Guest Post from Michael Koploy

In January, Amazon.com ran a promotion encouraging consumers to use its mobile app. If customers purchased an item via its app while in a retailers' store, Amazon provided a monetary incentive to choose the on line e-tailer over the brick-and-mortar store.

Retailers were outraged. It had finally happened--on line retailers were turning small, independent and even chain stores into showrooms for the on line giants. How could retailers ever compete with its on line counterparts’ low-priced inventory?

Retailers would be hard-pressed to do so. Retailers have to acknowledge that the price wars are...well, over. Instead, successful retailing will depend on retailers’ ability to do the following for each customer that enters the store:

(1) Offer an exceptional experience--that can’t be recreated on line. This is the biggest opportunity for retailers. With a little effort (and some teamwork), retailers can bring the magic back to shopping. It can be as simple as offering classes for customers to learn how to use products, or have local celebrities in-store to showcase their favourite items.

(2) Rethink the store footprint. Instead of having 30 kinds of hammers, why not have the two hammers that everyone wants? Ensure that the right inventory is easily accessible and clearly visible with effective, inviting signage.

(3) Don’t sell--consult. Customers are coming to the store because they didn’t get what they needed from manufacturers’ websites or Amazon. They already know about the items' best and worst qualities. Don’t be a salesman; rather, be a likable expert that the customer will come back to time and time again for insight and advice.

Guest post from Michael Koploy, small business pos software expert at Software Advice. He can be reached directly at michael@softwareadvice.com.

Sonia Rykiel, London

We quite like the simplicity of this scheme at Sonia Rykiel in town right now.  If you have seen the various Easter eggs around the west end then, well, at least, here's one you may not have seen?  And probably one of the best ones - apart from the Unicorn emerging from a Black egg on Bruton St.  But anyway, the lighting works beautifully although the second window seems to have been rather forgotten?  Cu'mon guys, stick your cork back on?

Links, London

Links of London always seem to produce such interesting schemes, don't you think?  We're not fans of jewellery ourselves (and wear none at all) although we do appreciate the visual when brands such as this get it all so right.  With their tiny digital screens forming one end of the display cases and these cut perspex circular pieces (a little reminiscent of the 1970's Spirograph's)  just a few pieces of jewellery have been placed or suspended strategically to create these gorgeous installations.

NYOU, Eilat, Israel

Wow, who would have thought that Eilat was so much fun?  Here at NYOU, images courtesy of the very talented Ira Simonov, they've launched their latest promotion 'I Love Candy' for their 'New Sweet Collection'.  This really is a cheery fun scheme from this retailer and probably a much needed visual antidote around the world right now.  We love the colour of those wigs too....!

Zara, London

Zara just get it so right, don't you think?  We love the simplicity of this scheme with just one highlight, the copper coloured mannequin wig - bang on trend too.  For a fast-fashion company, these guys have bags of style, delight the eyes of the shoppers and the staff are always (at least from our experience) very friendly and helpful.  Zara is rocking right now.

Hoss, London

What the frock?  We've been passing this scheme for a few weeks and have bitten our lips until now, but we can no longer resist mentioning how wrong this is, don't you think?  OK, well we cant knock the attempt at creativity, although clearly this brand doesn't want to be creative? (and certainly is mainstream)  But, anyway, cu'mon guys.............change this scheme...it appears that the frock is less blown in a hurricane but simply trapped in a 'door'.......... just so frocking wrong. 

Geox, London

We're not sure that we've ever included this brand before.  OK, well they don't do anything particularly interesting really, although we were drawn in by the graphics and window vinyls - bizarre we know.  Well, there is a nod to the 'Fine Art' trend happening right now, albeit a (huge) smidge more B&Q than Picasso, although this is down to the lack of direction and creativity than anything else.  Anyway, its on trend (...ish) so we have to give them some credit although the shop fit still looks more like a task-lit-elevator-with-nightmare-lighting rather than a desirable destination of pure pleasure.  Still, we guess they must be selling this stuff at a profit?

Cardinal Keith O'Brien

Image Copyright Metro.co.uk

Shame on you Cardinal Keith O'Brien........

Pop Boutique, London

We've purchased quite a few things at POP Boutique over the 15...ish years these guys have been here after launching their vintage collection of stuff at Topshop in Oxford Circus (yep.......we remember you guys).  But anyway, while perusing the wares of Covent Garden it suddenly struck us that this Boutique doesn't really offer more than we could have found in Carnaby street during the 80's.  This is a shame really as we really, really want this Boutique to be as cool a it was 15 years ago.  Mannequins appear as bored drones that hate each other, the usual vintage stuff we are also bored of crams this window, staff are not particularly friendly or helpful and yet we so want to love it, but only just about can bring ourselves to support it.  Anyway, that said, we would really like to see some more of the unusual 'buys' here rather than the usual retro garb we see just about everywhere else.  Sadly, this Boutique has lost its edge, but we guess the tourists love it?  Chuck out the lava lamps and crap crockery and lets see some life and edge back in this store?

Bolongaro Trevor, London

We've passed this store on the edges of Covent Garden on a number of occasions.  We still haven't been inside yet however, although we were rather struck by the window scheme that they have.  It hasn't changed in a while, but then that's the nature of these kind of stores, although we do love what they have so beautifully placed.  With their animal skeletons and vintage display cases containing contemporary jewellery, this just works so well, don't you think?  We'll swing by soon and have a proper look inside and let you know what we find.

Hermes, London

With their references towards fine Art and the 'wired' trend, Hermes are rocking right now.  We loved the previous scheme and the simplicity of this one just oozes thoughtfulness and a level of understanding that we cant quite work out right now.  But that's OK.  We're seeing whole lots of references to various Art movements around town within schemes right now which may possibly have come from the product being sold.  Anyway, we may make a short film of this scheme to keep as a record, quite soon, so just what this space.

T M Lewin, London

What an interesting direction T.M.Lewin are taking right now, don't you think?  Its so interesting to see so much of menswear taking on the heritage of their brands and really pushing the details of their products to the front of the line.  At T.M.Lewin, we have references to some of the details of their products and a narrative that communicates how much work they put into producing their product.  This scheme, at least, is breathing life back into this brand that we see so much of on the high street (at least in central London) but so often just simply find bust forms wearing a shirt.  There is a VM God after all.

Diane Von Furstenberg, London

Dear VM God, please help this window scheme at DVF, London.  We're not massive fans of the merchandise although there clearly is a market for this stuff, but the scheme?  We are shuddering as we type....at least clean the finger prints on the face mirrors guys?   The scheme is confused, manic and while this is a very difficult space to work in, something simple would work particularly well.  Save the creative schemes for your store in the Meatpacking district in NYC where you have more space to be wonderfully creative?   This isn't working.........we're just telling it like it is.