Expert advice – How to perfect a window display

 

‘Windows of Opportunity’

New Season Collection

 

 

‘Always remember who your customer is when you are on way up, because you might meet the same customer on the way down’.

 

It’s a New Year and as the tail end of the Sales continue, it’s time to think about New Season collections, we all know it is difficult when you are still sitting on endless units of fragmented stock – but it is time now to take down those big sale signs in the window and prep for 2005.

 

The High street at the moment is a wash with retailers with further discount posters in the windows, and as we all know Sale is not profit, so make your store and window promotions stand apart and promote this seasons fresh new products, this can be a fantastic time of year for the Independents as they can react faster to what the customer is wanting unlike the multiples, use this time for your fresh exciting window display to really work for you as a key selling tool.

 

First step is not to promote a New Collection in your window until you have removed and moved back old sale stock to either a back wall or a permanent sale display rail.

 

The Window and the first 10-12 feet into the store is for the New Collection only and a central display can be created to promote this, you need to re-merchandise the shop floor to accommodate the new range, create a plan of action.

 

Do not be tempted to put out New Season stock as soon as it arrives, this will only fragment the collection and loose the impact in-store, wait until you have the whole range.  Always speak to the agent/rep for the brand around New Collection POS/marketing many will be happy to distribute this to you, as this really supports the image of the brand.

 

Finally make sure all your Sales staff are wearing the New Season Collection and are excited about the new products, after all they are your main selling tool.

                                    

 

 

 

Paula Arkell M.A Retail Consultant