, Video Wall TV, music and sounds system etc. These Digital Signage Network can be purchase or hired

Glass branding

Glass branding – It could be a window glass or a partition and for this purpose various form of vinyl prints are available. One-way vision is a perforated vinyl film that allows people to see through it from the inside, but blocks people outside from seeing in. It’s often used to display graphics on windows and storefronts, or to brand glass walls and partitions in offices and retail stores.

Costings can depend on various factors and can range from ₹100 to ₹5000 per graphics, tv and sound system costings for different, lettering costings depends and they can be from ₹500 to ₹2000 per letter

Music and Sounds

Music and sounds helps in creating a welcoming atmosphere:, Reinforcing brand identity, Influencing shopping behavior i.e. studies suggest that music can affect how people spend time in a store and how they perceive products. Masking ambient noise, Building customer loyalty etc.

its can be used by Customized playlists i.e. Stores often create playlists tailored to their target audience and the brand’s image, right music selection, volume and sound quality, Integration with other branding elements etc 

Good music and sounds tends to create emotional engagement, brand recognition, influence on behavior, creating a Unique Store Experience, Complementing Visual Identity, Examples of In-Shop Branding Music: Background music, Audio logos, Jingles, Voice-overs etc.Many softwares like Adobe Audition, Audicity etc can be employed to edit sound and music. Inshop music and sound system requires composition in sync with the brand image, for that composers or musicians are required. Therefore the costings can ₹10000 to ₹2 lakhs for the sound systems. composer or musician may take ₹5000 to ₹50000+ something.

T.V.

This can include Instore TV, Video Wall TV, smart T.V. touchscreem T.V., curved T.V. etc showing product demos, promotional videos, or brand stories to engage customers and drive sales. It helps in enhancing the shopping experience:, promoting products and services, building brand recognition, driving sales, increating immersive brand experiences via AR or VR, utilizing a variety of content. All T.V. can range from ₹10000 to ₹5 lakhs+ depending upon the size and features.

Lightings

Differernt kinds of lightings can be used like General Lighting for overall store, Accent Lighting for key areas, Ambient Lighting to creates mood and atmosphere, influencing the overall shopping experience,Task Lighting to provide focused illumination for specific tasks, Highlighting products with spotlights etc. types of lights can regular bulbs or LED etc. lighting can represent the Color Temperature like warm, cool, or neutral. Also light intensity, distribution, placement and design are important. lighting should match with the brand and maintain brand consistency. Costings for lightings heavily depends upon feature, usage, placement, design, manufacturer etc. Therefore lighting cost can be from ₹5000- ₹20000 for the entire setting and can go upto ₹2 lakhs or more.

Boards

The board that appears on the front of a business or retail store is called a storefront sign. It usually displays the store’s name, logo, slogan, or all three. Boards can be of various types like Archgate board, signboards, shop boards, display boards non lit boards etc

Shop boards are made from a variety of materials, including Aluminium, Aluminium composite material (ACM), Acrylic, Vinyl, Flex, Stainless steel, Wood etc

Boards costings can be anything from ₹50 sq ft to ₹500 sq ft plus depending on various factors

Glow Sign Boards

Glow Sign Boards can be of various types like front lit, backlit ,double sided glow boards, 3D,  LED , Neon sign boards etc, Even the letterings as well as the archgate can be lit

Modern 3D shop boards often have a base structure made from an aluminium composite panel (ACP). The letters and logos are usually made from acrylic, and LED lights are embedded in the base or letters to create colour and light effects. 

These front lit are made of metal or wooden frames and board can be of flex/vinyl/acrylic material sheet and embedded with LED in ACP, letters can be made of acrylic and embedded with LED in ACP frames, thus with light source in the front. Back lit can made up of flex/vinyl/acrylic material sheet mounted on wooden or aluminium frame and light source at the back.

LED Signage is back lift or front late then costings can be ₹3000 to ₹50000. Back lit can be ₹300 per sq foot, led front lit can be min ₹1200 per sq foot, archgate lit can be min ₹25000. LED letter costing depends upon lettering and they can be from ₹500 to ₹2000 per letter

Letterings

Letterings can be of various kinds likes 2D, stencil cut, hand painted, 3D lit or non-lit etc. All designs can be of various shapes, fonts, sizes etc. 2D, stencil cut can be on wood/metal sheet/acrylic etc. hand painted can be of various colours wood/metal sheet/acrylic etc. In this field 3D letters and logos are usually made from acrylic and LED lights are embedded in the base or letters to create colour and light effects in ACP frames. Both front and back lit 3D lettering can be installed.

Costings of letterings can depend upon the size, material, lit or non-lit etc. 2D, stencil cut, hand painted costings are less and generally on per letter basis like ₹50-₹500+. 3D letter can come at a cost of ₹200-₹1000+, LED letter costing depends upon lettering and they can be from ₹500 to ₹2000 per letter.

Inshop Promoters/Influencers/Celebrities

Sometime manpower is needed as in shop promoters they can be promoters or models, they are for assisting the customers and sometimes collaboration can be done with influencers or celebrities promoter cost can be from ₹1000 to ₹5000 and influeners and celebrity cost depends upon their market value.