MERCHANDISING FOR RETAILERS
visual merchandising is presenting products
in order to sell them!
point of interaction with a potential customer is in the window
displays of your storefront. Good displays shout to the world that
you care about your image and merchandise and, most importantly, about
entertaining, informing and educating your customers. They count upon
seeing new things in the windows.
Likewise, the interior of the store
deserves the same attention as the windows Frequent changes
encourages your customer visiting his normal section to wander about
to discover additional novelties.
The importance of visual merchandising is to:
merchandise to sell it
and explain new products
on how to use it
the customer to enter and shop
ambiance and thus a positive image of the store
concepts can be based on:
occasions or holidays
activities (fishing, scrapbooking, etc.)
(Victorian; children, etc.)
There are many
locations within a store where displays can be set up:
platform at the entrance
product cases (for particular types of merchandise such as jewelry)
counters or ledges
display areas (assigned levels of prominence due to traffic flow)
Now with a theme of the display determined
and the location for it, let us examine the components of a display.
merchandise: use product of
similar design or theme to help sell each other
props: items should be used to
enhance the product for sale or help in furthering the story or
lighting: use proper lighting to
make the product “pop” in the display. Incandescent spots are
very effective here. Lighting needs to come from more than one
direction for a balanced presentation.
signage: use professional, never handwritten, signs regardless of the size
There are five
design tools employed to stop busy people in their tracks and cause
them to really look at an eye-catching display.
Color is the number one element
that attracts attention in a display. Choose the combinations
carefully considering the color of the product and the lighting
Angles direct your customer’s
eyes where you want them to go! Varying heights of props and
merchandise, angles of mannequin arms, free hanging graphics, light,
or plants all create angles.
Motion always creates interest
and can be achieved by a fan, an electric train, the small motors
of motorized displays, or blinking lights.
Simplicity of the display sends
a message of higher cost. (A large window filled to the brim
suggests low prices.)
Repetition of an item says that
the store really believes in that product and usually has a strong
influence on the customer! If one of them is slightly askew or if
an unusual prop is incorporated, even more interest is created.
sets the great apart from the good! Go with highly unusual approaches
and watch the traffic increase.
My ten years’ experience of owning and managing a gift and book store
equips me to help you with your merchandising challenges. I
reconfigured a large multi-cubicle space into a new retail store and
designed everything from the work flow layout to the general décor.
Merchandising was a major part of growing a tiny mom-and-pop store
into a very successful retailer participating in two national
trade/marketing groups. Let me share my knowledge and together we can