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A Moment with Momentum Instore
Hoping For The Gift Of Sales?
At this time of year every man and his dog is busy promoting their ranges as potential gifts, eager to grab a slice of this lucrative seasonal market. What this means though is that it is difficult to achieve stand out on shelf.
Retailers therefore need to consider how their gift ranges are presented, to attract customers to the shelf and also inspire them. At this time of year shoppers are time poor, so grouping gifts into sub categories will make life easier for them.
Clear and attractive overhead signage and shelf top navigation should be used to help customers to find their way to the gift aisles quickly, with gondola end displays also located in high traffic areas to maximise impulse sales.
Gift displays need to be kept looking pristine; something that is not easy at this busy time of year. However, investing time into keeping ranges looking good will help secure sales through the run up to and during the festive season.
Lastly omni‐channel will be bigger than ever this Christmas, so retailers must put as much effort into their other channels as their instore campaigns to draw customers in. As well as securing sales in their own right, online and mobile are the perfect tools for driving traffic into store.
Thomson's Next Generation Store (NGS) opened in October 2013 at Bluewater. This was the first to open in a nationwide roll‐out of a new connected retail concept. Set over 2,187 square feet, the newly designed store integrates the latest technology combined with great service to enhance the experience of choosing and booking a holiday. Created in partnership with 20.20, the NGS has been designed around an innovative customer centric brand experience that delivers high‐touch service supported by high‐ tech tools.
The store experience is designed around co‐creating holidays, bringing together staff and customers in an environment that is radically different from the previous Thomson shops.
NEXT GENERATION
News & Business
NATURAL BORN WINNER
Avery Dennison Retail Branding and Information Solutions (RBIS) announced in October 2013 that designer Emma J Shipley has won the Avery Dennison Emerging Fashion Brand Award at the star‐studded WGSN Global Fashion Awards (GFA) in London. The Emerging Fashion Brand award reflects Avery Dennison’s vision that successful designers must not only create inspired fashion, but they must also elevate their brand to win the consumer’s attention and purchases. Tim Voegele‐Downing, Global Creative Director at Avery Dennison RBIS commented “While we saw phenomenal entries from all finalists, Emma J Shipley ultimately stood out. She created not just an electrifying collection but also a powerful brand that helps differentiate her products. She has already secured some very high‐profile collaborators, including retailer Anthropologie and Designer Nicholas Kirkwood, and this award confirms her incredible impact and potential.”
An international judging panel of 50 prominent Fashion Designers, opinion leaders and journalists considered designers’ collections from a design perspective as well as from a branding and marketing context. As the winner, Shipley received a €12,000 prize from Avery Dennison to elevate her brand, building on its current success to grow into a scalable fashion business. The Avery Dennison Emerging Fashion Brand Award was presented on 30th October 2013, at the WGSN GFA ceremony held at the Victoria and Albert Museum in London.
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