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Looking Good
Listed under: Retail Clinic
Published: Friday, August 21, 2009
When it comes to securing Christmas custom, enticing window displays are key. Kim Einhorn from specialist design company Theme Traders shares her top tips for success
What are the benefits of revamping your store in the run up to christmas?
Creating a show stopping window display is the biggest marketing tool a business can have, which is why stores like Harrods and Selfridges invest so much time and money in theirs. Little touches such as props and accessories can create an amazing visual impact, ensuring passers by can’t help but stop and stare.
When it the best time to revitalise your shop?
In order to achieve optimum results your window needs to be updated constantly, ensuring the same display never lasts more than a month. Try investing in something spectacular and create the illusion of change by cleverly moving different items around. Don’t just focus on the products you sell in-store, but think of unusual ways you can incorporate bigger, festive-inspired props into your displays – such as decorating a massive Christmas tree with some of the ribbons you have in store, or dressing a life-size reindeer in knitted jumpers you’ve created from the yarn you sell in the shop.
What are your top tips for success?
Make sure you use as many unusual props as you can, and invest in one big centre piece you can rely on time and time again. Experiment with different backdrops and don’t be afraid to try something slightly off beat or unusual.
Are there any clever tricks of the trade?
Putting graphics onto your shop window is a fantastic way of attracting people’s attention. Don’t just focus on promoting the deals, workshops or discounts you have in-store, but use the signs to really make customers stop and stare. Simple messages like ‘Ho, ho, ho’ can make all the difference, so make sure you utilise the space well.
What are the most common errors many retailers make?
The biggest mistake is to not target a wide enough demographic. Nowadays, there are such a broad range of people expressing an interest in crafting and it’s essential for businesses to appeal to each and every customer who walks past their store.
How can retailers ensure their shop windows attract as much attention as possible?
Contact some of the newspapers in your local area and invite some well-known craft personalities to host talks and demonstrations at your store. Don’t be afraid to contact your customers directly, and make sure you email them about any new lines, workshops or special promotions you have in the shop. Remember, your business is what you make it and it is up to you to ensure you scream about it as much as you can.
Creating a show stopping window display is the biggest marketing tool a business can have, which is why stores like Harrods and Selfridges invest so much time and money in theirs. Little touches such as props and accessories can create an amazing visual impact, ensuring passers by can’t help but stop and stare.
When it the best time to revitalise your shop?
In order to achieve optimum results your window needs to be updated constantly, ensuring the same display never lasts more than a month. Try investing in something spectacular and create the illusion of change by cleverly moving different items around. Don’t just focus on the products you sell in-store, but think of unusual ways you can incorporate bigger, festive-inspired props into your displays – such as decorating a massive Christmas tree with some of the ribbons you have in store, or dressing a life-size reindeer in knitted jumpers you’ve created from the yarn you sell in the shop.
What are your top tips for success?
Make sure you use as many unusual props as you can, and invest in one big centre piece you can rely on time and time again. Experiment with different backdrops and don’t be afraid to try something slightly off beat or unusual.
Are there any clever tricks of the trade?
Putting graphics onto your shop window is a fantastic way of attracting people’s attention. Don’t just focus on promoting the deals, workshops or discounts you have in-store, but use the signs to really make customers stop and stare. Simple messages like ‘Ho, ho, ho’ can make all the difference, so make sure you utilise the space well.
What are the most common errors many retailers make?
The biggest mistake is to not target a wide enough demographic. Nowadays, there are such a broad range of people expressing an interest in crafting and it’s essential for businesses to appeal to each and every customer who walks past their store.
How can retailers ensure their shop windows attract as much attention as possible?
Contact some of the newspapers in your local area and invite some well-known craft personalities to host talks and demonstrations at your store. Don’t be afraid to contact your customers directly, and make sure you email them about any new lines, workshops or special promotions you have in the shop. Remember, your business is what you make it and it is up to you to ensure you scream about it as much as you can.
