Retail Signage Matters – Part 1 External Signage

Article by Mark Muller published in Retail Pharmacy Magazine July 2013.

"Retail signage comes in all shapes and sizes. In any retail landscape a passer-by may encounter hundreds of signs on buildings and shopfronts conveying many types of messages. Store names, brands, advertisements, product categories, sale prices, directional arrows, and trading hours commonly appear on most shopfronts in one form or another, and all compete for attention.

In an effort to process so much information, customers instinctively tune out. They subconsciously filter their visual surroundings and only really notice a few key words or concepts here and there that the mind has programmed itself to take interest in. So, to be noticed, the exercise for many retailers becomes one of correctly identifying the key messages that will interest their target market..."

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Retail Signage Matters – Part 2 Internal Signage

Article by Mark Muller published in Retail Pharmacy Magazine August 2013.

"In my previous article we looked at signage on the outside of the retail store. We learnt that the single purpose of external signage was to get customers from outside the shop, where they cannot buy, to inside the shop where they can.

In this issue we will look at signage inside the retail store. While the overall objective is the same – to get customers to buy – the type, quantity and method of communication needed makes the process a little different...."

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Store Refurbishment - Getting bang for your buck!

Article by Mark Muller published in Retail Pharmacy Magazine August 2013.

"For many retailers, the idea of refurbishing can feel about as exciting as a trip to the dentist. That niggling ache in your molar needs attention but, unless it’s an emergency, you’re prepared to grin and bear it. Only when the tooth cracks or the filling fails are you finally resigned to endure the pain and expense of rectification..."

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5 Myths of Store Design

Article by Mark Muller published in Retail Pharmacy Magazine December 2013.

"Over more than two decades of designing retail stores, I’ve come across a multitude of ideas about how design theory should be put into practice. While some are time-tested truths, others are mere urban myths."

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7 Ways To Save On Your Next Store Fitout

Article by Mark Muller published in Retail Pharmacy Magazine August 2013.

"In 25 years I’ve yet to find a retailer who hasn’t been at least mildly shocked at the cost of shopfitting. I often muse that if I had a dollar for every time a client said, “You could build a house for that”, I’d be happily retired...."

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5 Trends Shaping Community Pharmacy Design

Article by Mark Muller published in Retail Pharmacy Magazine November 2013.

"Remember the good ol’ days of retail? There was no world wide web, shopping centres were few, rents were cheap, and to be successful you just had to keep the shelves stocked, the shop clean, and smile for the customer. Alas the times of easy retail dollars are long gone!"

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