When it comes to Christmas festivities and sales, retailers are placed in a difficult position. If decorations and products are placed into a store too early, they are likely to be criticised by already exhausted customers. Then, should they be left concealed until nearer to the end of the year, potential sales will be missed as shoppers turn to other outlets for their festive purchases. There is no answer that will either work for all retailers or for each of their customers. Different dates work for different stores.
While this blog might not set out to encourage retailers to begin selling their Christmas card selection on any date as early July, it is seeking to discuss the advantages of preparedness on the festive front, as well as why it is often beneficial for such seasonal considerations to be made early.
Planning Ahead
Your store’s layout and design have a certain amount of flexibility. For those with modular shop shelving assets, such as slatwall panels, there is often a great deal of manoeuvrability that can be achieved, with products having vertical potential. Having a retail environment that can be flexible in this way is especially valuable during periods of changeable custom. As custom increases, space can be created. As custom decreases, space can be utilised.
If your store is not already equipped with flexible retail furniture and shop shelving design, then it will offer customers the same shopping experience at all times, whether during quiet early hours or during busy December sales. Such inflexible design is disadvantageous for customers and, as a result, retailers. In preparation for the Christmas bustle, we recommend considering your store design and its potential for adaptation.
Secure Storage
Empty shelves are bittersweet for retailers. It is wonderful that products have seen such great demand but simultaneously problematic that such demand was underestimated. The empty shelf scenario can be especially problematic during the festive season. Not only does it limit the number of sales but it also looks far less appealing to customers than fully-stocked retail shelves. And, since Christmas is a great opportunity to showcase your store to new and old customers alike, retailers will likely want to ensure their presentability year-round.
One useful asset that better enables stores to minimise empty shelves is improved storage, enabling retailers the ability to better stock items and, for storage that is integrated into shop shelving, access them at short notice. Storage also plays a vital role during the festive period as it accommodates the greater amount of stock and display material that the season requires. It also gives retailers the opportunity to better handle customer reservations and online orders, should they require.
Crown Display
We have years of experience supporting retailers with their seasonal footfall, ensuring that they are equipped with the most appropriate and supportive retail furniture, whether that might be high-quality furnishings or custom-designed retail furniture. If you would like to talk to us about your retail furniture needs or to seek a no-obligation quote, please contact a member of our team by calling 0800 587 5880.
