In Boston, the team at Winston Flowers, including Robert Epstein and Amanda Berger, make it easy for customers to pop in the store and pick up a hostess gift, by having ready-to-go designs for under $30.
Early fall can be a tricky territory for retailers who want to spruce up their showroom and convert browsers into buyers: Labor Day has come and gone but it feels too early (and in much of the country, too hot) to pull out jack-o-lanterns, skeletons and cobwebs.
Still, when it comes to visual merchandising, it’s important to keep things new year-round, not just around holidays, writes Jagg Xaxx of the marketing firm StudioD.
” maintain an element of novelty,” he explained in The Chronicle of Small Business. “Particularly for customers who regularly visit a venue, new products or arrangements will catch their attention. Even if a store’s physical layout is changed while offering the same products, many customers will respond with renewed interest… This will increase sales.”
Engaging customers and making sales are a driving force behind the merchandising strategy of David Winston of Winston Flowers in Boston.
“We change our signature color palettes approximately nine times a year, but the actual flower tables themselves change daily and never look the same twice,” Winston said. “This strategy keeps our clientele engaged and builds anticipation to see and experience what is next.”
Another display tip that’s fall-sales friendly? As customers’ calendars fill up, make it easy for them to dash in and grab that hostess gift.
Winston, for instance, sells many exclusive containers and the team works hard to show off those options, by pairing them with the perfect plant and displaying them in an accessible location. One display from last year featured on-trend home décor neutrals in “white, brown, green and earth tones” and was situated within the showroom to make it easy for customers to “touch and feel” the plants and check out the containers.
Get more tips on how to use your displays to increase sales.
