RANGE REVIEW: CHRISTMAS RANGE REVIE : CHRISTMAS RANGE REVIE EW EW:


EW: CHRISTMAS FIND YOUR SIGNA IGNATURE AT


Retail consultants Sa bine Gauditz and Hans Schmidt of Arte Perfectum of fered visitors to Christmasworld an insight into ef fective buying and merchandising with their presenta tion:


‘From purchasing to displa y – conceptual presentation of goods as opposed to decorative displa y’.


T Ta


here ar e so many places to get inspiration: you can look at fashion, at lifestyle magazines, or visit trade shows


– they all generate ideas. The internet is really good to use to get inspiration. Take a look and see what bloggers ar e posting to see what’s new .


ake a look


In December, you should tak e one day out and go to a completely differ ent city to see what they ar e doing. Get away fr om the humdrum and what you see every day to try and get some new ideas.


r,


Once you have found some inspiration, how do you implement it in store? Yo


You have to think abo


ou have to think about some key things. Firstly, what is youry,, what target audience? Are you after the purists, the romantics, the stylists, the design-minded people? Do they live in the city or the country? For example, rural people tend to be more conservative. Think about the wishes, preferences and desires of your customers.


You want them to have an authentic experience – to touch and feel the product in your store. They want to feel the objects; they want to talk to somebody and to have a special experience. They may even take selfies and post them online.


22 DIY WEEK 23 FEBRUARY 2018


convenience. You Yo


them in the mood for shopping. You need to optimise the basics; have a quick checkout, allow them to order and pick up, and make delivery easy It helps you to compete with online. Customers must be cared for . Yo


But the customer also wants ou have to help put Yo


y..


You also need to make it visually appealing. Think about POS – you need to mer chandise and visually pr esent the pr oducts. It’s not enough to just put them on the shelf.


ou also need t


Bear in mind, the mor e flexible your shop fittings are, the better for you to rearrange and change things regularly


y..


You have two types of customer: the impulse buyer and the targeted customer. With the targeted they know what they


Encourage impulse buys Yo


ou have two ty customer r,, they


You want to evoke their senses of smell and sight; target their emotions. You have to tap into that to get them to buy. Seduce and inspire them. They don’t know what they want yet but they will find it. You can still look ar ound in the shop with one eye even when target shopping.


want and have already done their r esearch. They want to get their bearings quickly and find what they want. The problem is that this transaction can be done online but you can create impulse buying when these shoppers are instore. Yo


Yo


ou want to evo ou have to tap in


y.. Seduce a Yo


Create your concept and do something dynamic


How can you stand out from all of the other ‘stuf f ’ out ther e? Ask yourself: ‘how can I stand out with my business? What is my trademark, my signature?’


Emotions are key – make them your message.


Christmas, as such, is not a theme. Y ou can’t just say ‘ok it’s Christmas, let’s put up a Father Christmas, an angel and some stars’. You need a concept of your own.


Yo ou can’t Yo


If you want to stand out from competitors, you need your own signatur e to be displayed. Yo


ou ha h Yo


You have two options: You can work based on your mer chandise – whether that’s tools, plants or jumpers – take that as your base and work fr om that. Do you need tables, fabrics, and other items to display those products pr operly?


The other option is that you create your theme freely


y..


If your concept is to start with the mer chandise, then think about how to involve your pr oduct with this theme. Put pr oducts on the table in or der to give your customer a ‘wow’ straight away.y. Immediately the buying impulse kicks in straight away They touch, feel and want to take it home.


y.. table. Yo


Think staged living – set a Y ou can sell plates, crockery


ou candles, baubles, and so on. www.diyweek.net y,,


Cr eate the element of surprise by doing something different like putting shoes or DIY products on plates. Do something dynamic whether you ar e displaying garlands, baubles or books.


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Don’t skimp or be lacklustre – if you want to tell a story , it has toy,, it ha be perfect. For example, I saw a fantastic display with mannequins in but they didn’t have heads and it just r uined the pictur e.


When something gets stuck in a consumer ’s sub conscious, that is great, that’s what you want.


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