How to Utilize the Many Seasons of Retail

The seasons change, and with each change comes new merchandise whether you sell groceries, apparel, sporting goods or jewelry. For retailers, there are actually far more than the four “seasons” most people think about. You don’t need all-new store fixtures to show off each new season. Creatively using your existing store fixtures can attract renewed customer interest as you move from one season to the next. Simply reorganize, use props and decorations.

Think color and movement.

Each season, whether it’s a calendar change or a popular holiday, comes with its own recognizable colors. Typically, each season also offers thematic visuals – spring flowers, footballs and Thanksgiving for fall, winter snowflakes, hearts for Valentine’s Day (or February Healthy Heart Month). For fall, you can also decorate with leaves or if you prefer use one big leaf.

Merchandise should always be the focus of your display, but you can set the stage with coordinated visual marketing. It can be fun and whimsical, big or subtle, depending on what you sell, and to whom.

• Start with windows but use your theme to transition shoppers into the store and highlight certain merchandise or impulse items.
• Move outgoing merchandise farther back so you can feature your newest additions up front.
• Shift store fixtures around. Creating a slightly different “shopping path” means even your most devoted regular customers will have to cruise past items they wouldn’t normally see.
• Use season-specific props to give your store fixtures a new look, or cover the surfaces with seasonal motifs, so they complement and enhance your merchandise but always in a supporting role.
• Create a digital merchandising “POD.”
• Change your signage, using seasonally thematic colors or motifs, but keep them bold and simple to provide can’t miss messages for shoppers.

Tiny space? Focus on the use of color, and do just one feature display in a seasonal theme.

If you’re still new to merchandising or want a good refresher about how to lay out your store fixtures, here’s a good article with good photo examples.

Think in terms of all the senses.

Not just colors and shapes, but smells and tastes. If you’re lucky enough to carry aromatic merchandise, make sure seasonally appropriate testers are prominently displayed. Scented candles (unlit, of course), potpourri or a pot of fragrant tea or hot apple cider can make any store feel warm and cozy. Use one of your store fixtures to offer small food samples.

Seasons transition gradually, so you can, too.

If you have the luxury of multiple windows, endcaps or featured merchandise areas, you don’t necessarily have to switch them all from one season to another overnight. Mother Nature doesn’t do that. Since you want to create an ongoing sense of mystery and excitement and newness with shoppers anyway, why not make your seasonal transition a few at a time? Do a half-and-half window or change over one window or in-store display at a time.

Think like your customer as you consider how to transition your store fixtures from one season to the next. Let some of your fixtures show off the depth of a new product line, and use others to cross-sell related products together. Portable store fixtures offer extra versatility for changing groupings or displaying different thematic presentations.

Also consider custom-manufactured fixtures with seasonally updateable graphic areas. An industry expert can explain how unique-to-your-store fixtures and merchandising displays with replaceable graphics make it easy and distinctive to transition through the change of seasons.

Palmer Retail Solutions strives to offer our clients the absolute best combination of innovation, quality, service, and value for our diversified custom store fixtures and merchandising displays. For more information about our designs, retail fixtures, cash wraps, kiosks, or point of purchase displays, visit our website at: http://www.palmerretailsolutions.com.