How to use public art to revive high street businesses during the pandemic
An ever changing climate
The British high street - How can we increase footfall?
Since the introduction of lockdowns and restrictions in the UK, retailers around the country have scrambled on ways to keep customers. For most that meant going online. E-commerce websites have become more common than ever as customers stay at home and shop from home too. For some businesses however, going online is not feasible or perhaps a decision some shop owners don’t see themselves making. A lot of high streets are reliant on small businesses maintaining physical locations to continue footfall.
It looks like right now the UK is slowly coming out of the other side of these chaotic times, and as people slowly return to the traditional way of shopping and perhaps have less worries than back in 2020, it is the perfect time for small businesses to utilise art to bring people back. In fact, small towns and villages in the UK are encouraging businesses to show off their front doors.
Engaging the community should be a priority for businesses right now. Customers are sick of being sat at home and are looking to go back out and enjoy their local high streets. So what can be done to a physical space to catch the eye of a potential customer?
From grey building to inspiring mural
Welcome Mural for Harrow Council
For businesses situated at the end of a string of shops on a high street, it can be really beneficial to utilise that space for your business.
Traditionally, and perhaps more commonly, businesses would use large advertising banners to hang on the sides of buildings to let customers know of the latest deal. Does it work? Absolutely. Is it creative and inspiring? Not particularly.
Mural artwork is the best way of creating a bold advert for your business as well as adding social value to your community. It also gives businesses a chance to work with a local artist, meaning the arts and culture community in the area gets to show off their skills and gain recognition. It is important to remember that physical shops are crucial to the local community. They’re essential for the elderly who may struggle with online shopping and those who simply do not have a way to shop online. Wall murals bring art and business together, creating a unique and positive feeling around brands.
Check out these beautiful murals in Cardiff; they definitely make a statement and connect to customers in a way that brings positive dialogue around the place.
Window art and clever displays
hand-painted window display for a music studio in London, UK
As footfall returns to market towns across the UK, there will be more people passing windows than the past two years. Internal space for businesses has changed due to covid. More space had to be given for social distancing, thus preventing as much display room inside the shop. If that is now a norm for most businesses, the best place to move the advertising to is the windows. A unobtrusive, safe way to advertise and prompt customers to step insides. Think Oxford Street in London. By far the most famous shopping street in the country. What makes it was it is, is the clever and creative window displays. Even better, what gets people coming back is the constant and seasonal changes in those displays. Nothing says Christmas is on the way more than noticing your local coffee shop put up a Christmas tree in their window or mannequins wearing Santa hats with every outfit. Seasonal Storefront Window Painting can boost footfall on Christmas, Valentines day, Halloween, Easter and many more holiday occasions. Window art marketing is a way to emotionally connect to customers. Changing displays for different occasions and local festivals and special days (perhaps supporting local causes too) makes customers feel heard and noticed. This subtle engagement with the local community can gain any business a good reputation, especially on something as forward facing as a window which is the first thing to greet a customer. It is a way of advertising the inside to the outside.
A good interior makes the experience
A hand painted wall art mural interior for a yoga studio in London
Returning customers are the goal for businesses big and small. Secondly, returning customers are also likely to be the customers to tell their friends and family about your business. Whilst making sure what you sell and how your price it is important, the experience matters too.
Shoppers have different motivations for coming into your space. Whether it’s shopping for a gift, looking to treat themselves or perhaps sit in your coffee shop to sip a latte and watch the world go by. It’s all an experience that forms their day. A good experience and positive first impressions in a shop can make the decision between a customer staying and browsing or quickly finding a way back out.
Interior design should reflect feelings of calm and positivity. A bright, welcoming environment is key to buying peoples’ time. Internal artwork on walls can make for a great photo opportunity (imagine the reach on social media from customers!) and giving your business a powerful reason to be remembered.
Motivating staff with events
Art event for mindfulness and well being supporting working life
It’s no surprise staff can feel more anxiety and pressure during the pandemic. Between keeping up with rules and regulations, and making sure customers feel safe; it is a whole new level of stress in the job. Customers want to keep coming back if they remember the staff as friendly and helpful. This is probably the best form of social engagement; being able to help someone find a specific item or simply greeting them with a smile and friendly greeting.
As business are forced to open and close at any moment in time, it’s not uncommon for staff to feel unmotivated.
Bringing them together with art based corporate events may just be the answer to lift spirits and reassure staff that they matter, and they have value.
Employee wellness is important to a good workforce and nothing brings people together more than art. You can forget about politics, about the current pandemic and let all worries and stress slip away while your team enjoys co-creating together in a relaxed environment to create something beautiful.
Selling even while closed
A Hand painted roller shutter for high street retail
If you’ve even wondered how to advertise your businesses while it’s closed, look not further than rolling shutter art. A stable and consistent form of advertising, roller shutter art can enrich town centres even after hours and in times of uncertainty. It’s also a form of social responsibility as art on roller shutters deters a lot of unprofessional and vulgar graffiti. If a space is already taken, a vandal is less likely to want to go over it. Check out this amazing art project in High Wycombe that perfectly shows off the power of roller shutter art.
Just like wall murals, the concept is simple yet effective and once it’s done, it can become a community staple and perhaps a photo opportunity which can translate to free online presence.
So why not find out more?
So why not find out more about our London-based Creative Art Agency, specialising in public art marketing and public realm arts management?
Find out more about how we can help you connect with your community, we work throughout the 32 London boroughs and throughout the United Kingdom so why not find out more today?
