Shopfloor PROFILE: WHO?
The window to your world By Daniel Todaro, Managing Director, Gekko Field Marketing
We all know that the experience a customer receives in your store will determine their propensity to buy and perhaps become a repeat customer, but the whole experience is more than just customer service, it’s also perception. Your store front is your most cost effective marketing tool at your disposal. It’s the silent salesperson that defines what sets you apart from the competition. It’s an opportunity to set the tone for your brand and showcase the products you stock. Local advertising is great and if done properly will bring customers right to your store, but when they arrive, what are they greeted with? A shabby looking window display, old POS or vinyls on display, poor signage…? The opportunity to create an amazing display isn’t necessarily expensive neither does it require the creative direction of Harrods. It starts with your brand, your strapline and continues with your product range.
In last year’s Retail Focus Awards every winner displayed a product
line with dramatic centre
staging and a clear message. This can be done in any retail environment and within a reasonable budget. Remove that old signage or expired offer, replace those broken bulbs with perhaps coloured or softer lighting. Create a backdrop that makes products stand out and showcase them in a setting that resonates with the customer and catches their imagination – such as a living room or kitchen. Don’t forget to ensure your train of thought is obvious to all potential customers and not just you! With Euro2020 and the Tokyo Olympics both being held this year, there’s an opportunity to create sports-themed offers, promotions and displays around several categories – and not just TV. Seasonality is another ideal theme to showcase the
brands you range or take inspiration from popular television programmes, such as The Great British Bake Off or even Strictly Come Dancing. Can you work with other complimentary retailers to borrow props to stage your window? Collaborative retail is a win-win and a partnership could extend and include shared discounts and referrals.
In considering what matters to your audience, you should have a good handle on your local customer demographic. Think what they’d like to see. Take Generation Z for example; born between 1995 and 2012, this generation is all about sustainability and living in a digital age. They have been taught what their digital data is worth; 47 per cent would swap their data for
Charity starts at home By Howard Saycell, Chief Executive, Retra
Howard Saycell, Chief Executive of trade association, Retra, agrees with Mr Todaro’s last point, and says that many successful Retra members are actively engaged with their local communities by getting involved and supporting local charities and participating in fundraising events…
Local fetes are popular with our members, giving them the chance to meet and engage with people in the local area – who are most often their key customers. There are usually fun activities involved linked with the opportunity to raise brand awareness as well as money for good causes. Members will, among other things, sometimes provide the PA (public
address) system for an event and perhaps some prizes for a raffle. This helps get their name out there in the community and in a positive light – it’s an opportunity to be seen to be giving something back.
Many of our members also support national charities, but at a local level. A good example of this is BBC Children in Need, with lots of members
getting great PR out of their support at a local level. Whilst being active locally, members can also benefit from demonstrating that they are a part of something much bigger, such as a national or international buying group, for example.
And, it goes without saying, but all these local activities need to be clearly communicated online and on social media as many shoppers consume their information this way nowadays. The opportunity to ‘share’ posts or pictures will only help to ensure that more people are aware of the good causes retailers are supporting.
discounts or special offers (versus 73 per cent of the Baby Boomers generation), but 20 per cent would then restrict data to brands that fail to deliver the experience they expect. However, they may be a digital generation, but
they have been hitting the high street, with nearly 44 per cent of Gen Z saying it is their favourite way to shop and 73 per cent happy to shop across multiple channels. So expect them to be price checking on mobile devices whilst shopping in your store! With sustainability and shared responsibility in mind, is there the option to donate your window display to a local charity or cause? Could you become synonymous locally with great products and customer service but also community responsibility?
Below: Paul Mead from Michael R Peters in Bedford.
ertonline.co.uk
February 2019
ertonline.co.uk
March 2020
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