Through a special arrangement, presented here for discussion is a summary of a current article from The Retail Doctor blog.
Decorating a store at various seasonal times and holidays goes to the heart of what makes great retailing; it piques a shopper's curiosity to discover what is new.
When new yet familiar elements are introduced to the shopping experience, the energy in the store changes.
We aren't talking big budget here. While Saks and Tiffany's can afford one-of-a-kind window displays and custom elements customers can activate with their phones, decorating isn't about technology; it's about creating a different shopping environment.
Here are the four main elements:
Lights. Adding strings of lights or color adds energy and magic. One of the first things I did when I took over a store was to ring the front windows with miniature white lights. It caught interest, it set us apart from stores on either side, and it brightened up the windows. The more lights throughout your shop, the better.
Pufferbellies, Staunton, VA (Photo: Robbie Lawson)
Colors of the season. Whether it's spring pastels or holiday reds and greens, seasonal colors are temporary. Yes decorating your store does take a bit more work as you can't keep fall leaves up through February, but they do align your store with seasonal celebrations.
Props that are appropriate help tell a story. It is easy to think of props for a national celebration, i.e., a flag around the Fourth of July. While a tree or other large prop might be too much for Christmas, a prop can be as simple as putting Santa hats on mannequins. At the start of baseball season, gloves, bats and balls could be added to those same mannequins.
Signage that speaks to the season. Many merchants either avoid or forget well-conceived signs, but you need them. During the holidays, over a mountain bike with helmet, GoPro and night gear, place a sign that says, "Dad, Be A Hero To Your Daughter." Around the wedding season, a sign saying, "Forget The Tea Towels, Give 'Em An Experience" could sit next to a complete baking system and five at-home chef lessons. Around Mother's Day, a "Make Up For That Broken Window When You Were 8" sign can be posted next to any premium product.
What should you go all out to avoid?
- Cheap paper or any other 99¢ table ornaments;
- A picture of an appropriate holiday decoration instead of the decoration itself;
- Old decorations that are torn, worn, or just plain ugly.
Make your decorated store fresh, make it fun and use more lights than you think you should.