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A Moment with Momentum Instore


Life In The Fast Lane


As our lives become ever busier one activity that we used to enjoy is increasingly falling by the wayside – browsing. For today’s retailers getting customers to slow down and peruse fixtures is an ongoing battle.


One long used tactic to encourage customers to take a different route around store and look at ranges they would not usually notice is to switch the location of categories around. But customers are programmed to want to find products quickly and commit to purchase. Compelling directional signage will allow for this whilst also encouraging customers to spend time at the shelf.


Some retailers are taking this a step further by appealing to the senses, enhancing the experience shoppers have in store so that they want to linger longer. From the scent of Hollister and the comforting aroma of freshly baked bread in Marks & Spencer to the distinctive music played in Abercrombie & Fitch. In the future we are going to see more stores reaching out to shoppers’ senses to in turn get them reaching into their wallets.


SUPPORTING YOUNG ENTREPRENEURS


After opening for trading on 15th July 2013, the Pop‐Up shop on The Street at Westfield Stratford City is supporting the next generation of local East London entrepreneurs. The store is already turning over about £500 a day and will be open for business until 17th August 2013. The Pop‐Up shop is providing young people from Newham and other parts of East London the opportunity to retail and promote their products/ creations in the marketplace. Westfield Stratford donated the space and have shown further support from the Design and Marketing teams and the many Westfield staff who have been involved in bringing the shop to life.


The entrepreneurs, who will also be staffing the shop, are all part of Community Links’ Established project which provides training and support for individuals, start‐up businesses and social enterprises


Alyson Hodkinson, Westfield Stratford City General manger said: “We are delighted to be able to support the entrepreneurial skills and talents of local young people whilst bringing exciting community concepts to our customers. As a business dedicated to creating jobs and training opportunities for East London people this is the type of partnership that Westfield Stratford City is very excited to work on.”


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