“Shop twenty looks nothing like shop one.”
One spec sheet per shop type: sizes, colours, materials and fixing. Every new shop starts from the sheet, not from memory.
Home / Services / BTL / Signage & retail branding / In-store branding
BTL & Activation · Signage & retail branding · In-store branding
In-store and in-shopbranding that sells
Since 201565+ in-house teamKolkata office, 5 team bases
A shopper judges your brand in the first minute inside. Make shop twenty look like shop one.
A strategist calls you in one working day.
/ 01 In-store branding
The shop is where the brandis believed, or not.
A shop that looks unlike your advertising wastes the trust that advertising earned. PromotEdge plans and delivers in-store branding for retail and franchise outlets across India: walls, shelves, counters, windows and floors, designed once and rolled out shop by shop.
In-store branding is everything inside the shop that carries your brand. The board outside is on our signage and retail branding page. This page starts at the door.
Here is what we usually see: the first shop looks right and the twentieth looks like a cousin. We start with logic and your numbers: how many shops, which formats, which walls. Want us to look at yours?
Delivered through PEXORA, a joint venture of PromotEdge and Prodigy. Our servicing team is based in cities across India.
- 2015working with Indian brands since
- 65+in-house team: strategy, creative, media and tech
- 4pillars under one roof: strategy, advertising, digital, on-ground activation (BTL)
- 6cities: head office in Kolkata, teams in Mumbai, Delhi, Bangalore, Guwahati and Bhubaneswar
Our beliefWe're professionals. We'd rather be blunt than pleasing.
/ 02 What we plan
Every part of the shop,and what we check first.
| Where | What we do | What we check first |
|---|---|---|
| Walls | Painted, vinyl, panel or wallpaper brand walls, with the logo and one message | Surface, damp, ducts and wiring |
| Shelving and gondolas | Branded shelf fronts, headers and end caps | Fixture size, load and shop layout |
| Counter and billing area | Counter front, back wall and price display | Height, till space and what staff need nearby |
| Shop-in-shop zones | Your branded corner inside a multi-brand store | The host store's rules and footfall |
| Windows and glass | Vinyl, frosted film and window graphics | Sunlight, glare and permission |
| Floor graphics | Floor stickers that lead a shopper to your zone | Surface, wear and slip safety |
| LED and neon accents | Lit logo walls and neon or LED accents | Power points, heat and wiring |
| Uniforms and packaging | Colour and logo rules, so uniforms, bags and bills match the walls | Colour match across materials |
Shelf and display planning is on visual merchandising. Small pieces at the till are POSM. Bags and uniforms are on promotional products and packaging design.
/ 03 What usually gets in the way
What usually gets in the way,and the way through.
“Franchisees fix their own branding, and the look drifts.”
A kit of approved templates and approved vendors. Anything outside the kit goes through one approver.
“The design does not fit the real shop: pillars, ducts, uneven walls.”
A recce (site visit) measures every wall. The master design is adapted to the real wall, and you approve each drawing.
“The branding went up, but nobody can say which shops are done.”
A tracker lists every shop with a status and a photo at each step: recce, approval, installed, audited.
“Within months, graphics peel, lights dim and old offers stay up.”
Materials are chosen for the site, and we tell you the expected life before you buy. Audits log what to fix.
“The mall or landlord rejects the design.”
Fixing, lighting and permit rules differ by mall and building. We check them at the recce, before the design is final.
Which shop do you want branded first? Send us a photo of its main wall, and we will tell you what we would do. Get a free growth plan
/ 04 How we work
Visit, pilot one shop,then roll out.
As planning guidance, one shop usually takes four to eight weeks from recce to handover. A rollout across many shops runs in batches over months. We confirm the timeline in the quote.
- 01
Brief and shop audit
Which shop types, how many, which cities. We look at two or three shops as they are today.
- 02
Recce
Every wall, ceiling, power point and entrance is measured and photographed. Mall and landlord rules are checked.
- 03
Design and spec sheet
One master design, adapted to each shop type, with a spec sheet of sizes, colours, materials and fixing.
- 04
Approve a pilot
You approve a sample, then one pilot shop. A fix is cheaper in one shop than in fifty.
- 05
Install in batches
Trained teams install route by route. Each shop sends before-and-after photos with date and place.
- 06
Track every shop
A tracker shows each shop's status: recce, approved, installed, audited. You can check it any day.
- 07
Audit and refresh
We check condition, lighting and old offers, and fix or replace what has faded.
Tell us what’s not working. We’ll send you an honest one-page growth plan, free.
Go deeperMore on this
Deeper reading if you want the research behind the plan.
How we deliver it, and why
How your business model changes the plan
A franchise needs a kit every franchisee can follow. It faces the same local-trust job as a clinic: the shop is the first proof. Dealer-led shops, such as paint or tile dealers (see building materials), get a lighter pack: wall panel, counter unit, board. A retail chain needs spec sheets and a tracker first. D2C (direct-to-consumer) brands opening shops should match their site.
