Does this window display do any justice for selling this store’s stock? In addition to wasting a perfectly clean glass window, clarity of the garment on display is impaired by obvious seasonal marketing. If awareness of London Fashion Week had escaped your attention, common sense had indicated that spring is certainly upon London via the unseasonal bright weather last week.
My point? Window displays are meant to entice foot traffic into stores to make potential purchases. Perhaps that’s what this display was meant to do: the window was obscured, so best to walk into the store for a closer look and exit before being pounced upon by sales staff.
Well; it didn’t work. In fact, annoyance overcame curiosity. There are many other examples of Jigsaw’s obscured windows around London to vouch this wasn’t a one-off affair.
For starters, people window shop. It’s a thing. The shop window has to work long after the shop has closed. This one would only warrant a passing glance.
Secondly, the garment is obscured. The mannequin in this example is doing no more than the dress hanging on the rack on the mannequin’s left.
Thirdly, the copy: Spring Summer 15. Hmm. Sure it fills my mind with images of sunshine, outdoor activities and fun to be had. But to make me walk in to the store for a closer look? Perhaps not.
So, customer journeys. Perusing a number of ecommerce sites of late, one is most assuredly encumbered many times by popups. You know those interstitials that instantly appear upon loading a site’s home page, asking for newsletter sign up? They are this Jigsaw window. They clutter, obscure, and assume potential customers will sign up before a pixel of merchandise has been consumed. Or their sizing chart has been perused. Or if their delivery channels reach Vanuatu.
And why? To fill CRM systems with email addresses. To spend yearly budgets on email marketing which the stats don’t particularly support as a valuable exercise.
Perhaps a better solution is to offer sign up and sharing on each page of content. If a potential customer or user likes your content, that is the measure that will want them to engage further with your site. They will actively share the page or better yet, add the item to their shopping cart.
Furthermore, check these stats from MailChimp of their own customers by industry. Particularly of interest is the second column – click through from email to website. Only one industry segment – Hobbies – exceeds 5%:
Enlightening. What’s your email marketing strategy for 2015?
