Making SALE a Big Deal!
In a competitive market retailers and brands are constantly trying to increase their topline with offerings, promotions and store experience strategies. SALE is a time tested strategy to attract footfalls and increase conversions with well communicated compelling offers. Stores and brands use different communicate strategies in their SALE windows – some a no fuss message to create awareness and a very few others opportunistically transforming them into Brand Billboards.
SALE ! SALE ! SALE ! Scream the news papers and store windows in the market place which are working on grabbing the attention and enticing shoppers with irresistible deals . It's often human to be unable to resist a great deal and Retailers and Brands have taken full advantage of this right from when discount retailing came into existence in the 1950s. Deals often change 'wants' into 'needs' and retailers use this as a panacea to most topline challenges. Nielsen's recent Shopper Trend Study reveals that 30% shoppers change store and brand based on promotions offered. Also, 54% of brand or store loyal shoppers are active deal seekers. Markdown Sales are either a planned seasonal event or a tactical call to address specific stock issues. For each, the tone and effort of the sale is different. I prefer calling them- and
In the former, SALE is the primary single message in the window and in the latter it's a secondary communication message added onto to the window communication promoting a featured offering. It is commonly thought that a mere well placed loud SALE message is all that is adequate to communicate a sale! I beg to differ………..I think its another great opportunity for the the brand to 'touch' the customer and influence brand perception and experience and make a big deal about a sale. Let's check out some diverse interpretations of SALE window concepts that have caught my camera eye when hunting for deals in various market places. Mango, one of the world's top international fashion brands, features an innovative
in its store at the Mall of Emirate in Dubai. The dramatic effect of fashion mannequins 'bagged' in a larger than life bag is achieved by integrating display and communication. The simple design twist helps the brand stand out and position it as being fashionably differentiated! Sister brands from the Benetton Group, fashionable Sisley and casual United Colors of Benetton, feature interesting
with a setting of mannequins, Props and Signage. This helps grab attention and communicate that the stores are on sale. However, seen together I wonder why both the Sisley and UCB windows look remarkably similar! It would have worked better if the concepts were distinctly differentiated but the design approach does seem to pay off in terms of visibility impact. Shoppers Stop featured arty Complete Sale windows that distinctly stood out above its peers with a unique concept that fashionably communicated SALE. The display integrated
The simple design add-on helped the brand to stand out in the visual melee of sale signage in the mall and show the brand as being fashionably differentiated