Monday, 16 December 2013

Selling lessons from Peter Jones Window Display Sloane square London 2013

Selling lessons from central Lonodn Christmas 2014
Whether you sell in a shop or work exhibition stands , 'do' sales road shows then you owe it to yourself to read this post.

We can all learn from the skills of  the professional window dressers from the flagship London stores.

 Your  display whether it be a shop window or exhibition stand, if used effectively, can

  • attract new clients to you,
  • enhance the image/brand of your business,
  • create customer loyalty,
  • promote certain lines of products/services
  • be a major 'lever' to increase your sales.
Reindeer from vacuum cleaner 
components Peter Jones , Sloane Square, London windows

 Are window shoppers really just “Just looking “ or "threatening to Buy" ?

Some USA research states that as much as 50% of all purchase decisions are made on impulse.

 Just consider  for moment the implications of that statistic - half of all decisions to buy are made when the consumer is out shopping and browsing.

When people are 'just looking' at your window there is, a sales opportunity to influence whether they purchase from you or from someone else.

 When you get them to cross your threshold, that's where the game begins - using the power of displays, signage, movement, interactivity, lighting and colour you can really increase your sales.

Dip into this group of  posts and try out a few of the ideas and come back for more later

 What would you like to achieve? Set your objectives

 You may find it helpful to make a list of the objectives you hope to achieve with your  display.

 Give yourself enough time

Your display is an incredibly important tool for growing your sales. You need to allow sufficient time to plan it properly. Set aside a specific time in your diary to think the whole display through thoroughly and make your plans.

 Who else can help you?

Who else do you need to involve in this planning process? Who else would have really good ideas? Picking "other people’s brains" is a well-known key to success.

Towel turkeys at Peter Jones Window display

 Harvest your client’s viewpoint

from  outside of your display and take a long hard look at it from a client's perspective.

Is it
  • well laid out?
  • well lit?
  • inviting?
  • attractive?
  • Would it entice you want to go inside / cross the threshold?

 Ask one or more of your clients to join you and find out what they really think.

Ask them how they think the display could be improved.

Do you have a Budget for your display ?

Make sure you allocate sufficient monies to achieve what you want. 

"Variety is the very spice of life..."  
Change it regularly

Think for a moment- suppose you are walking down the street – a street you walk down every day, past that same row of shops. Do you notice what is in the windows? Suddenly something attracts your attention and prompts you to enter the shop.

 What has made the difference? Probably, something has changed.

Polar bear made from laptops and cables from the 2013 Windows 
of Peter Jones in Sloane Street , London
Something caught your eye that is different from yesterday and it is this change, even if it were quite small, that attracted you. 

It is what has caught your attention and caused you to take action. 

However, if there had been no change, you probably would have walked right on by.

To catch the attention of your customers or prospective customers you must change your  windows / displays regularly. 

The change does not have to be major or expensive - even small changes are better than no changes. So decide to change something on a regular basis. Put a regular date in your calendar or agenda and take some action.

Add lighting

Spot lighting could be the one key factor in helping you to increase sales
Merely adding lighting can more than double your sales.
Coffee machine Penguins
 at Peter Jones Window displays
The reason is that lighting attracts the eye and draws attention to the display. Since 50% of all purchases are made on impulse then that must be your primary aim.

A poorly lit display will seriously spoil all the hard work you have done in creating the display in the first place.

Consider the effect you want from your lighting - the  overall level of light, highlighting specific objects or areas of the display etc.
 Remember also to consider colour and movement.

 Movement attracts

Studies by POPAI (Point of Purchase and Advertising Institute) have shown that displays with motion can increase sales by up to 317%

 Nothing attracts more attention to a display than movement. There are many ways of achieving this, such as: animated figures, props or mannequins, items on turntables, moving signs, scrolling banners, lights moving or changing colour, computer displays or video projection.


Voucher Point Station at Hammersmith 
Broadway Arcade December 2013.
 Touching the screen issues  voucher
 for local stores in the arcade.
You may wish to allow your clients to interact with your display . This is guaranteed to catch and hold their attention. Movement detectors that will detect when anyone passes near the window to touch-sensitive systems there are many methods.

A creative display in Peter Jones,
Sloane Square London Window using cutlery

Related Links

Selling lessons from central London stores and displays Christmas 2014

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