SF-October-2020

chance to go beyond the products you sell, perhaps opting to tell a story around them, promote your USPs around themes of ‘local’ and ‘provenance’, and tying these in with seasonal themes like ‘gifting’ and ‘togetherness’. Edward Berry of The Flying Fork explains, “If you’re lucky enough to have contact with your suppliers, then this is something that people who buy our sort of food ask about these days – was it made by somebody in a certain place – so maybe that’s something to think about in your shop window.” “Obviously this year is going to remember to balance out products, décor, signage and creativity with your brand identity and ethos. If you’re struggling to think of something unique, you may find inspiration from fellow retailers, but always make it your own. “Keep it true to your business and brand,” Pete notes. “Your business is unique, so avoid copying what high street chains are doing, otherwise you just blend into the white noise around you.” Your shop window also gives you the perfect opportunity to tell a story, and Christmas, in particular, is the ideal time to do this. Now is the have large items, perhaps you could utilise signage or other decorative pieces to create a bold statement and catch shoppers’ attention, even from farther away. “Branding and signage are important,” Pete says. “Can someone see you 10, 20, 50 metres away? Treat your shop-front as a billboard and break it down into sections, using different areas to be noticed at different distances and elevations. Someone driving past will notice a different area of the shop-front compared to someone on foot or standing right outside, so utilise everything you have available to you. If you were paying for a billboard the size of your shop-front in a high street location, it would cost you thousands, so take advantage of it.” Be unique You may already be brimming with ideas to make your display really stand out from the crowd, but specialityfoodmagazine.com Windows create the next level of that experience…And once you cross the threshold into the store, then true wonder is created CHRISTMAS 2020 5 MINUTES WITH… ZIA ZAREEM-SLADE CUSTOMER EXPERIENCE DIRECTOR AT FORTNUM & MASON like stopping time – the chandeliers, the red carpet, the exceptional service, the wonder – and that’s what people want and need. HOW DO YOU ENSURE THE WONDER OF YOUR WINDOWS IS SUPPORTED BY THE RETAIL EXPERIENCE? For me, it’s not about replicating the experience of the windows inside, it’s about designing every touchpoint and moment to build up to the total experience, creating memories for people. Last year, we went beyond the windows, turning the whole building into the most amazing advent calendar – visible before you get up close to a window, then the windows create the next level of that experience… And once you cross the threshold into the store, then true wonder is created. From the atrium decorations, to the visual merchandising of all the counters, to tasting your mince pie or Christmas Pudding – each element is designed to enrich the connection to Fortnum’s and make joy. FORTNUM’S WINDOWS HAVE BECOME A DESTINATION DURING THE FESTIVE SEASON FOR YEARS – DO YOU THINK THEY WILL BE AS IMPORTANT IN 2020, ALL THINGS CONSIDERED? Absolutely. Coming to see the Christmas windows at Fortnum’s is part of many families’ traditions and honouring tradition. Doing things (safely) together, is more important than ever. We also need to give people reasons to come into London, and there’s something absolutely magical about London and Fortnum’s at Christmas. It’s been such a strange and turbulent year, and so the reassuring warmth and familiarity of Christmas may be a much-welcomed respite for our people. HOW IMPORTANT ARE RETAIL DESTINATIONS? Retail destinations have always been important for people. Ours is more than simply a shopping experience; we provide theatre anda little escapism and we all need lots of that. For many years people have said that walking into Fortnum’s is be completely different, and I’ve no doubt some people will focus on uplifting messages even more than normal for Christmas – optimism, enthusiasm and engagement. And of course, what we can do for you, the customer. How can we make your experience better? I’m sure people’s messages may include something along the lines of ‘We appreciate you may have had a difficult time; we’re here to give you a good time’.” You don’t have to go to great lengths to create an eye-catching display that can entice new customers into your shop this Christmas, nor does it require a huge budget. Quite often, the simpler, the better. But by simply investing time and energy into a thoughtful display that reflects your business, you can draw in new customers that prove valuable for the festive season and beyond. FORTNUM’S CHRISTMAS WINDOWS 2019