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Tis the season to plan for Christmas - 5 things you should know about Christmas POS installations
The summer holidays are in full swing as many people take a well-earned break from work and head off on holiday with their families.
In the retail world, the summer isn’t just an opportunity to catch up on our workloads or have a clear out. Shoppers and holidaymakers are out in force and it can’t afford to slow down.
On the shop floor, customers can already see Back to School and autumn campaigns running across many retail sectors but retailers always have to stay more than one step ahead of the game. In fact, many UK retailers spend the summer months planning for our favourite time of year – Christmas.
The instore experience presented to customers at Christmas is the most important to get right and is often the cornerstone of a retailers calendar. It really can make or break a retailer’s year.
Here are our top tips for making your festive installation fly in 2017:
1. Christmas is much more than Back Friday so don’t eat all your mince pies in one sitting! Last year, Black Friday became a week-long sales bonanza and it’s expected to dominate the season again in 2017. For some retailers, it is still the focus of their entire Christmas campaign. However, the industry is skeptical as to whether it really benefits them in the long run, particularly in the current climate of rising costs and squeezed margins. Some retailers, such as Asda, Next and Ikea, have already started to opt out of the chaotic seasonal craze.
2. People go shopping for a pleasurable experience that they can’t get shopping online so take advantage of your retail estate to build long-term relationships with your customers. Your bricks and mortar stores have a real opportunity to connect with your customers on a much deeper level which has longer term value.
Building a community of your customers is a growing trend and a great way to build an affinity with your customers on a day-to-day basis. Consider how you could use your retail space for your community as more than just a place for them to shop. How about providing a space where they can hear speakers, have demonstrations, enjoy some respite from the Christmas chaos? Consider what experiences you can provide to your customers this Christmas.
3. Create a festive window display to make your shops the talk of the town. In the modern world of POS, displays that are visible outside of a store are just as important as those within them – and what could be more festive than a seasonal window display? Of course, with any window display the idea is to draw customers inside, and every year Christmas displays become increasingly elaborate and enticing.
4. More and more stores are using technology to improve their service and Christmas is no exception. The best in-store tech isn’t there for the sake of it. It is there to solve a particular problem or to enhance the customer experience. Consider how you can make Christmas shopping easier and more enjoyable for your customers. How about a mobile app to reduce queueing times or in-store tech that enables you to order and collect and even see other items to complement your order. You could even use technology to allow customers to try products out or even order a drink while they shop. With the technology that is now available, you could make your stores a real talking point this Christmas.
5. At Christmas, it’s important that your customer’s shopping experience is seamless so make sure you use a reliable and experienced POP and POS installation team for your Christmas campaign planning. The last thing retailers want at their busiest time of year is to prevent any opportunities for their customers to snap up their Christmas presents. For a large retail estate, with multiple stores, this poses a real challenge. Brand consistency and compliance must be maintained throughout the planning process, and across the entire estate, in order to have the maximum impact on your customers.
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