"How can money be the root of all evil, when shopping is the cure for all sadness..." Elizabeth Taylor
The Christmas retailing period can represent up to 40% of a retailers annual sales. Christmas 2016 generated $48.1billion in sales. And, yes, these are Australian figures.
In order to stand out in crowded shopping centres and shopping strips this festive season, retailers are going to have to think outside the (beautifully wrapped) box. So kiss goodbye to Rudolf and tinsel. Here is my first Visual Merchandising tip for the season. (By no means am I suggesting to put up your first full Christmas window, but I am suggesting you give thought as to what you're going to do and give consideration to my suggestion below...)
Dress for the “Christmas Customer”
Before you start, it’s important to remember that your “Christmas Customer” is different from a regular shopper in shop.
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.
Festive visual merchandising needs to interrupt the customer journey and display the perfect gift for a loved one (or not so loved one). By remembering this subtle shift in shopping behaviour, you can instantly create windows that drive foot traffic.
According to Retail Biz online magazine, data from the world’s largest job site, Indeed, reveals that Australian job seekers started looking for casual Christmas work in August, a month earlier than the historical pattern of searching in late September and peaking in November. This is significantly ahead of company recruiting schedules this year, with many companies not having listed their Christmas casual roles yet.
Over the Australian summer period, the economy benefits from a 170 per cent increase in casual roles, with the biggest booms coming from retail, representing 87 per cent of the Christmas casual roles listed on Indeed. The retail brands attracting the most interest from job seekers this year are Cotton On, Dusk, Smiggle, Myer and DFO.
Currently Christmas casual job searches outweigh open roles by nearly 140 to 1, meaning that employers can have their pick of the bunch this year. There are more job seekers this year, with searches increasing 257% over last year. Currently there are 5% more casual Christmas roles on the market than 2014, although this is likely to increase further in the run up to Christmas....
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....
Instagram boasts 15 times more engagement than Facebook and more than Twitter or Google. In between the latest selfies (which may or may not include your pets, your cool new bedding or your just-ordered meal), branded hashtags and location-based tagging, it’s clear that Instagram is the channel to tap for retailers that want to make an impression.
Many young women, particularly the millennial generation born 1982 – 2000 have become their own online celebrity, documenting every aspect of their lives – and watching others do the same. Sheena Auvaire, global marketing and communications director of Topshop says “What we are seeing now with that younger millennial, is that she is peacocking on social media”. Other analysts believe that the rise of the selfie is driving young women to buy something more often.
One millennial follows Victoria Beckam and reality television stars on Instagram for fashion inspiration. But she also follows retailers such as Zara and Topshop. “I like to emulate the luxury fashion brands. Seeing what new styles have come into the shops, via Instagram, helps me decided what I may want to buy”....
Packaging Makes a Difference Featured
Every year the majority of new products fail. Some say the figure is as high as 95%. The reason is simple: Most customers don't have the time or energy to weigh the advantages and disadvantages of the products in their shopping carts, so they use a shortcut to make their decision. That shortcut is your product’s appearance and packaging.
Packaging design has become huge in the past few years as businesses are realising that great packaging equals increased sales. Think about it: When you’re choosing a bottle of wine, aren’t you drawn to the bottles with cool labels? Your packaging is often a consumer’s first point of contact with your product and a spiffy package may make someone try a new product line they’ve never heard of. Your package design is one of the most important elements in your product offer. It is design that has to function, ie it has to protect what’s inside, it has to allow for easy storage and distribution, give information to the customer about what it is and draw attention to itself on a shelf full of competing products.
No matter how good a product is, poor packaging can keep it from selling....