Undertaking building work in-store is often a headache for retailers, but landmark department store Fortnum & Mason turned it into an opportunity to wow shoppers.
When there’s construction work going on in a shop, customers may get the mistaken impression that it is temporarily closed. Or, if they realise it’s open, could be put off going in by the thought of dust and noise.
So Fortnum & Mason came up with an imaginative and inspired way of using its famous windows to capture the attention of shoppers with a series of fun displays to engage and draw in.
The windows, overseen by head of visual presentation Sallie Smith, include a play on the theme of ‘builders’ tea’ – tea is, of course, one of the products the retailer is famous for – and items associated with construction such as ladders and hard hats.
The window displays came as Fortnum & Mason, which reported a Christmas sales rise and increase in annual profits, said it would continue to invest in the customer experience including the installation of a double helix staircase in the flagship Piccadilly store.
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