RETAIL STAGEWORKS
Festive sales
Christmas contributes the most significant revenue for the whole of the year, yet MI tends to let seasonal flavourings pass them by. Kate Adams explains that there is a lot we can do to add that Christmas feeling to our stores…
I
t came as something of a surprise to me when the editor of MI Pro said that MI doesn’t really do Christmas. I probably
should have kept quiet as the very next thing he suggested was that I should write an article explaining how to make the most of marketing Christmas. What follows is a step-by-step guide – but
don’t think that it needs to begin and end in December. A lot of these ideas, when seasonally adjusted, are valid throughout the year.
A WINDOW ON THE WORLD Store windows at Christmas need to grab attention instantly. Your store may not be competing with another MI dealer, but you are competing for a ‘share of wallet’. Why should someone spend their ‘hard-earned’ with you for gifts? Windows need to be creative and enticing. For non-musicians, the world of MI can be intimidating, so the first impression of your store – your window – needs to reassure them that it’s okay to come in. A great display that says: ‘Got a budding musician in the family? Looking for a great gift for them? Let us help,’ may just be the trigger they need to come in.
Think about the impact your window is
having. Check out other retailers and see which windows catch your eye. What particularly is it that you notice and what would make you want to go in? Look at what works from ten metres away – and from five metres. What will be great value or a great offer – what’s brand new? Think about theming the window, whether by
instrument (‘everything for the drummer in your family’), by colour, or showcase the smaller ticket items, such as accessories. You also need to consider your target. It’s not
only musicians, but their friends and families. You could run an ‘add it to your Christmas wishlist’ promotion where musicians take a voucher away with them to drop a hint to their loved ones. For the family and friends make it as easy as possible by suggesting gifts as ‘perfect for guitarists’, even showing them gift-wrapped or with a bow. As cheesy as it is, Christmas themed windows
work. Tinsel, gifts under a tree, reindeer all show customers that you are part of Christmas. Regular ‘does and don’ts’ always apply, of course, so keep your window fresh and
66 miPRO DECEMBER 2010
interesting, rotate your special offers and displays each week to keep people interested.
HEIGHTS AND LIGHTS Creating a number of different levels in your window makes a display interesting, so use boxes (wrapped), for example, to keep potential customers’ eyes roving your stock. Spotlights are a great way to showcase best sellers or highlight special offers. Window displays look great at night, so add some Christmas lights to your spotlights and put them on a timer to make the most of the evenings after your store has closed.
ACROSS THE THRESHOLD Two factors will affect people’s purchasing decision once in the store: visual merchandising and staff, and both need to make a strong first impression. A welcoming display of Christmas gift ideas when a potential customer walks through the door immediately allows people to identify either with an item or a price range. ‘Gifts for under £20’ will immediately help non- musicians feel a bit more comfortable. Follow this up quickly with a welcome from
the staff. A friendly face offering help goes a long way, particularly for non-musos. Allow people to feel comfortable picking up items and they will be a step closer to purchasing.
“
A welcoming display of Christmas gift ideas, followed up by a friendly welcome will help people step over the threshold into your shop.
BEST SELLERS SELL BEST Select your best product lines for Christmas. What was your best seller last year? What do you know will sell itself? Think about key sales messages and how they feature from the window through to the shop floor and how staff are trained to sell them – and ensure they feature on your website. Keep both your window and store fresh by
rotating your best sellers each week or two, but make sure they can always be quickly found.
MI-PRO.CO.UK
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