FEATURE: MERCHANDISING & POS
BLOOM YOUR BUSINESS: HOW TO HARNESS THE POWER OF COLOUR TO DRIVE SALES
If in-store experiences are something that you’re considering but just don’t know where to start, this insight from Cliff Bashforth, Managing Director, at Colour Me Beautiful might help. As Europe’s leading image consultants the Colour Me Beautiful team have worked with retailers to help engage with shoppers and ultimately help drive sales.
T
oday’s retail landscape is incr e dibly competitive with many customers now looking for
experience led shopping. This can leave retailers with the challenge of knowing how to stand out from the crowd. One way that many garden centres are upping their game is through in-store events and collaboration, this not only helps to attract visitors to store but also provides customers with experiences that live long in the memory.
Colour theory DIY and garden centre products can serve as engaging visual aids during colour consultations. By using flowers like roses and geraniums to explain concepts such as soft and cool tones, Colour Me Beautiful consultants can easily illustrate how colour theory applies to clothing. For example, a customer with warm undertones may see how the golden hues of a daffodil enhance their natural complexion, while cool- toned individuals may learn how the pink of a rose complements their skin tone.
This practical, hands-on approach helps customers understand their personal colour palette and its impact on their appearance. Not only does it provide an immediate connection between the natural world and personal style, but it also transforms the shopping experience from transactional to educational, leaving customers with valuable insights into their fashion or product choices.
Enhancing customer engagement DIY
stores and garden centres
provide a serene and welcoming environment, making them ideal venues for Colour Me Beautiful workshops and events. These workshops attract new customers
www.diyweek.net
EIGHT WAYS COLOUR ME BEAUTIFUL CAN BOOST PRODUCT SALES
“When shoppers receive tailored advice, they are more likely to return for future visits”
and strengthen relationships with existing ones by offering insights into fashion trends, best colours, and styling tips. This sense of community fosters customer loyalty, as customers feel appreciated and understood. Offering personalised colour consultations can greatly enhance the customer experience. When shoppers receive tailored advice, they are more likely to return for future visits, seeking ongoing guidance or wardrobe updates based on seasonal recommendations. These consultations set garden centres apart by offering an experience that goes beyond simple transactions, it’s about making customers feel more confident and empowered in their style.
Leveraging the colourful environment The vibrant surroundings of garden centre, for instance, naturally align with Colour Me Beautiful’s focus on colour. Hosting events in these colourful spaces creates a visually exciting and engaging experience for customers. A fashion show amidst
blooming roses, for example, offers an appealing real-world context where each model’s outfit is selected based on their personal colour palette. This not only adds to the excitement but also showcases the garden centre’s fashion items in a unique setting. The colourful environment also
presents excellent social media opportunities. By collaborating with garden centres, Colour Me Beautiful consultants can create visually striking content, from colour palette challenges to customer transformations. These engaging social media posts can help attract a wider audience and boost footfall from fashion-conscious shoppers. Incorporating Colour Me Beautiful’s consultations into their retail strategies allows DIY retailers and garden centres to elevate their product offerings and provide customers with unique, personalised shopping experiences. The colourful backdrop of a garden centre is the perfect complement to Colour Me Beautiful’s focus on individual palettes, creating a cohesive and visually engaging environment for customers.
1. Personalised Recommendations: Consultants provide tailored advice that enhances the customer’s shopping experience and increases purchase likelihood. 2. Increased Confidence: Understanding their colour palette helps customers feel more assured that their fashion choices will look great, leading to increased sales. 3. Enhanced Customer Experience: Colour consultations offer a unique, memorable experience, setting the garden centre apart from competitors. 4. Cross-Selling Opportunities: Colour consultations create opportunities for selling complementary products such as hats, scarves, or gardening gloves that match a customer’s palette. 5. Seasonal Fashion Advice: Consultants provide guidance on incorporating seasonal trends while staying true to personal colour palettes, encouraging repeat business for wardrobe updates. 6. Event and Workshop Ideas: Fashion shows and styling workshops can attract new customers and promote the garden centre’s clothing and accessory lines in a fun, dynamic way. 7. Social Media Engagement: Collaborative content creation, including before-and-after transformations and colour challenges, can drive social media engagement and bring in new customers.
8. Brand Alignment: Colour Me Beautiful’s ethos of celebrating natural beauty and sustainability aligns well with garden centres’ focus on nature, creating a strong brand partnership that resonates with eco-conscious consumers.
Not only does this approach enrich the customer experience, but it also opens up new revenue streams through increased clothing, shoe, and accessory sales. By embracing these opportunities, garden centres can grow into fashion destinations, offering more
than just plants
and flowers—they can offer style, confidence, and beauty.
For further information please visit
www.colourmebeautiful.
co.uk
NOVEMBER 2024 DIY WEEK 23
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