Retail Is Not Dead; It’s Evolving

NEENAHHEAD

They said the retail apocalypse was coming. It didn’t. In fact, according to Goldman analyst Matthew Fassler, 85% of retail sales are still being made in physical stores today. With Gen Z’s preferring bricks to clicks and the ecommerce giant Amazon purchasing Whole Foods, it’s clear that retail is alive and well and the store still matters.

It is also clear, however, that retail is changing and the retailer of the future needs to evolve to meet the rapidly shifting needs of consumers. PwC’s “The New Retail Ecosystem: From Disrupted to Disruptor” reports:  While the store of the past may be dead, retailers are already adapting to a new retail ecosystem. In this retail ecosystem of the future — a combination of physical, digital, and complementary service offerings — stores tailored by location and demographics become part of the consumer’s broader shopping experience.


Understanding that designers working with retail clients today are also part of this evolution, Neenah has released CLASSIC® Retail Revolution. Designed by Dallas-based creative firm Matchbox Studio, the piece features four imagineered retail brands for four distinct areas of 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, with a look at unique ways to use printed pieces as those tangible elements that define brand experience at every touchpoint.


Matchbox Studio’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.”


Connections with consumers are key. Once won, brand loyalty is not easy to shake. PwC recently reported 71% of shoppers surveyed are staunchly brand-loyal. Packaging is credited for 30% of in-store purchasing decisions as consumers connect touch to ownership. Texture plays a big part of the “reach for it” moment that drives sales.


In a competitive marketplace, identifying a unique approach and top-notch customer service could be the factor that distinguishes your brand. This is where design and paper can help elevate a brand’s status with high-touch, highly memorable tools.


The power of one-to-one connections with customers is reinforced through personalization. Individualized marketing materials allow retailers to cultivate close relationships with customers. 57% of people say postcard marketing makes them feel more valued and creates a more authentic relationship.

“What we hoped to communicate with this piece is that a paper’s texture and color has the power of persuasion. CLASSIC® Retail Revolution shows how much more memorable printed collateral can be with the right combination of design and paper,” added Burnett.

Contact your Neenah sales rep to get a copy of CLASSIC® Retail Revolution.

Lead image by Dick Patrick Studios.

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