I love the chocolate coffins I saw in the window of one chocolate show in downtown Auckland earlier this week. Their Halloween display was excellent. It was made up of a series of small displays like this chocolate coffin display. Talking to a team member in the shop they have become known for their themed displays. People come to look at them. The team members get to make suggestions.
This is an excellent example of making an independent and small retail business a destination. Outside of these window displays this is an average chocolate shop – not meaning to put them down. Their window displays separate them and make them a shop to visit, to see what they are up to.
They are generating destination traffic, the most valuable form of traffic a retailer can have.
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