Mother’s Day Special: last-minute Visual Merchandising strategies to make the most of every occasion or special event… No investment required!
Do you know how to use your shop windows, stands, exhibitors and advertising in place of sale) to attract the attention of your customers in each commercial campaign?
We offer you the definitive guide to take advantage of each commercial campaign, whatever the season, with the minimum investment effort and time.
- The shop window is the first impression of your business. It will be useless for you to adapt the interior and strive as if you were a professional decorator, if the exterior does not show the same dedication. This includes adding the necessary elements to identify the campaign (hearts for Valentine’s Day, reindeer for Christmas, etc.)
- Don’t let your showcases be a simple display of products. Combine the advertising with the artistic whenever possible.
- If your shop window is the entrance to your shopping space, the web is equally important. If it doesn’t take much effort (we’re talking about quick ideas, remember?), decorate your website for the occasion. Remember that 76% of users will buy their gift online.
- Arrange displays so that the first thing the customer sees when they walk in is what you’re most interested in displaying. You can use furniture that you already have, ingenious arrangements of counters or shelves… The options are endless!
- When the campaign involves an expense to a third party (Mother’s Day, Father’s Day, Christmas…) spoil your client with a little detail for themselves. This way, giving is much more satisfying!
- Few elements that allude to the commercial campaign underway? Make them stand out using spotlights, light bulbs and other light tricks.
- Analyze which products in your store naturally complement others (especially if they are seasonal) and offer cross-merchandising or cross-selling.
- If for the new season you have many new products, try not to overcrowd them in the same location, but integrate them with the rest of your assortment. Play with sizes, models, colors, etc. And watch out for hot and cold spots! The ideal would be to take advantage of the busiest area of your point of sale.
- Give them an idea of the finish of the final product. Using Mother’s Day as an example, show how that scarf will look with that matching jacket; design a set of flowers plus a vase and place it in the place you would choose for your own house, etc.
- Allow the customer to know the price without having to ask. If the label is not visible, the customer will most likely leave the product on your site.
- Do not spend a day with the merchandising or assortment designated to another campaign. There’s nothing worse than seeing last season’s decorations hanging from a store window.
- Your store is not just a sample of products; there are elements, such as screens or televisions, that also play a role. Use them as you see fit in each campaign! And the same thing happens with music, use it to set the mood according to your objectives (the clearest example, as you have surely guessed, is the use of soft carols or jazz versions during the Christmas season).
- Spread the news! You may have decorated and adapted your Point of Sale for that special campaign, but if you don’t use all the means at your disposal to spread it, it will be of little use! You can announce your news via mail, with direct advertising, on social networks, etc.
- Promote the use of social networks to spread your news (you can create a hashtag or label, for example, using the terms of the campaign in question.
- What is it that ends up making a client fall in love? A good packaging. Make sure that the packaging, wrapping paper or box in which you present your product is pleasing to the eye.
- Use this sale to secure the next one. If you have won a customer in this campaign, why not use the opportunity to build loyalty? For example, you can use Christmas to offer a discount on gifts for the Three Wise Men; or on Father’s Day to offer special promotions for Mother’s Day.
- Reuse, reuse, reuse! Most commercial campaigns are based on repetitive traditions. What is the point of getting rid of the flowers with which you have decorated your space during Mother’s Day if next year you will use the same again? Will you buy more? It won’t be necessary if you keep what you already have.
- And finally: some holidays or events fall on different days of the week each year; others, like Mother’s Day, always fall on the same day of the week. Take advantage of that advance to organize yourself perfectly!
What do you think of this guide to adapt the Visual Merchandising of your Point of Sale to the commercial campaign in progress? If you liked it, remember to save it for later, comment and share.
Do you have any more ideas? Feel free to add it in comments!
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