How does paper have the power of persuasion in retail?
Retail is alive and well. According to “Debunking the Apocalypse”, a 2017 report released by IHL Group, retailers were opening 4,080 more stores in 2017 than they were closing, and planned to open over 5,500 more this year. The National Retail Federation reported 85% of brands were opening stores or holding steady. The once negative retail narrative is turning a corner.
In fact, many see a retail revolution evolving, with studies showing that Gen Z’s prefer bricks to clicks. In a highly competitive retail market, brands that succeed will be those that create an extraordinary customer experience, both online and in-store.
Neenah is addressing the uprising with CLASSIC®Retail Revolution. Right from the start, this book’s multi-layered waterfall effect of overlapping sections encourages you to open and interact. This promotion is filled with industry research data, retail marketing samples, and beautiful combinations of paper, design and printing. This high-energy, highly tactile book is a must have design inspiration (even if you don’t have retail customers).
“Today’s consumer is fiercely loyal and shares their brand love with the world through social media. In order for a brand to impress potential loyalists, it must first grab their attention in the crowded retail space….details matter,” says Auburne Gahlman, Brand Manager, Neenah, “This is precisely where design and paper can help elevate a brand’s status with high-touch tools.”
The book isn’t just eye candy; its thought-provoking stats are good bookmarks for designers. For example, research shows 57% of people say postcard marketing makes them feel more valued and creates a more authentic relationship. “CLASSIC Retail Revolutionwill enable designers to provide more insight and perhaps be an even more valuable counselor for their retail clients,” says Gahlman.
Designed by Dallas-based creative firm Matchbox Studio, the piece features four case studies of four distinct brands in the growing health and wellness markets. Thoughtfully designed print collateral demonstrates ways to get customers in the door, engage and excite customers in-store, help spread the word, and help brands build a following. Each brand features samples produced on CLASSIC®Papers.
Get customers in the door: An oversized, visually dynamic postcard and a gift card in a die-cut carrier draw customers in — 44% of people say a gift card has sent them into a store they otherwise wouldn’t have visited. Neenah’s Imagemax, a 100% paper gift card in 14pt and 28pt, is perfect for those companies with an environmental mission or fill the landfills with plastic gift cards.
Papers featured: Neenah Classic Stipple, Techweave, Smooth, Linen, Imagemax
Printing techniques: Spot raised UV on uncoated paper, digital & offset printing, diecutting
How to engage and excite customers: Research shows 70% of purchase decisions are made in-store. What drives those decisions? Packaging can be credited for 30% them. (Raise your hand if you have ever bought a product based on the packaging or selected a wine because of it’s label. Yeah, we thought so.)
Papers featured: Neenah Classic Crest, Stipple and Woodgrain
Printing techniques: Offset & digital printing, diecutting, folding, laser cutting
How to spread the word: Unique experiences and VIP treatment matters according to 66% of today’s consumers. This spa, Desert Mothers Hot Springs uses an oversized mailing to invite customers to a unique experience – oversized envelopes are reported to have the greatest household response rates. The brochure is a geometric, accordion fold that is memorable and won’t be easily thrown in the trash.
Papers featured: Classic Laid, Stipple
Printing techniques: Holographic foil, offset printing
How to build a following: Food subscriptions are currently a trending business. In this evolving, highly competitive retail market the brands that succeed will be those that create an extraordinary customer experience. 52% of consumers are likely to make repeat purchases from an online merchant that delivers premium packaging.
Papers featured: Classic Crest Smooth & Eggshell, Stipple, Pearlized Linen, Laid
Printing techniques: Embossing,digital & offset printing, french folding, spot raised UV
Matchbox Design’s Principal/Creative Director, Liz Burnett said, “When it comes to brand recall, paper is an important aspect of any design. Studies show that 70% of purchase decisions are made in the store, and 85% of consumers cite color as the primary reason they buy a particular product.”
“What we hoped to communicate with this piece is that a paper’s texture and color has the power of persuasion. CLASSIC®Retail Revolutionshows how much more memorable printed collateral can be with the right combination of design and paper,” added Burnett.
Go forth and make things that truly matter. Create strong, engaging, and meaningful experiences for customers. The retail revolution is in your hands.