Retail Excellence

LOVE SELLS

How can I differentiate myself from other retailers who may sell similar or even the exact same product? How can I turn browsing into a shopping experience? What elevates items from mere products to something 'priceless'?

These are common questions storeowners ask me all the time. So when Tania Cerantola of Metropolis at Metrotown requested assistance for one of their tenants, I saw an opportunity to demonstrate how a retailer can show all of the above through their displays. Tania saw the potential in Big Dog Little Dog Bakery's products and wanted a display that promoted product appeal but also impacted the store's performance. This meant creating a display that bonds the products to customers while at the same time stir emotions within the viewer.

The first step in creating this display was to find out whom the target customers are and what message needed to be conveyed. Since customers rarely bought products for reasons of the product itself, providing them with a compelling reason to purchase the products is imperative. It is through the process of creating an emotional attachment with viewers and providing customers with a reason to buy that results in enhancing the product's perceived value. This is needed to not only attract attention, but also propel the customers to purchase the product.

The store's products were classified under three distinct stories and the message that needed to be conveyed:

Pampered Pooches allow the customer to gratify their love for their pets through fun accessories that catered to both the owners and their pet's whims.
Dog/Cat Lovers offer products that enable customers to show how much they love their pets by reflecting this on their clothing, fashion and home accessories.
Fresh Baked Goods are mini indulgences that let devoted pet lovers treat their dogs with homemade gourmet food items.

There is a wide range of plush toys in the store's selection, and this allowed for the creation of near 'real life' scenes depicting the three product categories in use. It is through these 'real life' situations that tug at the heart of the viewer. It also allowed customers to imagine the product in use within their own environment and thus create a desire to bring this 'emotional' experience home with them.

The results show how successful these displays were. The original displays lasted only a few days; therefore it necessitated immediate replacement of the display. However, aren't sales the real purpose of the display to begin with?