Welcome to my blogspot where I share significant insights and thoughts on retail: what I see, what wows me or perhaps tends to disappoint, combined with what I have learnt over the years and what I know to work for sure. I hope you will find this blog interesting, informative and highly enlightening.
A trip up the West Coast during October led me to a Paternoster retail outlet!
Just the kind of outlet I would have expected from a seaside village… But even better than could be expected, because every sentiment, every word was so true to the environment and all it had to offer. What a wonderful experience…
Welcome signage at the entrance.
In-store ‘Posters’
Visual Merchandising Props
Merchandise Presentation
Cold Storage
This store was so interesting and unlike anything I have seen before, which made the entire experience highly memorable and enjoyable. Some people may find it untidy and unappealing, but I think it’s wonderfully original! Seriously, where else would you experience anything like it? Is your brand this unique and enjoyable?
Make sure you don’t miss it, if you ever find yourself in the area.
I spotted this ‘shelf talker’ over the weekend. What a nice idea?
With so many products lining the shelves, so many labels to read, how do you possibly choose if you’re not looking for anything specific? That’s why drawing attention to your product is so vital.
This ‘shelf-talker’ caught my eye because it was moving, which immediately drew me in for a closer look. The moving element was a replica of the ostrich which appears on the labels, but the head moved backwards and forwards. Obviously I was curious to see what it said, so I stopped to read the message. “GO ON. STICK YOUR NECK OUT”.
Now if I was in the market for white wine, I wouldn’t have hesitated to try it. In fact, I think a lot of people who weren’t considering white, might have decided to give it a shot, because of the excitement of something new and unusual. So, even though I left the shelf empty-handed, I am now definitely aware of a brand I hadn’t heard of before. And I’m quite sure I won’t forget the label anytime soon either.
So make sure you make the most of your shelf talkers next time. Create something unique and nifty, which will inspire interaction between the consumer and your brand – it really is worth your while every time.
Since it’s spring and brands are doing their utmost to promise blooming greatness in every imaginable form and splendor, I thought this signage to be really impactful and fresh in terms of its offering and purpose.
So much more effective than just the usual ‘logo only’ signage, and certainly more credible in terms of its offering.
Way to go khoki, you’re not only “growing minds”, but definitely growing on all of us too!
I was recently reminded how effective and essential cross-merchandising can be. Whilst doing my weekly grocery shopping I was very gently, yet cleverly, directed to the accompanying item I almost forgot to buy. Cross-merchandising in the washing section proved to be a great success, as one is expected to always remember both your washing powder and softener. And the way in which the nifty display unit was placed alongside the powder was so effective!
Wonderful pairing, selection and execution. Well done!
Window displays provide that vital glimpse into a world beyond, which either entices you into going in, bores you into passing by, or repels you into looking the other way. So where do you fit in?
Then, every now and again, there is also a window that has been blocked up by paper, due to relocation or renovation. Now, I’m pretty sure that the cost of the paper which covers those windows is not part of the original marketing budget. And yet it provides the perfect canvas for preparing passers-by for a new shopping experience, unlike anything they’ve imagined, awaiting them in-store.
Sadly, I haven’t come across a hugely original ‘opening’ campaign. I believe it’s because the paper in the windows is the last thing the retailer is thinking about when spending money on revamping the store. What a wasted opportunity!
At least this fashion store managed to use the space to showcase the ‘lifestyle’ of the brands available in the store, whilst at the same time apologizing for inconveniencing their customers. It utilized the entire window area, rather than just a small poster to send out the message. This is the way to go, which is why I liked this window a lot. It exudes a strong brand image, even while the brand is still technically under construction. Master builders at work, I’d say.
This is a gift card I received as a present. Don’t you think the presentation is just wonderful? You immediately feel like you’ve received a gift and not just a card. Even though the monetary value remains the same, it just seems much more special. The plastic card fits snuggly into this red tin with its flamboyant satin bow and it just screams Value! Special! Beautiful! Unique! Worth it! Which, I’m sure will make a huge difference to the amount of gift vouchers they sell in this store. And an even bigger difference to the people receiving it… So really, who wouldn’t want to shop there? Yet another great marketing tool used in a wonderful way.
