Contents
What is a corner?
A corner is a designated space in a store or shopping center where the products of a single brand are presented in a branded style. It serves to attract customers' attention, inform them about the brand, and showcase products, which in turn stimulates purchases. The word "corner" translates from English as "corner," and in this context, it refers to the space occupied by a particular brand.
A corner can take various forms: from brand zones in multi-brand stores to separate retail points in shopping centers, as well as mini-coffees known as coffee corners. A brand corner is typically designed in the company's corporate style, where a portion of the retail space is highlighted, and often specially trained consultants, who are not store employees, work in such areas.
Types of corners
There are several types of corners, each of which can be designed differently depending on the company's goals and budget. The main types of corners include:
- Frontal corners — face the customer on one side, most often representing promotional displays or stands placed against a wall.
- Corner corners — have two open sides and are located in the corner of a store or at the intersection of shopping aisles, which helps attract visitors' attention.
- Island corners — accessible from all sides, allowing for more products to be showcased and attracting customers.
The contents of the corners can vary: from standard displays to complex structures with screens, lighting, and product samples, depending on the budget and placement goals.
Advantages and disadvantages of corners
Corners have their pros and cons. The main advantages include:
- Attracting customers' attention through bright and memorable design.
- Highlighting products among competitors, making it easier for customers to navigate their choices.
- Impressive presentation of products, including the opportunity for testing and getting consultations.
However, there are also disadvantages, such as high costs for equipment and rental of retail space, as well as restrictions on design that landlords may impose.
How to choose and design a corner for products
Setting up a corner requires careful consideration. Here are the main steps for successful design:
- Choosing a location: analyze traffic and the flow of visitors in the store.
- Determining sizes: clarify the area that the corner will occupy.
- Choosing products: decide which items will be presented, considering their popularity and profitability.
- Informational content: use posters, videos, and other means to convey information to the customer.
- Design: create a visual appearance that leaves an impression on visitors, using corporate style or a thematic approach.
- Layout planning: think about how customers will interact with the product and whether consultant assistance is needed.
You can order a custom design for the corner from an advertising agency or choose a ready-made structure that meets the brand's needs.