Getting hitched to plastic is not to be taken lightly

“Get the card, get the fashion.” “Enjoy our famous cash prices on credit.” “Like it? Charge it? Wear it tonight.” “All the credit you need for yourself, for you family, for fashion, for fun.” “The Credit Card that gives you more of what you want!” “Do more of the things you enjoy and get more of the things you need for much, much less.” “Experience hassle-free shopping.”

The list goes on, but my all-time favourite…

“PLASTIC, YOUR SHOPPING PARTNER FOR LIFE”

“I take plastic to be my beloved shopping partner. To have and to purchase. To love and to cherish. In sales and in full price. For better outfits and wicked wardrobes. Till shopping hours do us part. GET HITCHED TO PLASTIC.”

Credit Application Forms are such functional store/customer documents, which need to be completed in order to discover your “fashion freedom”. All kinds of offers and promises are made, so customers can take one and apply in-store.

They are designed by agencies and studios to fit in with the store identity and brand personality. I myself have designed a couple over the years, but today the most interesting and original application form I collected is larger than the standard DL size leaflet, brighter than the mostly black and grey forms, printed on a ‘matt ‘ stock instead of the standard ‘gloss’ and was filled with ‘kitchly’ interesting images and the message mentioned above.

It is definitely the leader of the pack, when placed alongside all the other application forms. I don’t think it makes a difference in the larger scheme of things, because customers don’t apply for credit because of the design of application forms. I just liked the different approach to mostly dull application forms. It just goes to show that no element should be regarded as a mere formality, but that one can go the extra mile to ensure every element reflects your personality and brand attributes. Indeed, fun can still be had on every element, to ensure the store’s image and strengths are carried throughout the entire retail experience.

The long and the short of effective branding

I discovered a store last week, which I’ve never seen in my local mall before. I am by no means the target market for this store, but could easily have purchased an item or two, because of the way I was drawn into that retail experience.

The merchandise is an alternative to the clothing that can be traditionally found in high-volume retail environments. It’s different! But as I’ve said, it was not the merchandise that drew me into the store, but rather the graphics and props. From the signage outside, to the ‘old world’ street lamps, the wallpaper that covered the entire wall space, to the little flowers at the end of each clothing rail – it was an all-round fresh and surprisingly different experience. A very distinctive experience you wouldn’t easily forget.

I have since been to another one of these stores and it was nice to see that the alternate look and feel were carried through to the other location as well, to ensure the experience remains identical in both locations – great for strengthening their presence as a brand, even though there are only 3 stores in the Western Cape. Hopefully they’ll be able to add more in future, so more people get to enjoy their fresh new world.

In short, the store was different, interesting and fun to go into, which makes it my favourite store of the week.

Don’t hush the rush!

I ended off a very busy day yesterday by reading a booklet called Slow Down Therapy which offers thirty-five concrete ideas for helping you rediscover something you already possess: time! I enjoyed most of the ideas, such as “Allow yourself time to be lazy and unproductive. Rest isn’t a luxury, it’s a necessity”. Lazy and unproductive? I chuckled to myself, but deep down I know it to be true.

“Join the hush hour” was the line on a window poster I saw this past weekend. It was the window of a store we know is filled with products made from wonderful natural ingredients gathered from all four corners of the globe, which are bursting with effective ingredients to enhance our natural beauty and help us relax to no end.

Yet, when you think of rush hour, you shudder... The noise, the frustration, the time wasted and pure exhaustion sets in. But when I read the words ‘Hush Hour’ I had to smile. It’s clever because of what the store offers us in general!

What it didn’t tell us, however, is that this store is running a promotion, which I only found out about after logging onto the website to find out what ‘Join the Hush Hour’ meant. Would you believe they have an offer of 30% off all wellness products and more – and failed to mention it in their window?!

It’s vitally important to realize that store windows are the best available media space for any retail store. It’s the one, and probably best, opportunity to capture the attention of all passers-by, especially when you are running a promotion. Windows are like a billboard, but FREE! You own that space, so use it!

Pretty windows and stunning lines do wonders to build the image of your brand, but if you are trying to get feet in-store because you want to move stock, say it like it is! Let the customer know, in that one fleeting moment you have as they pass by, that you are offering them something extra. Something fabulous. Something they really, really need and want! Who knows, they may have never tried your products before, but have your product category on their shopping list? Give them a reason to enter… and buy!

So I think… effective windows in retail, like rest to all of us, is not a luxury, but is a necessity and can make all the difference when running your promotion and eventually building your brand. Now take a deep breath and relax!

For a fresh scoop of retail brilliance

Don’t you sometimes wish there was a gadget which could record your thoughts, so you could sit down to an instant playback of all those brilliant ideas once you got back to the office?

I love to run and, while I’m plodding along, I have my own personal brainstorm session and I seem to come up with hundreds of groundbreaking thoughts all at once. I’m sure the fresh air and the blood pumping through my veins, make it my best time to think.

One of those ideas that I’ve had for a while now is to start a blogspace where I can share interesting and novel thoughts on retail. Anything about retail which I find lacking, wonderful, enjoyable, surprising and effective.

After spending 20 years as a designer/art director in the advertising industry, my favourite times have undoubtedly been whilst working on retail design and advertising. It’s the dimension of advertising I am most passionate about. All things retail. Retail stores, promotions, the windows, the graphics, the shopping bags, the merchandise, the displays, you name it, I’ve done it and loved it.

You only need to take a quick stroll through the nearest mall to appreciate how much is happening in the retail environment…

Now that is exactly what this space is going to be about. I want to share my thoughts on what I see, what I think is great and maybe not so great and combine it with what I have learnt and what I know to work for sure.

This is going to be ‘My Scoop on Retail’ and I hope that you might find what I see interesting, informative and highly enlightening. Happy shopping!