Use Your Displays to Carry You Through the Seasons
Valentine’s Day is quickly approaching and store windows
and indoor displays will be draped in shades of reds and pinks while
the shelves are stocked with hearts and flowers and messages of love.
Well cupid is coming, but when all is said and done it’s only for a day
so why not think about approaching Valentine’s day from a different
angle this year and make it last. Sell the season of new beginnings
rather than one day of love. Start your advertising early so that
your clients can surprise their loved ones before February 14th and
again once it’s over. Sell a package deal that keeps them coming back.
It’s important to think about the products we carry for the season of love. More importantly, we need to make sure that the merchandise can be carried forward to spring. It’s one thing to sell a dozen roses to send a message, but to sell a gift that keeps on giving, well that’s an art. Try selling a beautiful vase that can work both for the roses and can also be used to house a pillar candle and decorative beads. Now you have sold the roses, the vase, the candle and the beads. Perhaps you carry unique containers or beautiful, trendy bags. Try displaying the tote bag as part of your gift presentation. Slip an inexpensive vase and elegant selection of flowers into the bag then add a few extras such as hand creams or other accessories to be used later. The recipient can now benefit from the flowers, the vase and the new tote, not to mention the little extras. By selling the features and benefits of your product you can increase your sales and educate your customers.
Displays are creative visual sales tools that are meant to inspire and educate the customer and it’s a bit hard to see much further than February 14th when everything is draped in red and pink and has been accented by hearts and arrows. Think about the bigger picture and decorate your display foundations in spring colours such as fresh light green accented with shades of pink and perhaps another area focused in orange and accented in red and hot pink. By broadening the base colours of your displays you can carry them through the season without having to do a full overhaul on the 15th of February. By creating spring foundations in your displays you can show how successful your merchandise can carry into the upcoming season, which will instill confidence in your customers’ buying decisions.
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