How to jazz up your retail display this Christmas
By Sophie Nutt | 27 November 2019 | Expert Advice, Feature
Never underestimate the power of an eye-catching and enticing seasonal retail display!
Investing in festive decorations is something that has proven to be key in boosting business performance during the Christmas period. Christmas Tree World has revealed that 59% of UK consumers surveyed would spend more money in a leisure venue if the space housed impressive decorations and displays. The research also revealed that notable festive displays would have a similar impact on a customer’s dwell time, with 66% claiming they would spend more time at the venue.
“The research revealed the value of investing in impressive Christmas trees, decorations and displays as we can see it has a direct impact on dwell time and customer spend,” says Stephen Evans, MD at Christmas Tree World. “Spending even a small amount on Christmas decorations that can be used year after year can ultimately boost business performance significantly.
“If every customer spent more every time they visited a leisure venue throughout the Christmas season, it will have a serious impact on the business’ bottom line – this is not to be ignored.”
Not only focusing on the appearance of the display, but also the ease for customers to browse and purchase is paramount to a successful retail area. “We live in a society where everybody is pushed for time and even more so around Christmas so clients will appreciate a one stop shop where they can squeeze in as many of their treatments of Christmas shopping into one appointment,” says Ruth Atkins, Salon System educator. “Make sure your salon is equipped from the very beginning of the journey, and that’s merchandising your window so that as soon as clients step in the door they are considering Christmas gifts.”
“Retailing needs to be appealable to clients, so make it easy for clients to browse your stock at their leisure and make sure that your retail area features beautiful promotional point-of-sale material alongside any celebrity endorsements of products that may entice clients to buy,” agree Michael and Helena Linksy, co-directors of Q61 salon. “Make sure your products are on display, gift-wrapped and in their promotional packages – this helps your clients to visualise your products as gifts or stocking fillers, which will make them more likely to purchase.
“Also make sure all your Christmas visual merchandising displays are attractive and easy to navigate; by all means embrace seasonal decorations but keep it tasteful, in keeping with the decor of your salon and on brand. Remember there must always be someone on hand to offer advice and to allow clients to test the products if they wish, too.”
Read more about how to make the most of your retail offerings this Christmas in the November issue of the magazine!