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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