Martin M. Pegler on Retail Innovations

by Martin M. Pegler, updated by Anne Kong

receiving gifts, but today the retail store presents sales and special events in honor of its founding. Celebrating the store’s heritage is an opportunity to remind the public about its longevity, its commitment to the community and how the store provides a fulfilling shopping experience for the public or the message “we are here when you need us.”

In the past, stores would bring out the drums and trumpets, pennants and banners, antique furniture and costumes, birthday cakes and candles, fireworks and the “good old days.” It is believed that shoppers go for nostalgia greatly, especially when it is served up as a puffy pink cotton candy confection or an old-fashioned musical extravaganza. Today’s store anniversary can still take a nostalgic approach by utilizing a celebratory pop-up shop, picture timeline or product revival.

A festive pop-up can be as simple as an entrance table display, a wall display or the store’s back corner. People adore memorabilia, display some “side-by-side” comparisons—an old kitchen accessory or counter appliance next to a new one or any example of “now and then.” Even some antique product packaging next to a current one that says “We have kept up with the times,” “Look back to tomorrow” and “We’re only 100 years young!” Signage can keep your customer interested longer, so take the time to add a museum-style card with some information about the image or object on display.

THE DESIGN MUSEUM, LONDON, UK

A timeline depicting the evolution of the Braun brand and logo. Storytelling and historic references can add more interest to a sales floor

LEON & LULU, MICHIGAN, USA

Dedicate the store windows or a wall within the store to a picture gallery or timeline of imagery to entice consumers to “walk down memory lane.” Archival imagery may be available from realtors, public libraries and the local Chamber of Commerce. Maybe the store has an archive of window display imagery. Timelines are fascinating and can combine imagery and objects with telling a story about the geographical area. The popular eatery Applebee’s used this strategy in its restaurants to build a stronger relationship with communities, schools and neighborhoods.

Many stores revive a single product or a collection of favorites from the past 10 years to promote exclusive sales for an anniversary promotion. Retro items have an allure, especially in the kitchen and food prep category. A commemorative product like an apron, utensil, bag of cookies or give-a-way can be an exciting kick-off for the first 100 guests.

You may be proud of your age and experience, but stress the fact that you aren’t doing business in the last century’s methods or fashions. You are today and tomorrow—looking towards the future. “We salute the future,” “We’re still growing,” “We’re not old yet,” “88 and going strong.”

Certain anniversaries have definite associations, so why run away from “silver,” “golden” and “diamond”? Try to add a new twist, and thus get a fresh squeeze from the old lemon. “Gold” could be anything with a glistening layer of gold spray paint, the more unexpected, the better. “Silver” could be bits and chunks of mirror strung into flashing and sparkling mobiles, garlands or streamer curtains. “Diamonds” could be modern abstractions of diamonds within a diamond or a take-off on “a girl’s best friend.”

Historical personages and events can make for exciting tie-ins with anniversaries. “Caruso sang ‘Pagliacci’ at the old Civic Opera House the day we opened up downtown.” You could reach far out by promoting what happened here 100 years ago. It only means checking the city archives, old newspapers and such. A giant graphic or image, full window size of your first “ad” or announcement could make a “window stopper.”

THE DESIGN MUSEUM, LONDON, UK

A timeline depicting the evolution of communication devices that spans a long wall. The viewer is captured by the unique arrangement that stretches from ceiling to floor.

THE DESIGN MUSEUM, LONDON, UK

“We’re still making the news.” Big stores with big display departments and bigger budgets can go on a building spree and reproduce “the old store,” “the old station,” etc. But most stores will do as well, in a more straightforward way, with large-scale imagery or a painted mural. Don’t forget to collaborate with your local museums, archives and newspaper morgues for research and information. |•

Martin M. Pegler was an author,

A THREE-DIMENSIONAL TIMELINE AT THE ROBERT MONDAVI WINERY CORPORATE HEADQUARTERS.

THE DESIGN MUSEUM, LONDON, UK FORTNUM AND MASON, LONDON, UK

Three images from museums showcase electronics, Braun products and a vertical Teapot display, demonstrating an informational approach. The proof is the teapot wall display in Fortnum and Mason. Stores need to create educational areas and use signage; this makes the store a destination and provides more than a simple shopping experience. The Robert Mondavi wine display demonstrates the company’s rich history through objects, merchandise, imagery graphics and readable content.

DE BIJENKORF, THE NETHERLANDS