And often, what we see is inspiring! The creativity and resourcefulness of merchants is a major part of the magic of retailing. We enjoy sharing examples of creativity in one segment to retailers in other segments.
For instance, consider the cleverly multi-faceted way one retailer, in this case Nordstrom, is approaching Mothers Day.
Here's the message Nordstrom has on these windows:
"Here's How to Wow Your Mom.
Download our app, scan the barcode on the window display of the item you want, and order by May 1 for delivery by Mothers Day."
In our view - (Note: We're just speculating; we've not discussed this with anyone at Nordstrom) - the Mothers Day merchandise Nordstrom will sell through these windows is secondary. We suspect that Nordstrom's #1 priority for this two week time frame is to connect with more of the Millennials.
- This is a powerful prompt for Millennials to download the Nordstrom app. That's the key metric!
- The emphasis is on ease and speed. That's spot on for this group! No need to go into the store. Just make your choice from the window display (or the app itself.) They barely need to slow down while walking by!
- And then there's the reassurance angle. These time-pressed 20 to 35 year olds being targeted are the offspring of Nordstrom's established customer base. (So a Mothers Day gift from Nordstrom is a safe choice. Or, of course, it always can be returned!)
The Benefit for All Other Retailers
But, as clever as we think this is, here's why we are describing it:How might you be able to leverage this kind of thinking in your own stores?
You don't have to have an app, or a full time window display department. Just some inspiration, and a good idea of who you want to reach.Then, 3 basic steps:
- reach them, connect with them on their terms
- make shopping easier for your desired customers
- reassure them that they're making the right choice
