"How can money be the root of all evil, when shopping is the cure for all sadness..." Elizabeth Taylor
Before you start, it’s important to remember that your “Christmas Customer” is different from a regular shopper in store.
While we might all be filled with a little more festive cheer at this time of year, our stress levels are up, we’re busier than ever, and we’re rushing around at 120 kilometres per hour. But perhaps the biggest difference to note is the customer journey. Your “Christmas Customer” is a gift-giver, not an end user.
This means they need to be told something different by your window displays. Check out this Christmas Windows display board on Pinterest for ideas on how to be different and consider using mannequins in your window. Mannequins are silent, yet persuasive, sales staff....
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Christmas never seems to be far away when you work in retail. No sooner has last year's festivities been wrapped up and the Christmas Sale is done and dusted, than thoughts start turning to the next round of Christmas fun. But, in the flurry of activity, crucial steps can often be overlooked as pressure mounts and retailers grow accustomed to the monotony of year in, year out in-store preparations.
It is one of the most important trading periods of the retail year. The impact it has on sales will vary with each retail sector but whichever sector you belong to, it is critical that you maximise the sales potential of this peak festive season.
Consider the following factors when planning your Christmas Visual Merchandising strategy:
Product: Your product needs to be your shop's greatest hero. To create a significant point of difference, plan your product range carefully to ensure you have considered high volume merchandise and the products creating stories. Plan the placement of these product ranges so there is a balance of volume and value as well as eye-catching highlight displays as your hero.
Creative planning and capitalising on the prime season: The festive trading period can constitute up to 40% of a retailer's annual trade. It is not only important from a financial perspective but it is also the most crucial time to cement new relationships with customers. To maximise this opportunity retailers need to use creativity to their strategy to build a point of difference to competitors.
You might want to put these ideas into action:
1. Raise Security Awareness with all staff. Ensure they work the salesfloor (where the thieves hang out) and are not stuck solely behind the counter! Good customer service is the key. Approaching someone with " Is there something I can help you with? I couldn't help but notice your interest in our sunglasses/lipsticks/shoes/shirts/tops etc etc... Perhaps I could show you a colour/size/demonstration etc etc?" Opportunistic shoplifters HATE being singled out and tend to leave your store rather fast. Which, after all, is exactly what we want them to do!
Let's look at window displays, hot spots and standing out from the crowd.
Creating a dominant window display with significant impact from a distance should be the aim of every retailer. It is important not to over-complicate your layout. Make sure there is one strong simple message coming through. Change your window displays regularly throughout your festive campaign to keep it updated and looking inviting.
Careful selection of product for hot spots will ensure the highest number of customers are passing your your most important product lines. Products in these locations need to be clearly ticketing and rotated to ensure they remain full and renewed throughout the festive promotion.