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Hermes diverts the uses of the little yellow duck

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One of the ways to attract the attention of shoppers and pedestrians is to add a little touch of surprise and/or humor in the store.

This is what Hermes has done in the historical store of Ernest Motsch on 42 Avenue George V.

E. Motsch is a longstanding hat brand (established 1887) that was taken over by Hermes in the early 90’s. The store on Avenue George V was completely renovated in 2007 (the surface was doubled) and other Hermes products came along on the shelves.

After a meeting in Paris last week I noticed the little ducks, turned by Hermes into blue soft toys, used in the windows to create maritime scenes along with men perfumes.

Advice for your marketing strategy

If you are a retailer think about turning your windows into life scenes. Story-telling is a longstanding and successful marketing strategy that is widely used in Anglo-Saxon countries but less in continental Europe. It can be a source of differentiation and of customer attraction if you success in creating meaningful scenes that are appealing to the lifestyle of your prospective customers.

If you’d like to investigate how to do this in your own store, feel free to get in touch with our marketing specialists.


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Author: Pierre-Nicolas Schwab

Dr. Pierre-Nicolas Schwab is the founder of IntoTheMinds. He specializes in e-commerce, retail and logistics. He is also a research fellow in the marketing department of the Free University of Brussels and acts as a coach for several startups and public organizations. He holds a PhD in Marketing, a MBA in Finance, and a MSc in Chemistry. He can be contacted by email, Linkedin or by phone (+32 486 42 79 42)

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