The Prague city center still has a few shops that seem to be behind the retail curve. I certainly mean no insult or slander – but to me this is a great example of how things should not be done. Everything has its own rules, and instore communication is no exception: the way we talk to customers, how we communicate specific information and how the customer evaluates that information.
Shop windows are the first, and most important thing customers see when they arrive. Information provided should be clear, recognizable and somehow special. But here, dozens of different offers, discounts and labels only confuse the customer. It’s like being in a crowd of people screaming: with all the shouting you don`t really hear anyone. This analogy is very relevant to our business - customers only have a few seconds to hear and understand your message - so let's give them a chance to understand it!
But you might want to be there on Monday when the store comes up with its Christmas offers. Perhaps then we’ll see something worth coming for?