PHILOSOPHY

We take an entrepreneurial view of design.  We love the idea of long term relationships and always think in terms of partnership.  We understand that our client’s success is our success.

HOW WE WORK

Services are provided according to a process of collaboration between all primary parties.  Goals, tasks, and desired outcomes are organized around client approved parameters.

WHY CHOOSE US

We are design advocates for our client’s best interests, mentoring them through what can be a daunting process, often happening in an area outside of their normal business practice

WELCOME TO

INSIGHTS:  A DISCUSSION ABOUT RETAIL DESIGN

Gaddis Architect specializes in all phases of retail design, design management and construction. If maximizing the success of your business by optimizing the performance of your store, or commercial space design is a goal, then attending the following “Insights” could provide some very real benefits. Many common, and some not so common, design challenges are analyzed. Solutions aimed at increasing retail traffic, creating visual presence in various environments, and expressing not only a particular shopping experience but also the business’s brand, are presented. We think that all design is, on some level at least, retail design.  Please scroll on, start a dialogue, contact us anytime.

Digital Signs Increase Sales!

New Service

Curated Content Design, Management, Delivery: There is no shortage of TV’s, monitors, and digital media presentation devices both available and already installed in public spaces. Curated Content for these, on the other hand, is less successful and often non existent. Independent retailers, service providers and non profit organizations are especially susceptible. Landlords, Developers, and Real Estate Agents could use some help too. We already design for this client, representing both visual brands and the spaces in which they are displayed. Curating the digital sign content is a natural conclusions of our efforts in this direction.

We are offering a new digital service. If you are an online and/or “bricks n mortar” retailer, service provider, nonprofit, landlord, developer, real estate agent, in fact most any small business, and interested in installing and/or pushing content to a media kiosk at a physical location of your choice, we invite your participation. No HDMI or special wiring is required, and significant advantages are offered. For details, examples projects and for more information please follow the  link.

Why Digital Signage

Real Benefit = Sales:  Digital signs, when installed in public places, increases sales. It is a fact! Examples are everywhere as are those who write about them. Irfan Khan, writing a guest post for Sixteen:Nine summed it up better than I ever could.

We designed this display to introduce and explain a new product/service being offered by this “free trial” participant. The composition of the display and the content of the digital presentation has been curated to feature and support the new practice. This is a small display used in a small retail area. Content may be displayed on any size screen so the size of the TV and configuration of the display is a choice not a limitation.

  • In public venues digital signs reach more customers than websites or social media.
  • Customers engage with them.
  • They spend longer looking at digital images than traditional signage.
  • They also remember the message.
  • Digital signs standout.
  • They may drive impulse buying.
  • They stay relevant.
  • They inspire action.
  • They promote featured products and services.
  • They showcase a brand.
  • They drive sales.
  • They shorten wait times.
  • They fit into unexpected environments.
  • They induce a customer to stay around.
  • The results justify the advertising $ spent.
  • Businesses give them positive reviews.

Trial and Error is Valuable

Successes: Successful digital signs are physical displays created by the integrations of hardware, electronics, software solutions, and graphic/media content. Without outside help, many small businesses have neither the time nor the resources required to implement a successful digital signage program. Whether small with a single display or large with multiple screens, the implementation process is the same. Finally, presuming all else is perfect, if the content misses the mark then the program is apt to fail. There is no substitute for actual trial and error. In their 2018 Content Management Report Adobe tells us how Alex Honnold tried 50 times before successfully scaling El Capitan. They go on to list these top digital signage challenges:

  • Personalization
  • Keeping up with current technology
  • Difficult-to-use content management systems
  • Over-reliance on IT teams for simple functions
  • Inadequate access to customer data and insights
  • Integrating third-party apps
  • Managing and optimizing content

We do not see the need to try 50 times, nor do we claim to have all the answers. We have, though, been practicing and studying the issue for almost two years.  We are ready to try out what we have learned and invite you to try with us.   Follow the link to learn more.

Digital Signs & Real Products: A Winning Combination?

Inserting a lake, a gym and a hoarse into a display – If marketing guru’s are to be believed, bricks n mortar retailers would be wise to think about how their store designs and related merchandise displays might create an emotional connection between a shopper and the product being sold.  It has been suggested that one way to accomplish this is by summoning the context where the product might be used.  Does this mean that a diamond ring is better displayed when presented by candle light, flowers, a gourmet dinner?  What about a canoe, a pair of sneakers, a cowboy hat, …”  Do we need a lake, a gym, and a hoarse to suggest the desired context?  So it would appear, especially if we go by design strategies that we see being employed by businesses and retailers who seem to be surviving the effects of online sales.

An obvious way of inserting the lake, the gym and the hoarse into the scenario above is by the use of a digital sign.  Since these are clearly showing up everywhere in the public arena, we thought it worth examining how they are being used.  To that end we went happily to the epicenter of everyday electronics, Best Buy.  Before proceeding, a word about the images used here.  These are phone photos taken while I was in the store shopping for a TV which I purchased and will be used on a digital sign.  The comments which follow are intended to be instructive on a general topic and reflect on neither the practices and policies of Best Buy, nor the suppliers of the products on display.

Measuring Success – I evaluated each display below for:  a) Notice-aibility of the display – 5 pts,  b) Brand identity – 4 pts.,  c) Shopper connection with the context in which the product is presented – 3 pts.,  d) Shopper engagement with the product – 2 pts.,  e) Shop-abiltiy of the display – 1 pt.  I made a score card, success being assigned according to the order of importance on the list.  The highest possible score was 15 points.  Click through the images to see who won.

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This display is a real standout, which is accomplished by how it is composed into a unified presentation. The large, shiny merchandise is balanced nicely with a prominent image of the brand. Context and connectivity are created by the life style photo wall behind the display and then augmented at the micro level by the inclusion of an informational video showing both how the laundry got dirty and then adding instructions on how the appliances should be set to clean it up. The merchandise, which is labeled with price and specifications, can be handled and partly tried out, making this a shoppable display. The entire display gets a bonus point because it proves that neither a huge screen nor budget is necessary to create an effective marketing campaign to be presented on a digital display. Score: a.5, b.4, c.3, d.2, e.1, bonus 1 = 16 points total score

What is the point? – So why go through this exercise?  Many of us have been writing about the marketing importance of creating an emotional connection between a shopper and the product being sold. This is certainly important, yet there is another more practical conclusion to be had and it is most evident in the last and final slide in the sequence.  It has to do with our preconceived notions about costs, namely the best and most effective display in the sequence was also inexpensive to implement.  No customized light boxes, electronic displays, large TV’s or digital display screens are required. Nor are customize informational graphics, merchandise mounting systems, or complicated apps necessary for access to streamed information.

The winner is – The content of the Whirlpool display is no less curated because only a wall, a decal, a logo sign, a small smart TV, a power outlet and merchandise are required.  A message is delivered that clearly says, “this washer and dryer is able to provide clean safe clothes for your kids to wear when they are playing outside.”  If you are a retailer thinking about introducing technology into a store design, my first recommendation would be not to over complicate what must be done.

Free digital signage trial – Retailers, service providers, and non profits are operating in a new marketing environment requiring that their online and “bricks n mortar” presence be seamlessly integrated.  Business are now beginning to understand what museums have known forever; without curation there is only a warehouse.  To this end Gaddis Architect will soon be testing a new service designed to provide, manage and deliver curated content for use on digital signs.  To be notified about details of our free digital signage trial please join our contact list at the link

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