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On the Level with Neville: August/September 2010
Decking Your Store |
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Written by Neville MacKay
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Before you know it, it will be here. The holiday music is blaring
throughout the malls and we’re hearing late-night infomercials for the
Clapper! I guess it’s time to dig out the Christmas goodies and get
some display work done. There’s new stock in storage, beautiful things
arriving almost daily, and don’t forget the crap in boxes out back from
1984 still waiting to make a reappearance.
Before you know it, it will be here. The holiday music is blaring throughout the malls and we’re hearing late-night infomercials for the Clapper! I guess it’s time to dig out the Christmas goodies and get some display work done. There’s new stock in storage, beautiful things arriving almost daily, and don’t forget the crap in boxes out back from 1984 still waiting to make a reappearance.
Where do you start? Well, first thing, my darlings, you must figure out what you actually have, the colours and product you want to focus on this holiday season (or need to, depending on what you bought on sale!) and where you’ll put all the other non-seasonal merchandise in the meantime. Of course, just when you get everything out and ready to go, a floral emergency pops up; the funeral home will call or that last-minute bride’s water will break, so you have to stop everything and run, Forrest, RUN! That’s why when it comes to a holiday as big as Christmas (and one with as many sales opportunities) a plan is important . . . as is Tylenol.
We at My Mother’s Bloomers don’t necessarily make this transformation a big overnight KAPOW so it looks like Santa himself swooped in and whirled about in the night, but more of what we put out is done transitionally. This way, we not only get product out earlier, but by combining it with other less seasonal merchandise, we get more opportunity to sell both. By combining some of the seasonal product (like those lovely brushed copper and gold containers you loaded up on!) with your fresh or permanent autumn blossoms, it will not only bring more sales, but will add value as you tell folks they can use the containers afterwards to fill with that dreadful homemade “nuts and bolts” for the office party!
Think about how to stop people in their tracks and get them into your store, and that will determine what you’ll put in your front window. Remember, there are hundreds of visuals out there vying for attention, so yours has to be a standout. We use a lot of bright colours, crystals and metallic in our windows, creating a look without cramming a little of everything we have for sale in there. We also use a lot of lights (emphasis on a lot). In your store, create several areas that will invite people to stop and browse, and try placing a mirror in a corner (really, this works to stop people . . . no-one will go past a mirror without taking a look at themselves, right Susan?). Create little vignettes, showing not only the product for sale, but also complementary gifts and flowers, as well as functionality. To do this you can make an arrangement, put together a gift basket or at least take some things out of their packages.
Finding holiday trends isn’t that difficult anymore. All you need is the Internet, a subscription to some home décor and floral magazines, and maybe the opportunity to go to some of the many floral design shows offered around the country. I mean, really, there’s no excuse these days if you’re not up on the latest trends, so look at the Canadian Florist website and magazine, check out the cool videos on the Oasis Ideas channel on YouTube, and peruse the latest catalogues from your suppliers! Honestly, looking at the Sears Christmas Wish Book was pretty much all we had back in the day for folks to keep up with the latest and greatest (those party lines were buzzing when that arrived), so today we’ve got it made! Don’t forget also that your customers can read and go on the Internet too, so don’t underestimate what they know. There are many trends and ideas in this issue of CF, so flip back a few pages and make sure you give it a read!
My trend picks for this year include upgrading from the traditional colours with cherry red, lime green and brushed metallics, adding impact to designs with fresh fruit and veggies hit with paint or banded with flat wire, and offering candles, which are bigger this year than ever, especially if you add some decoration to them, such as a few pins, a pattern made with wire or some other upgrade to set you apart. I think that we all have to really work at making this holiday season one that will make people talk about our shops in a positive and exciting way. Deck your halls, hang the holly, and if nothing else, don’t forget the gay apparel! Ho! Ho! Ho!
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