Seasonal trends, by their very nature, are both fickle and cyclical. As such, being held at their behest can be something of an inconvenience. But if your retail displays are not on-trend, they run the risk of being seen as redundant and irrelevant. Thankfully, with an array of LED displays and digital signage solutions at your disposal, it’s simple to switch your content and messaging to reflect new trends.
But why are seasonal trends so important and is your display content reflecting them adequately enough to maintain customers and relevance?
Why seasonal trends are important
People’s moods and needs shift with the changing seasons. In summer, for example, customers are going to be more likely to purchase swimwear and shorts and in the winter, they’re more likely to purchase jumpers and coats. And that’s just the trends relating to the changing weather. There are also plenty of other factors that influence trends.
For example, towards the early autumn, you’ll get a lot of Halloween and “back to school” trends, and in late autumn this will shift to Christmas. These are events that create a subtle shift in consumer behaviour in many markets.
There’s also sheer popularity to consider, as retail stores are bound to be more popular at some times of year than at others. Throughout the year, however, LED advertising can play a vital role in bringing in customers and influencing their behaviour and it can be changed as and when is required at a moment’s notice.
But making the most of these trends requires a few key approaches.
Making the most of seasonal trends
Seasonal campaigns are all about taking advantage of the time of year and seizing the day, as it were. This means adopting the following principles of success:-
Pivot when necessary – Always be ready to change your display and its content as and when trends reveal themselves. While seasonal trends are, of course, less likely to shift so quickly, many minor trends might. For example, who could have foreseen the popularity of something like Squid Game earlier this year?
Give the people what they want – Focus your messaging on the items and services that people want at that moment in time. If it’s raining, for example, promote your umbrellas and raincoats (or hot beverages, if you’re a coffee shop).
Be different – See what the competition is doing, by all means, but don’t go out of your way to replicate it. Stand out by offering something with your display that nobody else is. We can’t tell you what that is but we can tell you it’s not exactly what they’re doing.
Call them to action – CTAs might be commonplace in online marketing but they can be just as effective in physical displays too. Be active with your language and use messaging that encourages the kind of behaviour you want from your customers.
Target new customers – The great thing about seasonal trends is that they can be used to target customers who might not otherwise have been interested in your offerings. By being season-specific, you might interest a brand new kind of customer.
Don’t forget your brand – Your branding is what truly sets you apart. It’s your identity. So, while adapting to trends is important, don’t lose your identity in a desperate attempt at relevance.
Image: Zamurovic Brothers / Shutterstock.com
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