Retail Concessions: A Store-in-Store Experience
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In a modern landscape where e-commerce plays a huge part in retail sales, it’s important to recognise the value of having a physical presence on the high street.
Many retailers have adopted an omnichannel approach, in which they deliver a consistent brand experience across physical stores and online channels. As technology develops and customer expectations evolve, it is crucial to adapt to these changes and stay relevant in an incredibly dynamic market.
Many sectors, including the FMCG sector (Fast-Moving Consumer Goods), have fully embraced both the online and offline retail experience and are consistently implementing new ways to increase customer engagement – especially within their physical stores.
One of the key strategies? Retail concessions.
Retail concessions are nothing new. They have always been a vital component of modern retail strategies to entice customers and increase footfall.
A retail concession offers a store-in-store experience, allowing a brand to establish a physical presence within another brand’s store. This introduces a diverse range of products into the store and provides an element of exclusivity to the concession brand.
In the modern retail landscape, experiential marketing has become a key strategy for building brand awareness and engaging customers. Customers want to feel like they aren’t just buying something, but rather that they are experiencing something. Retail concessions give that sense of experience, as the introduction of such spaces transforms the everyday mundanity of grocery shopping and push the concept of experiential environments.
By creating a community-centric space in which customers can browse, linger and even dine, this turns the somewhat chore of shopping into that of an experience.
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Astley has manufactured and installed signage for Starbucks concessions within Sainsbury's.
FMCG Sector
With the rise in online retail and click-and-collect shopping, it has become imperative for retailers to focus on ways to bring customers back into the physical store. Supermarket concessions in particular have proved to be a good method for repurposing large supermarket sites, as they not only help to boost store footfall and profitability for the main grocer but also increase footfall for the concession brand.
One of the most popular concessions within these superstores is food and beverage brands, with the biggest grocers establishing partnerships with names such as Costa Coffee and Starbucks. The success of these concessions has proven the power of brand familiarity, as customers are more likely to engage and purchase from brands that they know and love. There is so much value in brand partnerships!
A partnership we are incredibly proud of is with Sainsbury's, who we have been supporting for over 20 years now with their brand graphics, managing rebrand and refresh programmes and seasonal campaign work across their UK sites. Since their acquisition of Argos back in 2016, Astley has had the pleasure of completing the works for their Argos concessions.
We have also had the pleasure of manufacturing the branding for other concessions within Sainsbury’s, including Timpson, Specsavers, Costa, Starbucks, and Sushi Gourmet. Sainsbury’s has truly embraced retail concessions to help support their multi-channel growth strategy and has proven the value of providing floor space to like-minded brands.
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Since Sainsbury's acquired Argos back in 2016, Astley has had the pleasure of completing the works for their Argos concessions.
Concession Signage
Signage plays a huge part in guiding customers through the retail landscape. From entrance signage to in-store wayfinding, these touchpoints ensure we know exactly where we are going.
Not only does signage direct you through the store, but it also helps to create an immersive branded environment and experience. The creative design of retail concessions can determine the success of these store-in-store concepts, and so, this is where signage comes in.
The use of distinctive graphics and clever displays can help concession brands to stand out in busy retail environments. From fascia signage to wall graphics and display stands, the use of branded elements allows the concession brand to be seen and experienced.
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Astley works on concessions for various grocery retailers, inluding ASDA and Sainsbury's.
Whether it's a brand new development or a rebrand of an existing site, Astley has assisted with the planning and visualisation of store environments, offering years of expertise in brand implementation.
A store should be more than just the product that it sells. It should entice, engage, and provide an experiential environment to customers. At Astley, we can help bring that environment to life.
To learn more about how we can support you with your own branded environment, please click here or email enquiries@astley-uk.com
