A picture is worth a thousand words? Surely, for the marketer it is worth more.
Holiday window displays are a long held tradition intensified by some of the most famous among them from retailers including Holt Renfrew and Hudson’s Bay in Canada and Macy’s in the U.S.
Today holiday display windows take on a different spin. We’re seeing many retailers throwing away once tried and true techniques in favour of using innovative customer engagement methods to spread the word about their brand and get customers through the doors.
Here are some methods you can use to start the merry buzz about your retail business.
Turn your customers into brand ambassadors. Word of mouth is powerful – encourage your customers to drive conversation about your brand online.
Holt Renfrew provides a good example of how you can get customers to do the leg work for you. After taking a photo on a ski chair lift in the retailer’s Northern Noel display, customers can participate in a contest, by submitting their photos through sharing them on Twitter, Instagram or Facebook using the hashtag #MyNorthernNoel and tagging @HoltRenfrew and @SamsungCanada.
This strategy emphasizes that while getting your customers to share your content online you can successfully generate third party endorsements.
Make your customers the centre of attention. In a world where the term ‘selfie,’ (self-portrait) has made it into the Oxford Dictionary – it might be safe to say that the majority of consumers enjoy the spotlight. According to www.luxurydaily.com one of the Canadian retailers capitalizing on this notion, is Hudson’s Bay, whose interactive holiday display windows allow passersby the chance to take a photo which is superimposed on the retailer’s holiday scene.
To get the photo, customers need to walk into the store, where they will be, of course, further exposed to Hudson’s Bay variety of products and promotions. This technique can create continued sales from both new and current customers.
Leverage technology. Technology has the power to create real excitement. The Macy’s holiday display at Herald Square in New York City seems to be doing just that. While telling the story of one boy at Christmas, the interactive display has passersby simply move their hand to create snow within the window. The incorporation of technology in a fun way, can get people talking about your brand.