(No Ratings Yet)
Loading ...I was speaking at the Marriott Disneyland resort Saturday and I walked past the gift shop several times over a couple days, like most visitors. There’s not much to look at in the corridor due to a good design that focuses your attention to either of two windows.
In the window on the left was a sign Brighton and several handbags nicely laid out. In the back a few yellow flowers to add interest. After the first time I saw it, my interest waned because I’d “seen it.”
What struck me was that it didn’t change while I was there. What a missed opportunity in a resort with nearly 4000 rooms, near Disneyland and across from the Convention Center!
You want to grow sales and you have windows? Change them like you do your socks or underwear.
I learned this from a swimwear shop at the Hilton Hawaiian Village many years ago. Every day they got there about an hour before the store opened and completely changed the merchandise in the window. Not the whole display mind you – that would take hours if not days.
What that did was capture everyone who passed by – and there were thousands – attention because we always saw something different. I imagine they could showcase their entire store within a month.
This is one of the easiest things to do with most gift shops, apparel shops and even bookstores in high traffic locations like downtowns, busy malls and resorts yet it is the least utilized.
Don’t put your windows on “set and forget.” Instead, create a look for the window with an eye to how you can rotate your coordinated merchandise through the week.
This approach is not for everyone but if you’re looking for more customers, we’re often walking right past thinking, “seen it.” Stop us and grow profits.
Want more ideas for how to compete?
