As I’m not a journalist I’m not sure if ‘hold the front
page’ is ever said! I’ve probably been
watching too much TV. Reading the words instantly
conjures up drama and excitement, anticipation of something immensely important
about to happen.
Front pages are no different to shop windows. The shop window is the public profile of the
business, an instant impression of what the business is and an invitation to look
inside. The big retailers in cities
around the world realise the importance and pull of their shop windows. Their huge budgets allow them the luxury to
create amazing window displays that tease our senses and tempt us into their
stores but isn’t it even more exciting when you come across independent
retailers competing at the same level on tiny budgets.
Retail bricks and mortar spaces cost money and the better
the location and position on the high street the more it costs the retailer.
The shop window comes at a cost, it’s part of the marketing strategy and should
be given due consideration as to how it’s used. It’s the front page of the
business, it’s a priority, it needs care and attention and it needs to be
relevant to your customers. The shop window is telling customers who you are, what
you do and how good you are. It needs to be attention grabbing and compete for customers
in much the same way that magazines and newspapers do on the racks of shelves
in the newsagents.
If every retailer in town treated their windows like an
editor treats their publication and worked to regular deadlines, monthly,
weekly even daily for some, can you imagine how dynamic the high street would
be. I think retailers could learn a lot
from how magazine editors work. First and foremost is their total understanding
of who their customers are, what they need on the front cover to sell more copy
and always ready to ‘hold the front page’ and change things around if something
comes along at the last minute that’s more exciting and more relevant to their
customers.
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