Just in case you hadn’t noticed yet, Christmas is rapidly approaching – as we can tell with the return of Strictly, X-Factor and Downton Abbey to our screens. Oh, and the stack of tins of Christmas confectionery in the supermarkets! And presumably you are now planning or even putting in place your Christmas windows.
Engaging shoppers with seasonal displays
But Christmas is not the only seasonal event that retailers and manufacturers tap into to remind shoppers to spend more money. There are opportunities throughout the year, with varying suitability for a range of products and retailers. And for many shoppers, the effort perceived to be put into other seasonal events outweighs that of Christmas, which creates disappointment. “If they can make this much effort with Halloween, why can’t they do the same with Christmas?” is a common complaint we hear from shoppers.
Creating some theatre is store
What shoppers like about Halloween in-store is the theatre created – from Halloween decorative items or Halloween products such as biscuits, to confectionery, dressing up outfits and pumpkins. It inspires them to consider the range and creates a desire to buy. A stunning window, followed up by a great in-store display, that each deliver the sense of theatre can have a real impact: “Ooh, I love it. They’ve made it seem really fun and exciting. I’m going to come back and see how I can decorate my home.”
Range and merchandising is key to successful seasonal events
Getting the range and merchandising right is a key component of a successful seasonal event. Shoppers are often looking for something a little bit different, something that stands out, something that hasn’t obviously come from a supermarket. “You want something that shows you’ve put a bit of effort in and is a bit different. I love all the unusual stuff you see at Christmas”. But don’t assume they expect you to stock these items – use your window to catch attention and hook shoppers in. As the nights draw in, an enticing, bright Halloween or Christmas window is hard to ignore. And don’t be afraid to enter into the spirit of a seasonal event yourselves – even a Christmas hat is appreciated by shoppers (more so than yet more Christmas musak!)
Shoppers respond well to great seasonal displays
When retailers make an effort to hit the seasonal spot it is genuinely appreciated by shoppers. Seasonal marketing works when it makes a retailer more relevant than competitors, and when it creates the impact that can be so hard to achieve day to day.
So, here’s hoping that some of the thoughts here will inspire your seasonal plans, and that you have a busy and successful end to 2013.
This blog was written for the Support for Independent Retail Campaign by Danielle Pinnington, Managing Director of Shoppercentric. To find out more about Shoppercentric see http://www.shoppercentric.co.uk/