Marketing photography for retail outlet
There is an adage when it comes to the retail environment. “Retail is detail”, which was attributed to James Gulliver, the head of Fine Fare/ Safeway in the 70’s.
This is still true today as the little details really matter and sometimes it is what sets a business apart from its competitors.
This was true when your client takes advantage of the recent lockdowns. Their circumstances changed when EdinburghWoolen Mill closed their outlet within the building, allowing extra space to relocate their successful farm shop into the main premises.
This gave me the chance to help them with their marketing photography. They needed to inform their regular clients of this change.
Kat, the marketing lady, wanted to emphasise that the farm shop had nearly doubled in size. She was excited to announce that their extremely popular ‘cook’ range of frozen dinners had been expanded to eight freezers from the original four.
Kat was also very keen to show that they were operating in a more sustainable manner. Kat wanted to show that they were serious about a reduction in the use of packaging and that this packaging was environmentally friendly.
The brief was therefore aimed at showing the overview of the space and the context of its position within the rest of the shop. There was a definite need to show the details such as the vegetable displays, the refillable cereal containers and the expanded range of wines. They particularly wanted to emphasise the range of locally sourced produce, as clients are more aware of reducing food miles.
Considerations during the shoot
Of course, when it comes to this kind of marketing photography you need to allow time to capture everything. The shop was open and the staff were still stocking up. Patience was the order of the day.
The premises were well lit so it was possible to get a lot of the shots in one take. However, some shots with differing exposures were merged later to create the appropriate ambience.
Kat was delighted with the results and this allowed her to take out a full-page advertisement in a local magazine.
For more information about how I can help with PR and marketing photography https://www.andrewboschierphotography.co.uk/events-pr/
© Andrew Boschier Photography 2021