Close
 

Creating an experience for Halloween

  • News
  • October 19, 2017
  • Courtney Devereux
Creating an experience for Halloween

Halloween is slowly approaching, and while some retailers are doing their bit to stock the themed holiday goods, Look Sharp is adding a spooky experience to its offering to draw consumers in.

Halloween is not celebrated as intensely here as overseas, yet that doesn't mean Kiwis won’t be making the last-minute dash to party stores around the country to stock up on costumes, decorations and candy.

Look Sharp Store is one of New Zealand’s biggest party supply stores, and is well aware of the last-minute Kiwi way of shopping for Halloween.

Drew Lim, marketing manager for Look Sharp Store, says the store cannot wait for the last minutes party rush that the they have become so accustomed too. Despite the calm way Kiwis act around Halloween, Look Sharp for the past few holidays have always stocked early, focusing on a wide selection and more customer engagement.

“Giving such special experiences to customers does not always lead to direct sales. But we are very pleased with how customers are engaging with our props and moving/animated decorations with so much laughter and surprise.”

The Scary Room is a customer engagement idea at the Lunn Ave branch that acts as a haunted house, where customers can walk through and see decorations live in action.

“The idea behind setting up a scary room was to give our customers an opportunity to see products in real lifestyle room setting, as they could get more inspiration and ideas for their upcoming party,” says Lim.

“While many grown-ups really enjoy this attraction, it has been a huge entertaining room for kids. Many kids enter their first haunted house attraction holding their parents' hand and some even cry outside the entrance looking at their parents who just can't seem to stop smiling.”

Look Sharp has hundreds upon hundreds of items for sale during anytime of the year, but once the themed items get rolled out the store kicks into gear. Providing early bird specials and a “Halloween Night” on September 28 that features early bird sales, Halloween baking tutorials and many games for all ages.

“It was indeed a family friendly event and many families and kids turned up, some of whom stayed in store for 3 hours trying all the fun they could,” Says Lim.

 These efforts were all designed to provide customers a head up for the growing holiday. We still get asked by many customers "When is Halloween?" which means it's long way from the Holiday becoming a household event.”

The ‘one stop fun shop’ says they’re seeing an increase in interest of the holiday each year, but cannot supply accurate results of sale until after Halloween due to Kiwi’s last-minute shopping.

“In 2008 when we first opened our CBD store, the holiday was predominantly celebrated by youngsters and uni students who just needed an excuse to have fun leaving their exams pressure aside. But now it is surely becoming a day that all ages gather to have fun. 

Retail sales wise, it's too early to tell our performance as things usually happen at the last minute, seriously, the very last minute.”

This year Halloween falls on a Tuesday, which according to Lim is the worst possible day for Halloween trading.

“With this year's Halloween falling on Tuesday which is traditionally said to be the worst day for Halloween retailers, most parties for adults are to happen over the next weekend (Thu-Sat) while most Kids trick or treating would still happen on the Tuesday evening.”

Look Sharp is fully stocked and ready for the last minutes weekend trading, with four out-of-Auckland stores now operating (Queenstown, Dunedin, Hamilton and Tauranga) it anticipates Halloween to become a greater Holidays for more Kiwis as involvement grows. 

​ ​

This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.

 
News

Ambiente: A window on the world

Global forces like Brexit and climate change are affecting trade worldwide. Sarah Dunn consults the Ambiente trade fair in Germany for evidence of how this ...

 
 

Sephora beauty bus to tour New Zealand ahead of store launch

  • News
  • June 24, 2019
  • Emily Bell
Sephora beauty bus to tour New Zealand ahead of store launch

If you hadn’t already heard, global beauty giant Sephora is coming to Auckland this July. Founded in France by Dominique Mandonnaud in 1970 and owned by luxury goods group LVMH Moët Hennessy Louis Vuitto, Sephora has since become a leading beauty pioneer, community and trailblazer in the industry, to say the least.

Read more
 
 

Pottery Barn hits the New Zealand market through Ballantynes

  • News
  • June 21, 2019
  • Sarah Dunn
Pottery Barn hits the New Zealand market through Ballantynes

Heritage Canterbury department store Ballantynes is introducing the US brands Pottery Barn, Pottery Barn Kids and West Elm to the Kiwi market through a New Zealand exclusive partnership with Williams-Sonoma.

Read more
 

Social scoreboard

Zavy and The Register have worked together to create a scoreboard that compares how the top 25 traditional media advertising spenders in New Zealand have performed on social media over the past 30 days, updated in real time.

 
topics
Regional rollercoaster
What does retail look like in 2019 for ...
Concept to closet
Business coverage of New Zealand Fashion Week.
Town centres
A positive retail environment over the past 12 ...
Amazon Arrival
Keeping up with all things Amazon as it ...
The Retail Yearbook 2017
As we battle our way through the busiest ...
Hospitality enhancing retail
Some think food and integrated hospitality offerings will ...
The future is bright
We spoke with four retailers in their twenties ...
Spotlight on signage
At first glance, the humble in-store sign might ...
Red Awards 2016
The Red Awards for retail interior design celebrate ...
Auckland Unitary Plan
Auckland is changing. The Unitary Plan will decide ...
How to open a store
Sarah Dunn considers what it would take to ...
All things to all people
Kiwi retailers share their omnichannel strategies.
Rising stars
Retail's top young achievers.
Delivering on your promises
The sale isn't over until your item is ...
Retail in heartland New Zealand
Retailers keep the regions pumping, but how strong ...
Sisterhood
Women in retail help one another. We spoke ...
The changing face of retail
Shifting demographics are creating big changes in New ...
The retail yearbook
With the help of experts in the retail ...
Retail rogues
We put the spotlight on staff training. Jai ...
Here come the giants
Topshop has arrived in Auckland’s CBD, David Jones ...
From retail to e-tail
Ecommerce has become part of the way mainstream ...
Window shopping: A spotlight on social media
Sarah Dunn and Elly Strang look at how ...
Loyalty in the digital age
How are retailers maintaining loyalty? Sarah Dunn, Elly ...
The Innovators | In partnership with Spark Business
Technology is rapidly changing the retail industry as ...
 

Global recognition for instore innovation

  • Design
  • June 20, 2019
  • Courtney Devereux
Global recognition for instore innovation

The Global Innovation Awards (GIA) program was created by the IHA and International Home + Housewares Show to foster innovation and excellence in home and housewares retailing throughout the world. This year saw 30 national winners from 29 countries. The competition is structured on a two-tier level, evaluating national and global retailers across the following metrics: Overall mission statement, vision and strategy, store design and layout, visual merchandising, displays and window displays, marketing, advertising and promotions, customer service and staff training, innovation.

Read more
 
 
News

Trends analysed at Chicago's International Home + Housewares Show

Each new year for retailers is another question mark in guessing what to present to consumers. Luckily in the world of retail, trade shows can ...

 
News

Shoptalk 2019: The city of lights delivers

Juanita Neville-Te Rito shares a sprinkle of retail magic from Las Vegas retail conference Shoptalk.

 
Next page
Results for
Topics
Jobs
About us.

The Register provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2015 Tangible Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.

Advertise
The Register

editor@theregister.co.nz

Content marketing/advertising? Email anita.hayhoe@icg.co.nz or call 022 639 3004

View Media Kit

}