In the first feature of her new visual merchandising series, Hannah Downs from HD Visual Services talks through her top tips for getting ready for Christmas.
With many people looking for gifts at this time of year, here Hannah shares simple ways to get your bike shop ready.
Hi Everybody! I’m so excited to be writing for Bikebiz, thankyou for having me!
I am ready to tell you all about getting your store ready for the gifting season. My five top tips will ensure your stores feel festive, easy to shop and don’t over complicate for your customers, especially at this time of year when a lot of visitors may not be cyclists, and maybe reluctant listeners to their cycling loved ones! My biggest overall message here is Clear, Concise and Confident – Hannah Downs
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Pre-Christmas Set-Up Review & Timing
A great opportunity to look at the store layout and product placement, and have a deep clean. Take the time to consider if your products are in the most convenient place for your gift-shopping customers. Have you got some product out the back that would be a great gift?
Give your store a deep clean and review all displays and walls. What message do you want to give to shoppers? Don’t worry about what time everybody else is getting festive ready, just aim for the end of November, customers will be expecting to see some nods to Christmas before then, some will be happy not to see anything till December.
2. Keep it Simple!
Don’t worry, nobody’s expecting your bike shop to look like your window was merchandised by the team at Harvey Nicks, but they will be looking for gifting inspiration. Pick a colour and a theme, and stick with it throughout the store. Christmas displays shouldn’t be costly – you can recycle decorations from last year; just make sure they all work and are in good condition.
Utilise existing display equipment; you don’t need to go out and spend a fortune. Crates and pallets make a great cost-conscious solution and can be totally Christmas-ed up! Take an opportunity to update your window, the perfect time for kids’ bikes under a tree.
3. Clear, Consistent, Confident Offers
Bamboozling your customers with complicated offers or savings just makes their brains hurt and disengages them. Keep messaging and offers clear, consistent and confident throughout your store. Think about gifting in “big retailers” – it’s nearly always “3 for 2” or a flat % off rate.
If you want to offer some incentives, then make sure it’s really easy for a customer to understand. Keep customers used to what they know, it will give them confidence in you and their experience.
4. Gifts They’ll Love That Shoppers Will Understand
Yes, it would be super cool if every customer were buying the newest, latest, priciest tech for their loved one. The reality is that if you’re not a cyclist, bike retail can make your head hurt. So many things to look at, so little time! Make some smart buying choices now, to help those shoppers: casual wear, socks, caps, beanie hats, cleaning kits, nutrition, multitools, etc.
Gift vouchers should also play a big part in this experience for the customer. These small purchases will ultimately drive your sales, and vouchers guarantee a return trip, and let’s face it, who doesn’t add a few quid when they get a voucher? Everybody wins, especially you!
5. Entry Tables or Offers
Got a table? Get all these items on a table! Use plinths or boxes to create height and make it easy for customers to shop. Loose items? Use some baskets or table-top hangers to make them neat and tidy. This will draw customers (especially new ones) to one place and give them confidence in a great gift for their giftee!
Add signage to suggest vouchers, or you could decorate a Christmas tree with vouchers. Have a look at other retailers, inspiration can be taken from everywhere.
Still struggling? Feel free to reach out to me at hd-visualservices.com, and I’d be happy to help you with your store set-up and displays. I am the master of finding quick and cost-effective solutions to support driving customers into your stores and ultimately growing your sales as a result.
A quick question to ask yourself: Is it clear? Is it consistent? Would my customer be confident they understood what was there? Stick with this mantra and you’ll go far! And if you’re still scratching your head, give me a call.
