Dose Retail Store Photography Matters?
It’s been over 15 years since I photographed the first retail store professionally.
What then started as a statement I made “I will make it look like a million dollars” was answered with “the store already cost us more than a million dollars”.
This lead me to better understand the impact of retail photography on a retail store.
With an online retail booming, retail image matters more than ever.
Lifestyle Vs Retail Experience
Retail stores today are much more than just a selling product service, it’s a lifestyle experience starting from the facade towards the entrance and every corner in the store.
Every major retailer already knows that the pictures of their stores done by an experienced architectural photographer is crucial for the customer experience.
click the image to enlarge
The impact of retail store photographer on sales
As more people watch online when looking for or prior to going to a retail store they would be exposed to the store photography.
From google business listing, website store locator, social media or advertising the store images matter.
As online sales increase especially due to COVID-19 its important more than ever to allure the costumer leave the screen and come to the store.
When people have a verity of products that they can touch and feel there are more likely to purchase on a larger scale and transmitting the experience trough imagery is crucial.
How to stage a store prior a photoshoot
Most brands would use their planogram or merchandise designer prior we start to work.
It’s important to remove any “sale” or seasonal branding in order to give the pictures immortality, no matter when people will see the picture it will be up to date.
To save the valuable time of the professional and most importantly the store prior to photoshoot its important to go trough the store and make sure everything front to end are organized and impeccable.
It is ok to bring us after closing time allowing your team to clean up the store or use an external company for doing so.
Basics of Retail Store Photography
We would start with the front facade photo to associate the recognition of the brand and visibility of the store.
This is one of the most complexes to do, as we have to avoid any reflection on the windows from other brands sings and also to elevate the inside of the store.
The second phase would be to capture the main space from both sides to showcase the layout and the verity of products.
Finally, we would capture the main sections incorporating the design, materials, experience and the product.
Jewelry and Watch store:
Jewelry and watch store needs closer attention to shiny materials, reflections and details.
This is done by using different accessories and lighting techniques in combination with advance post-production.
Make sure you’r cleaning team remove any finger prints from the displays and they dry them correctly for flawless shots.
click the image to enlarge
Fashion and Apparel Store:
Even when having many items on racks and shelves require proper staging by planogram or the store designer.
Keeping the right color of those items is crucial for proper representation of the brand and product.
Remove any “Sale” or “Promotion” Sings as we want to have the images time proofed.
What time of the day should we photograph?
To minimize the interference to the store we always recommend unless needed otherwise to photograph retail store prior to opening after the store closes.
It will allow us to create more complex and impressive photos and avoid disturbing the customer while shopping.