Retail designers have also done a good job of improving consistency when it comes to cross channel branding. We now expect to see the style, tone and messaging that we remember from a website, Facebook page or television ad replicated in-store, otherwise a key component of cross channel campaigning is lost. Whereas, in the past, websites and other out of store platforms may have taken their design lead from stores, the roles have now reversed. Just take Apple stores for instance – much of the space delineation and layouts at the outlets is influenced by the computers themselves.
Click the following link to read the full article: Dan Whittington features on Retail Design World