The contest encourages Najo retail stockists across Australia and New Zealand to showcase their visual merchandising skills by developing a sea-themed display to promote the brand’s latest El Mar collection. El Mar is the Spanish phrase for ‘the sea’.
Under the competition guidelines, the window or cabinet displays must be maintained for the entire month of November and include an El Mar strut card provided by the supplier.
Najo founder Jo Tory said this was the first time the business had launched such an initiative, adding that she hoped the competition would generate interest amongst retailers and consumers.
“We feel like this is a great way to get our retailers and their staff excited about Najo while having a bit of fun, and then [they can] share their enthusiasm with their customers,” she explained.
“Creating a wonderful Najo El Mar window display gets our retailers involved with our product, and the result is an enticing window display that will attract customers into their store enquiring about – if not purchasing – Najo jewellery.”
The promotion also invites consumer participation in deciding the competition winners. After selecting the top five entries, Najo will promote the finalists on its Facebook page, with the final three prize winners to be determined by popular vote.
Tory said entries would be judged on originality and overall aesthetic and would be open to retail stockists of any size. “Product assortment is not of great importance,” she emphasised. “There is equal opportunity for any retailer to be involved and to win.”
El Mar marketing images for use as backboards in displays are also available on request.
Tory said the three prizes available – Westfield shopping centre vouchers ranging in value from $200 to $1,000 – were chosen to ensure that all staff involved could easily share in the reward.
She added that feedback received from Najo’s sales representatives and retail stockists in response to the competition had been “fantastic, and very enthusiastic”.
“Our retailers love the idea! We have [had] a great response from [stockists] of all different sizes, right across Australia and New Zealand. We are very excited to see what marvellous creations they come up with.”
Interested participants must contact Najo by Friday 16 October and submit photos of their displays by Friday 13 November.
Winners will be announced on Monday 30 November.