As seasons change, so do customer preferences and activities. Retailers see these differences firsthand, acknowledging the shifts in demand and accommodating to them accordingly. In addition to varying weather conditions, those that affect the levels of daily customer traffic, annual holidays also lead to busier periods, with almost every retailer recognising the festive season as their potentially busiest time of year.
There are, of course, certain retail industries that must pay extremely close attention to the season changes, such as garden stores and clothing brands, since their respective products must directly correlate with the climate and time of year. Then, beyond offered products, successful retailers also accommodate their shop spaces to seasonality, ensuring that their high street venue remains comfortable to browse all year round.
Shop Visuals
Aesthetics play an important role in the customer experience, which is why most take steps to adapt their window displays regularly, decorating them according to seasonal factors.Aesthetics play an important role in the customer experience, which is why most take steps to adapt their window displays regularly, decorating them according to seasonal factors. Retailers can generally agree that a dark and warm interior design might be a hindrance during the heat of summer just as, in the same way, a bright and spacious shop layout can be detrimental in winter, since both create less comfortable atmospheres for shoppers. While this is not to say that retailers should entirely redesign their shop interiors four times a year, it does highlight the potential impact of aesthetics and why they should be considered.
Browsing Space
Retailers will, at various times of the year and even week to week, see a varying level of footfall. In certain circumstances, such as the festive period, customer traffic can be extremely high. For shoppers, this can be potentially uncomfortable because shop spaces seldom adapt to the change in custom.
Browsing should always be comfortable and retailers can benefit from creating adaptable spaces, those that can be simply and efficiently adjusted to meet the needs of busier and quieter periods. Modular shelving and furniture solutions, such as slatwall panels and gondola bays, are continuously celebrated for this very reason.
Safety First
There are a number of safety elements that must be considered during seasonal shifts too. If weather patterns are predicted to bring significant rain or snowfall, then shop spaces must prepare to deal with the issue. Entranceways can quickly become sodden with moisture not only making an unsightly first impression but also causing a potential slip hazard.
Shop floor pads and mats can be suitable investments in this scenario, as can storage containers for umbrellas or hooks for coats, preventing potential slip hazards. Additionally, when the weather changes, these assets can easily be stored elsewhere.
Product Placement
As products are rotated, such as the fashion retailer’s summer swimwear for winter coats, a different demand is placed on their retail furniture and shelving. Products may require different colour display options or a different capacity.
By adapting retail furniture, shop spaces can not only better accommodate different products each season but also complement them accordingly, making a greater impression with styles that suit the varying aesthetics of seasonal products.