This past Saturday I had the opportunity to participate in the awesome 35km Hansa Hout Bay Challenge. It’s probably the toughest run I’ve done to date, dragging myself uphill for almost 2000m, and over, what felt like, many, many mountains.
Why was it so tough? Would you believe, I was totally unprepared?!
No surprise if you consider that I hadn’t bothered to pay any thought to my training or nutrition in the past 4 weeks. And yet, I decided that I needed to do this race as it is a ‘must do’ on the racing calendar and entries very limited are scarce.
Whilst I eventually completed the race, it was technically unsuccessful. I felt terrible most of the way, my body was being starved of the necessary ‘fuel’ to keep me going and training would have ensured a finish to be proud of!
What has this got to do with retail, you may well ask?
1. Are you ‘running’ a promotion because it’s a ‘must do’ on the promotional calendar?
2. How much ‘training’ (planning and advertising) have you done to ensure that it is a success? Have you sat down with your ‘coach’ (advertising/marketing agency) to plan every step up until the big day?
3. Have you got the correct ‘fuel’ (promotional product/price/POS) to keep you going during the promotion?
Yes, you may be fortunate enough to get through the promotion BUT will it be a finish you could be proud of? Go on, take another look at that training schedule. Are you really doing your best to ensure ultimate success? If so, may you be a runaway success!
It’s SALE season at the moment! If you’ve been anywhere near a mall of late, you must have spotted the colourful array of window displays and posters reminding you of the bargains on offer! So much discounting happening right now…
But nothing, in my opinion, says SALE better than the colour red! I noticed a couple of very creative windows on my mall walk this morning, but the spotlight undoubtedly fell on this incredibly simple, yet enormously effective display.
A sale is probably the most popular promotion for any retailer and customer for that matter. In fact, sometimes it’s the only promotion that takes place twice a year. But the fact that it’s proven to be highly successful doesn’t mean you always have to discount your merchandise in order to achieve success.
Countless great promotions have made real impact through the use of fun and value-added offers, rather than cash savings. Whether they’ve incorporated special holidays, celebration days and even big sporting events, it all aids in finding that amazing theme for your promotion. Simply match your theme with related or relevant products and shout out the message. Dress up your store and sell. Offer in-store events. Run a competition. Partner with other retailers. Generate programs to encourage repeat purchases…
The options are endless. You just need to realize the huge potential hidden within your store, and you’ll soon discover that discounting is by no means the only promotion out there!
Imagine two kinds of people looking to meet a life partner (for the purpose of this analogy, we make them both women). These two ladies are headed for the same venue in the hope of meeting someone fabulous, with whom they could possible start a deep, meaningful and very enjoyable relationship.
The one is dressed to kill and guaranteed to attract a lot of attention, but she is very shy and spends most of the evening in the corner by herself. The other is a total extrovert and very engaging, but presents herself in a questionable manner, which is not half as attractive as her bubbly personality. As the evening progresses neither of them are attracting the right attention and finally they are doomed to return home without any new potential on the horizon.
Now imagine two kinds of stores. One is absolutely beautiful and therefore eye-catching enough for people to walk in and look around, but since no-one engages with them, they all leave empty-handed. Which means no real opportunity was created for them to fully enjoy the experience and therefore return in the near future. Then there’s another store which is hygienically challenged, rather untidy and actually quite off-putting. Even if the staff are extremely engaging and helpful, the customer is still inclined to leave abruptly, because it’s a visual mess. Which means they didn’t enjoy the experience much either.
Now imagine a store with striking looks and a dashing personality… a real opportunity for delightful engagement and future ‘dating’ possibilities. Who on this earth would not want to go there? And buy? And return to browse and buy again? And again?
Let’s face it, if customers like what they see, and they enjoy the experience, they are sure to want more, time and time again.
That is the beginning of the deeper and much more meaningful ‘Retail Relationship’.
Remember that song by Till Tuesday? Well, it’s quite relevant when it comes to customers. They are precious, because without them no business or store could exist. So when you spend time and money on trying to get their attention, connect with them, build relationships that lasts and hopefully have many years of happy dealings, you win and they win. But the reality is you need your clients more than they need you, because invariably they are spoilt for choice.