- Write the spec sheet first. Shop forty is built by someone who never met us. A spec sheet per shop type.
- Pilot one shop. Real walls find what drawings miss. A fix list.
- Photograph every step. A photo ends the argument about what was done. Dated photos in the tracker.
- Audit a few months later. Shops drift as staff and stock change. An audit note.
AI in in-store branding: today and next
Today
Adobe says Firefly makes and edits images from text prompts and can remove items or expand backgrounds. That suits early wall mock-ups, not a fitting drawing. Google says Gemini models can answer questions about images and detect objects. Our view: it can help sort site photos. A person confirms each shop.
Source: Adobe (Firefly, page undated) and Google AI for Developers (image understanding, updated 23 September 2026), read 10 October 2026
Next
Our view: mock-ups will get quicker and photo checks partly automatic. Sizes, safety and approvals stay human. See our AI and systems page.
Planning fifty shops or more? Tell us the shop types, and we will sketch the pilot. Talk to us
/ 05 Cost
What affects the cost ofin-store branding.
No price list. These things move the number.
One boutique and a hundred franchise outlets are very different jobs, so we quote against a written scope.
What affects the cost
- Number of shops, and how many shop types
- Shop size and the parts branded: walls, shelves, counter, windows, floor
- Materials, finish and lighting
- Number of cities, and how spread out the shops are
- Mall or landlord permits and fees, at actuals
- Audits and refreshes after installation
How we quote
- You tell us your shop types, cities and what you want the shop to say
- We visit a few shops, or study your photos, and agree a pilot
- Design, making, installation and audits go into one written scope
- We send the quote within 2 working days, each line separate. You approve it before work starts
What you get in the quote
- Recce, master design and spec sheet
- A sample and one pilot shop to approve
- Installation with photo proof, and the tracker
- Audit visits
When you compare quotes, ask who owns the spec sheet and how each shop will be proved done.
/ 06 What happens next
What happensafter you ask.
For projects we think we can help, this is how it goes.
- 01
A strategist calls you
In one working day: a 30-minute call with one of our strategists about your business and what is not working.
- 02
You get a 1-page plan
A short, honest plan: what to fix first and what we would do. It is free.
- 03
A quote, if you want one
If you want to go ahead, we send a quote within 2 working days.
We confirm the timeline in the quote. Contracts start at 3 months, with 30 days' notice to stop.
Brands and people are named only as public examples. They are not PromotEdge clients or endorsers unless stated.
Keep exploring
Related pages.
The expertise that fits your business, and the places we work.
More in signage and retail branding
Goes well with
What people say
In their own words
What clients told us after working with PromotEdge.
“I really want to thank Sayantan and his team from PromotEdge because what I find good in them is that, the team. When the team is wonderful, the outcome will definitely be wonderful. …”
Abhijit BhattacharyaFormer Captain Indian VolleyBall Team; and Founder of Brahmaputra Volleyball League“Hi, my name is Hitesh Malhotra. I'm working in FIVB. We are working with PromoteEdge (with Team Sayantan). I would like to give you a brief detail. …”
Hitesh MalhotraSports Development at Fédération Internationale de Volleyball - FIVB“The PromotEdge Agency stay with us all these 3 days, since when we arrived..more, more than 3 days. Since in the airport, they stayed together with us (FIVB team). …”
GibaBrazilian Former Volleyball Player
No pressure. No sales pitch.
Tell us about your shops.We'll show you the plan.
Straight answers.
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Retail branding is how a shop looks, feels and behaves, so shoppers know whose it is. In-store branding is the inside part: walls, shelves, counters, windows, floors and lighting. The board outside is signage. Both should look like one brand to a shopper walking in.
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In-store branding dresses the shop itself. Visual merchandising plans how products sit on shelves and in windows. POSM is small material at the shelf and till. Most retail rollouts need all three, planned together, so the walls, shelves and till do not clash.
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Yes. One master design and a spec sheet per shop type, then batches by route. Our servicing team is based in cities across India. We plan by calls and photos, visit regularly and, when a rollout needs it, work at your site. A pilot shop comes first, so the fixes are found early.
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As planning guidance, one shop usually takes four to eight weeks from recce to handover. A rollout across many shops runs in batches over months. Mall permits and approvals add time. A pilot shop comes first. We confirm the timeline in the quote.
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It depends on shop size, the parts branded, materials, lighting, number of shops and cities. We have no price list. We quote against a written scope within 2 working days of one conversation, with each line separate, so you can compare scope and not only the total.
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Usually your logo files or brand guidelines, the list of shops with addresses and photos, and one person who can approve designs quickly. We can't do magic alone, so quick answers from you keep the dates safe. We can help you gather the rest.
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Yes. We build a kit of approved designs and vendors, so each owner follows one standard. You decide who pays and who approves. Every shop is tracked with photos, so you see which owners are done. Anything outside the kit goes through one approver.
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No published case of ours is an in-store branding job yet, so we show no results here. We have worked with brands since 2015, including a jeweller, and share relevant work when we talk. Send us a photo of your main wall.