A couple of days ago I got to visit and get a good look at Choccywoccydoodah, a chocolate shop selling chocolate cakes and confectionery.
Their displays are stunning and inspiring, showing the value of allowing good products to be the hero. The fittings and the shop itself are not relevant as the products are all you see.
When you first enter the shop you are hit with a sea of colour – so much so it is hard to notice individual product. Once you have been in the shop for a couple of minutes and have realised that everything on display is edible you realise you are in a special place, especially for chocolate lovers.
This is the sort of shop you talk about once you have returned from a trip. It is a one-off, a wonderful place you’d probably want to visit again.
Thinking about it over the last couple of days, while we do not sell these stunning chocolate cakes, the challenge for us has to he to create stunning retail experiences that set our shops apart from others selling what we sell. We can do this through our buying but more so through thoughtful displays that leverage colour to create a visually rich experience.