Shelf Life: Window dressing
In-store and mall promotions gain traction with Primedia; Nike takes sporting fashion to designer tech highs; a new retail loyalty scheme launches for Pick n Pay, BP customers;and Woodbender weaves a range of seating for office or home.
Window displays are being used to great effect in fashion and specialist retailers to attract consumers inside the store, as well as drive in store sales of products on promotion.
Combined with in store promotions, gondola ends and beepers, the window displays reinforce above-the-line campaign elements.
In order to drive in store sales of Clinique’s Dramatically Different Moisturizing Lotion, the company used Primedia Unlimited’s Fashion Media platform in Edgars and Red Square stores.
A skin care brand for men and women, Clinique’s third step in its 3-Step Skin Care System was designed by its dermatologists to maintain optimal moisture balance for dry-to-oily combination skin types.
“The campaign not only launched the new product, but also drove in-store sales as consumers could purchase Clinique’s Dramatically Different Moisturizing Lotion right there,” said Fashion Media CEO Sean Reed.
To draw consumer attention for Eros, the Versace fragrance for men, Fashion Media used bright and bold creative for window displays, beepers and gondola ends.
“Window displays create excitement and draw consumers into the store, whilst further advertising at the point of purchase served as a reminder to not leave the store without Eros,” said Reed.
“Other Eros advertising campaign elements included TV and print, which ran at the same time as the Fashion Media campaign, and served as the initial push to get consumers into Red Square stores,” he adds.
The national campaign was geared to promote the new product and to drive sales.
Sporting wear has certainly come a long way and is as fashionable as any haute couture range out there these days, as Nike proves with its new high tech fall 2013 Nike Tech Fleece Collection.
The Nike Tech Fleece is made up of plush foam placed between layers of cotton jersey to create a “tri-layer fabric” that, according to Nike, is comfortable and warm: “The smooth jersey facing gives the garments a modern, streamlined look both inside and out, while the inner foam enhances the fleece’s functionality. It is lighter, warmer, more breathable…”
Inside pockets, comfort, warmth, ribbed cuffs and unconventional lines were prioritised to provide a functional, yet fashionable sporting statement.
Chasing loyal consumers
Loyalty schemes are all the rage, everybody has them. And that’s just the point – how do retailers differentiate theirs?
Whether its airtime rewards, cash back or mobile coupons, retailers are doing it all. Now Pick n Pay has teamed up with a new travel rewards programme, Avios, for its customers. Every time you swipe your Pick n Pay SmartShopper card or Avios credit card (supported by ABSA) at the retailer or BP, you will get ‘Avios’ points, redeemable on British Airways.
The message Avios, a new loyalty programme, is trying to get across, is that South Africans don’t take enough holidays. We only holiday once a year or twice a year on average. But we also only take three to five days holiday at a time.
Avios aims to change that by giving rewards that will allow us to take longer holidays. Who can argue with that?! Bon voyage!
Take a seat
The Karoo is a range of Woodbender’s new chairs for home, office, kitchen or bar. It is an adaptation of the Francis and Plettenberg ranges and follows the same square contemporary lines, but with the unique strapping seats in nylon or leather.
The difference with the Karoo is its back rest and the variety of seat options available. In its simplest form, the Karoo is a square chair with two back rest slats and an upholstered cushion seat. From this comes the adaptation of the strapping seats.
There are two strapping materials used. The nylon strapping is synthetic webbing which is cost effective and trendy and comes in an array of colours. The Karoo Nylon Strapping had its debut for WDCCT 2014 dressed in a yellow frame and grey strapping.
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Louise Marsland has written about the FMCG, media, marketing and advertising industry for 18 years of her 25 year media career as a former Editor of magazines AdVantage, Marketing Mix and Progressive Retailing; as well as websites Bizcommunity.com and FMCGFiles. She currently edits the weekly Wednesday Media & Marketing Page for The New Age newspaper; and is the co-founder and Publishing Editor of SA’s newly launched industry trendwatching portal, TREND. at www.trendlives.info, in partnership with MarkLives.com.