Retailers use events to lure customers

Increasing footflow to maximise in-store sales is key for retailers this season, who are using events and special days in the calendar to attract spend thrifty shoppers. What was once related to the grocery industry has now enveloped even the smallest fashion boutique, who must continually strive to be innovative with a point of difference, utilising and interesting and relevant calendar to promote their wares with in-store events. The most essential part is to intrigue customers to come through their doors and spend.

In addition to the obvious retail boosting events like Christmas, Valentine's Day and Mother's Day, there is never a month without a happening to entice consumers to go shopping. From in-store exhibitions and brand collaborations (Selfridges this month transformed its Ultralounge into the Museum of Small Things, and Linda Farrow Vintage sunglasses teamed up with Roisin Murphy for an exclusive launch party) to wine-tasting for loyal customers (mens retailer Blaqua frequently organises in-store events for its customer base) to trunk shows, engaging customers with mini fashion shows to see new season's ranges in an exclusive setting. Even online boutiques, such as Net-a-Porter, are posting exclusive video content to engage customers, such as their recent exclusive interview with Victoria Beckham promoting her new line (her video was looped on the homepage.) Whatever the event, retailers are hoping to provide consumers with enough 'reasons' to visit their stores and ultimately purchase goods.

Mike Watkins, senior manager retailer services at Nielsen commented on the Retail Bulletin: “The level of promotions in February stood at 34% which is similar to that usually seen at key seasonal trading periods. Despite this, sales have remained subdued. Some retailers have been relying on seasonal events such as Valentine’s or Chinese New Year to drive sales up. We expect to see further activity like this and also more use of tactical deals as we approach Mothering Sunday. And thereafter the Easter promotional activity will really kick in.”

With the new spring collections in store and an economy that hasn't bounced back as experts had foreshadowed, retailers will be pulling out all stops this season to attract customers to buy their collections and build loyal relationships.

Image: Net-a-porter Victoria Beckham promo