Lakeland windows shine with gratterpalm

Lakeland, the home of creative kitchenware, is set to entice more customers into its stores via a series of innovative window displays after appointing retail marketing specialist gratterpalm.

Lakeland has 45 stores in England, Scotland and Wales in addition to its thriving mail order and e-commerce business.

The retailer wants to pull in more high street business by engaging shoppers via its seasonal windows displays.

It recently appointed Vicky MacLean as Visual Merchandiser, former Head of VM of Landmark Group in Dubai, with responsibility for window design and in-store point of sale.

She also worked for retailers like BHS, Harding Bros and HOF.

Gratterpalm, an in-store POS specialist whose clients include Asda, has been briefed to create a series of seasonal window displays, kicking off with a summer display set to launch in May.

The theme will also be translated into in-store merchandising to engage and interest shoppers.

Lakeland, whose target audience is largely female aged 35+, has around 11 seasonal phases, where window displays change, in its retail calendar.

Key upcoming seasonal displays will include autumn and the Christmas period.

Next year event promotions could include special days such as Valentine's Day and Pancake day.

Vicky MacLean, Visual Merchandiser at Lakeland, said: "Compelling window displays will play a central role in our high street marketing plan going forward, and we wanted a highly creative agency that could also manage production and fulfilment as well.

"Gratterpalm has fantastic retail experience and is able to implement its designs right through to the in-store environment, so it truly fits the bill".

Josephine Carroll, senior Account Manager at Gratterpalm, said: "Humour plays a key part in our approach under the banner of 'Bright ideas for -.

"Creatively we have developed simple graphics that use primary colours to catch the eye of passing customers - in a crowded retail environment, humour and strong imagery work well.

"We've designed a range of images constructed from things you can buy at Lakeleand - hence a sun with rays of spatulas, spoons and so on.

"There's also, for example, a particularly tasty ice cream sundae which follows the same approach.

"The idea is to encourage people to think about what they need to buy to make their summer even better and the strategy will evolve as the seasons change".

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