Monday, 3 November 2014

MAKE THE CHANGE...

Merci, Paris

In this busy, noisy and full on world we live in it’s not surprising that retailers sometimes struggle to get our attention. All retailers have a voice and a visual presence but being listened to, or seen, is an entirely different matter. Which is why it’s so important for retailers to keep refreshing their retail offer, and that’s not just the shop windows but in store too.

I’ve said this many times before, changing the shop window needs to be a regular occurrence and it has to be much more than just changing the merchandise.It’s like the difference between black and white, customers need to see an obvious even dramatic change. You don’t have to be Selfridges to get noticed, any retailer can do this, especially if you’re an independent.

The photo above shows the changing appearance of the red fiat outside Merci in Paris. If you’ve read this blog before you’ll know I’m a super fan of this store. Merci have a strong brand identity and consistent approach to creative direction. Through their collaborations with artists and designers they constantly refresh their visual presence and retail experience without loosing any sense of who they are.

Retailers often ask me how often they should change their shop windows - very, is my usual answer. Think of it from the customers’ point of view. The first time you walk past your favourite shop and see a new window installation you’ll give it lots of attention and maybe even step inside for a peak, after that your interest will get less and less as time goes on. It’s similar to drinking coffee, the first cup of the day is always the best, second cup a  bit less and so on, by the time to get to the fourth or fifth you’re probably looking for something entirely different to drink. The day you change the shop window, or refresh your retail offer in store, is the day when customer interest will be at its strongest, so go on, make the change…

If you want to know more, just ask, 07907 691711 or email. All the best
PETER

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