Mak­ing SALE a Big Deal!

VM&RD - - COLUMN - Over­lay Sale Win­dows. Com­plete Sale Win­dow Com­plete Sale Win­dows Com­plete

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

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