So why would a business which has been paid upfront for the goods refuse to dispatch the product because of a R150 courier fee which is outstanding? Or why would a store put up a sign that says there is a minimum charge on card transactions (because the store does not want to pay the fee on a small sale)?
The cost to the business is so small in monetary value, yet the damage it does to customer relationships is so great. The impression you are giving your customers is not one that makes them feel valued, because clearly you are only interested in their money and not in them.
Make a difference. Think about how small decisions impact customers’ perceptions. Their deadline should be important to you. Or if the transaction fee is such a problem to you, don’t you think it’s more important to make your customer’s life easier?Why, in your mind, should these people do business with you?
Always remember, they will look elsewhere if they feel their business is more appreciated elsewhere. And these are just examples of many such incidences occurring daily. I know it is important to cross the t’s and dot the i’s, but I do believe you should consider how it makes your customers feel, and how it impacts your business relationship. You’ve spent the time finding them, so it’s definitely worth making the effort to keep them.
Firstly, it asks a question to get me thinking. Then it provides all the answers with hard facts, ensuring total comprehension of the different specs on offer. I can see the entire colour range. Yes, the actual product in all its glory, so I know exactly what I’m dealing with.
Also, the window is 3 dimensional – writing on the window, posters, product stands and product, which makes it much more interesting than just a poster. Since there’s no guessing what the product can do for you, you simply need to take your pick…
I might have added price, which wasn’t very apparent (could have been there I was clicking away at a rapid rate). Other than that, I think this is a great window display – it introduces, informs and entices… I’m sure a large number of these fleece tops are making their way out of that store as we speak…so to speak.
Social networking is the practice of expanding the number of one's business and/or social contacts by making connections through word of mouth. While social networking has been around for almost as long as societies themselves have existed, the unparalleled potential of the Internet to promote such connections is only now being fully recognized and exploited, through Web-based groups established for that purpose.
‘Join us on Facebook’, ‘follow us on Twitter’ are just some of the invitation phrases we’ve become exceedingly familiar with. A good example is the store shown above. Their main focus in their windows was “Become a Fan on Facebook”. So they chose to focus on the network, rather than on the product! Quite a novel idea, I thought. It is a very eye-catching window, which definitely stood out from the rest of the mall’s windows, and yet the focus was on networking. There was no promise attached to the invitation, just a thought per pillow from other fellow fans.
I became the 18 263rd fan of this store and now get regular updates of available products, new and trendy ideas, other consumers’ likes and dislikes, answers to queries which other people have… and the list goes on… So, 18 263 people are reminded of this store and it’s products daily and at a very minimal cost if anything at all! Clever, don’t you think?
There’s this saying that goes ‘You have to speculate to accumulate’ which fascinates me! The concept of giving and running the risk of not getting anything back in return is daunting. Especially when it comes to the world of retailing, because margins are so vitally important. However, it seems to be working for those who follow the principle of believing that once you give, you almost always get back.
A therapist friend of mine recently started a practice and naturally needed clients. She joined a networking group and flogged free 1hr session vouchers to everyone at the event. That’s one hour of her time per person! 15 people responded to the offer and went along for a free session. That equated to R4 500 of her time in money. And yet, amazingly enough, every one of those clients committed to continue with therapy, which now equates to R4 500 of revenue per week! A big get for a little give…
Giving gift vouchers to use in your store is a simple, fun way to get new customers. Everyone likes to get something for free. When you give someone a gift voucher, they correctly see it as a generous gesture. It is a sincere invitation to visit your store or business and check out your products and services. You’re putting your best foot forward.
Giving away gift vouchers is really a super smart way to acquire customers at a very reasonable cost with very little risk. It costs you almost nothing to give away the gift voucher and (here’s the part I really love) it doesn’t cost you anything if they don’t use the certificate. You pay only for the customers you actually acquire! Just try negotiating a deal with your local newspaper where you pay only if your ad gets you new customers.
From - Marketing your Retail Store in the Internet Age by B. Negan.
Obviously he is referring to a voucher with ‘no strings attached’ here! You are giving for FREE. Because it has been proven that in the long run you always get something back. People tend to spend much more than the voucher amount, plus you’re starting the process of building a relationship with these customers and laying the groundwork for a solid future together.
