SHOPFLOOR


MORE PASSION. MORE ENERGY. MORE FOOTFALL.


WINDOW DISPLAYS: AMPLIFY YOUR VISUAL MERCHANDISING


1. Seasonal events: Potentially a bit of an obvious one! Yet Easter, Halloween, Christmas, seasonal sales – and even Black Friday – have the potential to spark joy in the footfall past your store. Some retailers get this so right and people look forward to seeing what they’re going to do next, in store or even in their community.


2. Focus on sustainability: Consumer demand for ethical and environmentally-friendly mate- rials is growing. Use your window displays to communicate how your business is doing its bit, and better still – reward customers for recycling old shoes with you.


3. Loyalty schemes: How much do you value your customers? Show them! Communicate what your business is doing to give back in turn for their continued custom. Think member offers, exclusive early access to ‘VIP’ sales, rewards, giveaways and loyalty programmes.


4. Brand collaborations or partnerships: Work with your best brand partners to create visu-ally appealing POS and product displays, but also the best supplementary accessories for your best- selling shoes.


6. An interactive display: Can you offer people an experience to engage with your business? A QR code to scan to play a game, enter a competition, or find out more about a new prod- uct. This also offers you a good ethical way to capture data!


By Emma Louise Smith, Director of Moxie Business Marketing


Y


ou’ve positioned your business perfectly online to make your location discoverable. You’ve excelled in gathering customer reviews. You’ve pushed all internal systems to the max to streamline and cultivate an omni-channel experience. You’ve been lost in a vortex of Tik-Toks, YouTube videos, threads, reels, likes, comments, shares and saves… If only getting people into your stores was as simple as throwing a handful of breadcrumbs to a flock of pigeons… But it can be – if you have the passion and the drive! With the future firmly embedded


in hybrid retailing, we can’t just consider the local in-store shopping experience without first landscaping the out-of-store/digital experience. In order for any retail business to be as in-novative as the products they sell, they need to offer the whole package. Here are a few ideas to get people eating out of your hand!


IN-STORE EVENTS AND EXPERIENCES


1. Customer appreciation event: Your opportunity to thank your community! Offer a freebie – a prize or small gift for the first 10 people that walk in your store?


2. Fundraisers: Create an event that associates your store with a charitable cause and invite your local community to join in. Perhaps a local fashion show or shoe showcase?!


3. A guest speaker: If the guest is note-worthy or accomplished in their field, then this can act as an influencer style dynamic. Local celebrities? Local fashion designers? Local influ-encers?


4. Gatherings and events: Host a food and drink evening to bring your customers together. Demo some new footwear and fashion ranges. Make it themed depending on the range – fitness and health related for sports shoes or trainers? Teach attendees a new skill whilst using your products. Cookery masterclasses are already hugely popular. Demo the perfect home cinema setup for TV and audio. A domestic God/Goddess workshop with cleaning hints and tips!


OFFLINE COMMUNITY MARKETING: THINK PHYSICAL EXPERIENCE, DIGITAL CONVENIENCE


1. Customer surveys and market research: Offer people a quick and easy way to supply you with feedback. Why not trial feedback cards or a touch screen in-store? Ensure a post-sale survey invitation is emailed out?


2. Community content partnerships: Find the community you want to target, identify a brand or new collection, then co-create content that shows off the products, and encourage others to share their stories with you.


3. Product sampling: Distribute your products in exchange for feedback. Highlight how easy it was to select the right design or right fit of shoe with expert in-store advice and with a proper shoe-fitting service.


28 • FOOTWEAR TODAY • JUNE 2024


DOWNLOAD THE FOOTWEAR TODAY APP NOW SPONSORED BY


Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40