Change windows frequently and ensure that you give shoppers a reason to come back. That was the advice given by Gary Temprell, retail director at The White Company and Beverley Aspinall, managing director of Fortnum & Mason at the Retail Week Conference.
Temprell admitted that working with a product range that features only variations on white was difficult, but said that changing windows “every three to four weeks” remained the principal way of generating in-store excitement.
He added that The White Company seeks to localise its offer, taking a general theme and then making it applicable to a specific location.
This is done by using an “event table” at the front of the store that is changed very fortnight, he said: “It’s about small tweaks, rather than changing themes totally.”
Aspinall stressed that window themes should be taken across the in-store landscape. She said that in the face of competition from the internet, creating a sense of occasion and excitement for shoppers was “more important today than it has ever been.”
She added: “It’s no longer enough to choose a single colour, put it in the windows and then hope that the shoppers will come.” Both speakers were adamant that visual merchandising was at the heart of maintaining shopper footfall.
Full coverage of Retail Week Conference
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