Which means that even if you don’t always have the urge to give, you still only stand to gain. Which, hopefully, propels your heart to giving more next time…and then getting more. See what a wonderful cycle of goodwill and revenue you can create here? Go on, give it a shot!
Have you ever noticed how many stores have stuck A4 printouts on windows or left them at till points to communicate a message? Messages ranging from new store times to promotions in the front of the store or even moving location notices.
I understand that it costs a lot less and can be done quickly by the store staff, but it really leaves a very bad impression. It’s tacky and does absolutely nothing for the brand. And we’re not talking small retail stores here! Big retail chains with large advertising agencies capable of creating great communication which can only enhance the brand’s image and therefore avoid any wrong impressions.
If time and money at store level are the reasons for these retailers just typing communication and printing it out in the manager’s office, surely each store could be supplied with a Corporate Identity Guideline Document? Which means they could still knock out something according to the guidelines and print it out at a very reasonable price – which will still be in keeping with the brand’s image?
Image is everything. Especially when it comes to customer perception. Randomly sticking a floppy piece of paper on any imaginable surface is like dressing up in haute couture for a the Prince’s ball and then going in slippers. And we’re not talking the glass kind. We’re dealing with total effect people. Always. Don’t ever lose sight of the big picture. Some stores are moving dangerously close to pumpkin hour.
When I was 19 years old I was hired as a casual at a small boutique in the mall down the road. As one would expect from a 19-year old, my only concern was the money I could earn.
I had no interest in the clothing I was selling or the customers that were frequenting that store. I sat at the cash desk and surveyed the store. I would greet customers and assist them if they asked for help. In my mind I was doing exactly what one would expect of a sales casual. To make matters worse, I was alone in the store on a Friday evening for 4 hours, as the regular manageress went home to her family.
I filled that position for about 2 months before I was fired… on a technicality of course. I was bitterly upset as I had no idea what I had actually done wrong!
After all, I was never interviewed to establish what experience I had or whether I was actually passionate about clothing, to begin with. Once I was employed, I got absolutely no training regarding sales either. No information on the product I was selling, no guidance on how to approach the customer, engage with the customer and sell the product. I don’t even think they told me how to dress for the job. I was 19, so surely I should have known all this? In your dreams!
I’m wondering how many smaller retail stores and even vendor businesses are doing the same with their casual staff today? So let’s focus on the lessons here:
Firstly, it’s vital to have passionate casual employees and not just people who are filling the gap when you are not there. They must be familiar with their environment and understand the market, and not just be in it to earn a quick buck.
Secondly, training is essential. Not merely teaching them what they are selling, but how to sell it too. If the casual staff can’t sell, should they be replacing the permanent staff at all?
I had the unfortunate experience of dealing with an unenthusiastic, untrained casual at a print shop the other day. Even if casuals only work 4 hours a week, to the world out there they are representing your store. The way in which they do it leaves an impression on all the customers they come into contact with. So make sure it’s a memorable and worthwhile impression. One that gets them to return again and again.
Hire for a great attitude, then make sure you teach all the skills required and then encourage the sale with an extra bit of oomph – which will obviously depend on the kind of business you have. But never, ever think this all comes naturally to a stranger off the street. It doesn’t. It is taught and enforced. Every time. Every day.
Kitch or Clever? I’d say original. Have you ever seen a store front utilizing a 3-D approach to their windows OUTSIDE the store?Yes, they used plastic plants and birds nests to create the outdoor feel, which is certainly a different alternative to posters in the window. We often see beautifully designed areas with mannequins and props inside the windows, crafted to depict a theme or story.But having it outside, in order to create a more realistic effect, is definitely more impactful than most posters will ever be.
Well done to this Joburg pet store for its original approach to catching the passing traffic in the mall.Hopefully a stray cat won’t get too carried away…
Theresa Styles is the founder of Scoop Design and Advertising in Durbanville, Cape Town, South Africa. 20 Years' experience in the advertising industry, as designer, creative director and business director have instilled a deep understanding of the industry as a whole and an extreme passion for retail in particular. Any free time is spent with family and fellow adventure sports fans.
If you would like more information on the details of this posting, or if you would like to exchange information on any retail matters, please feel free to contact me on 083 271 2563 or at scoopstudio@mweb.co.za
