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29.11.2018

How to prepare a shop for Christmas?

Seasonal occasions and holidays are a great moment to prepare a new store decoration that will attract new customers and provide them with unique experiences. Christmas season is a special occasion when we can create a little bit of magic for our customers.

Here are four key elements that you should consider when preparing a Christmas decoration. Their influence on the customer experience can’t be overestimated.

Lighting

Thanks to lighting, our store can gain a lot of new energy. It is worth remembering about the proper lights in the shop window as it is the best place to evoke holiday associations among customers. One of the universal rules that apply also during the holiday season is that the shop window should be illuminated more intensely than the other parts of the store.

Colors

It is worth to remember about introducing the color accents suited to the current season. Just as pastel colors will work in spring, red and green will look natural in summer, it’s hard to imagine a holiday season without even a little bit of white.

Props

We do not necessarily have to install a huge Christmas tree or Saint Clause figure. We can also provide Christmas accents in a more subtle way, for example by dressing our mannequins with Santa Claus hats. Also, the staff can be equipped with the appropriate accessories, for example, headgear, special vests, brooches or even a specially designed attire for this occasion.

Signage

Many retailers forget about this element, while research shows that shop signs are one of the most effective promotional tools in trade. According to POPAI (The Global Association for Marketing-at-Retail), various forms of advertising at point of sale affect  53-60 percent purchase decision. The plates at the ends of the alleys and at the cash register can be a great carrier of information about our Christmas offer.

It’s worth to put a little bit of yourself to the Christmas decoration. If we show what is important to us, it will certainly work for customers with similar likes and preferences. However, we should not overdo it in this respect, because too personal decoration can offend our clients who do not share our point of view. It is worth referring to the emotions of the customer, because our shopping during the Christmas season, rather than in other periods of the year, is governed by emotions. Adult customers behave a bit like children and make a choice often on impulse. That is why it is worth putting in a lot of effort to prepare Christmas decoration so that our store will become the target of their pre-holiday pilgrimages. The cost of preparing an unscientific and ingenious shop decoration will certainly pay us back in full.

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ERGO STORE SP. Z O.O. SP.K.
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