Impressions - October 2018 - 43

TARGET PRACTICE
Don't forget about your target market when looking at trendy items.
Because not all trends may be right for your store and customer base,
evaluate your historical store data, budget and customer input to
determine the items that may be best to add during the main selling
holiday season.
Grab-and-go items or easy add-ons should be placed near the
register in a dish, basket or other small display. These can be small,
seasonal items (a holiday keychain, for example), lip balm or magnets, but keep them less than certain price points.
Apply a similar idea to your website. When a customer is getting
ready to check out, have a pop-up window or listing of items underneath the purchased item that suggests add-ons. Text on the website
or a small sign at a display area in the store may suggest, "If you like
that, you may want this to accompany it" or "Customers who liked
this item also bought these items."
Review training with employees
and ensure everyone is comfortable
and knowledgeable during the
hectic holiday season.

work well with this trend.Think pop artstyle artwork with bold colors, polka-dot
backgrounds and speech bubbles.
Photographs also are being colorized
with a single color on top and a gradient
or illustrative element to create more of
a dynamic visual image and tell a story.
Text that has a handwritten look also adds
a bit of personality to a photo. Look for
fonts in marker styles, spray paint or chalk
lettering. Flame Stitch-style patterns will
continue to become more popular.
Other artwork or design trends where
the art can be applied to products you
already offer include the Eye of Fatima,
also known as Hamsa.This global design
is said to protect against evil and can be
used with heavy detail or simplified with
a modern twist.

You don't need a huge array of choices, but it's important to offer a
variety of seasonal-themed items and décor accessories.

Remember, it's not just about the sale;
it's also about creating an experience your
customers will want to repeat. 

Jennifer Foy is the creative director for Unisub and
SwitchCase brands at Universal Woods Inc., a manufacturer of blanks for dye sublimation. For more
information or to comment on this article, email
Jennifer at jenniferf@unisub.com or visit unisub.com.

Display Advice
Be sure to show the hot new items or products with trendy designs front and center on
your website or in your store. For the latter,
it's important to merchandise these items in
key spots; for the former, have such items on
your homepage and suggested throughout
the site or in at least one different area, such
as new products or seasonal specials.
As you prepare for the holiday season,
ordering products, moving items around in
the store, pulling together designs/patterns
for products and even adding props can
make a difference. Also, be sure to refresh
your staff when it comes to training, and
ensure the holiday spirit permeates your
store or shop.

Use Info*Action #10 at impressionsmag.com/infoaction

OCT./NOV. 2018

P.43

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Impressions - October 2018

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