A conversion is where a prospective customer takes action, and in a shop this is usually a sale. In internet sales campaigns its often capturing an email address and/or other contact details so that you can communicate further, resulting in sales.
Mannequin displays do a couple of things: 1) they get people into the shop by capturing attention, and 2) they pre-sell or sell the items being displayed. If you market on the internet, these 2 things are traffic and conversion. But what’s often overlooked in smaller shops and boutiques is using the mannequins as a step to getting contact details. Suggesting a scarcity of the items on display, or giving people an opportunity to get the items later ( if they are sitting on the fence ) can both be used to get a name and number and increase the number of sales. This is also a conversion, and often more valuable.
Building up a list of customers and prospects who are interested in what you have for sale is very valuable. As well as capturing possible lost-sales, it allows you to follow up with further products. There’s a lot more to be said about front-end and back end products that I’ll go over in a later post.
Mannequins that are active and alive can often catch your eye more that mannequins arranged stiffly at attention. I was reading a post at www.selectism.com about tennis fashion and it occurred to me that sport is not used nearly enough as a marketing tool.
Even if the main items for sale aren’t directly sport-related, from the point-of-view of attracting the initial attention of shoppers it would be very worth while to trial displays with a sports aspect. Tennis as an example, is a huge sport with millions of fans. Associating products with a sport like this can create a lot of agreement that the items are suitable for the buyer.
The media is always promoting them, and fashion labels and companies, knowing this use celebrities to full advantage in their marketing. There are a couple of articles I’ve just read. One about the rapper Kanye West about to launch his own fashion line ( at http://923now.radio.com ) and one describing the latest clothes that Kate Middleton has worn to ( http://latimesblogs.latimes.com ). Celebrities target niche markets and are able to set trends in these markets. They are opinion leaders, and it can be very helpful to know who the opinion leaders are in the niche that you are promoting to.
I love the fashion hits and misses websites. They give you great ideas for displays and marketing and we know that people are always really interested in the bloopers as well as the great looking celebrities. In fact its often the clothes that look terrible that get the most attention and there’s no reason why you can’t use this to capture interest in the clothes that are actually for sale.
There’s more information that you can use in our pages about shop mannequins and display mannequins.