Do and Don't: Lighting

DO: Keeping some areas dark in a window display draws the eye to the bright spot--or wherever the retailer intends to draw attention upon. In this case, to sell a specific lifestyle. DON'T: Keeping the store dark is just bad for business.

Do and Don't: Layout- Fixtures Placement

DO: Using a mid-height fixture by the entrance invites the eye to wander from low to high and into the rest of the shop. DON'T: A tall fixtures right by the entrance blocks the view to the rest of the shop.

Do and Don't: Housekeeping-- an Organized Display

DO: With all items front faced and merchandised military grid style, finding an item is easy. Signs also help identify products. DON'T: How long before a customer gives up looking for an item?

Do and Don't: Holiday Displays

DO: A relatively inexpensive holiday display that maintains product and brand values. DON'T: Dollar store finds often work when integrated with other elements within a theme. However the example below of haphazardly hung garlands and mismatched bows serve to effectively devalue the store's brand and merchandise.

Do and Don't: Adjacencies

DO: Mannequins showcasing the dress collection is fully supported by merchandise found adjacent to it, sharing the same colour story and similar styles.

DON'T: A feature display such as the one shown on the mannequin sets an expectation that items similar to it can be found in adjacent units. However, in this case, the adjacent racks show casual T-shirts. Where can one find similar dresses? Waaaay at the back of the store, nowhere near the display.

Do and Don't: Customer Service is the Difference Between Sales and No Sales

DO: Engage your customers and deliver an experience. DON'T: What a waste! Two potential purchasers ignored.

Do and Don't: Window Selling Opportunity

DO: There were thousands of people downtown during the Pride Parade weekend. In keeping with this, the store showed their support while promoting their merchandise.DON'T: In contrast, this store missed a great selling opportunity!

Do and Don't: Sale Signs

DO: These sale signs maintain perceived product values. DON'T: On the other hand, these signs greatly devalue the merchandise.

Do and Don't: Lighting Window Displays

DO: Good lighting attracts attention and highlights merchandise. DON'T: Who forgot to turn the lights on? Even then, do I really want to look at this window?!

Do and Don't: Shop Layout Entryway

DO: A clear path all the way into the back of the store encourages customers to shop the entire selling space. DON'T: Avoid cutting off main aisles- this deters customers from fully penetrating the selling space. This is asking for customers to boomerang out.

Do and Don't: Housekeeping--DUSTBALLS ARE NOT ROMANTIC

DO: Nice, clean fluffy towels invite customers' touch. DON'T: Towels with dustballs, anyone?! Ewwww.

Do and Don't: Jeans Display

DO: A great looking display statement on Jeans. DON'T: Really? This is the only way one can think of to display designer jeans?!

Do and Don't: Product Adjacencies

DO: Single branded kitchen accessories easily prompt multiple selling. DON'T: Yes, both are for hygiene but one is for oral and the other for your shoes!

Do and Don't: Customer Service Delivery

DO: Enlighten customers with product information. Better yet, let them touch/try merchandise. This is a tipping point to encourage an emotional attachment with the product. DON'T: Ignore customers as if they don't exist. Hello? Anyone home?!

Do and Don't: Window Displays

DO: Keep text consistent to display. DON'T: I see solids, I see checks, where's the faded florals?

Do and Don't: Selling Signs

DO: Keep sign design consistent from storefront to back. DON'T: Mix poorly handwritten signs with printed ones. Keep them all professionally finished to ensure that perceived product values are not compromised.

Do and Don't: Lighting Displays

DO: Light displays properly. Spot on the brand, flood on the body forms. DON'T: Ignore the main display. Direct eye to the bust form by adjusting light to focus on it.

Do and Don't: Aisle Width

DO: Leave customers at least 3' of aisle space. DON'T: Can your customers even breathe in here?!

Do and Don't: Housekeeping- Inventory Replenishment

DO: This is a wonderful display. One that is not only fully merchandised but invites customers to buy in multiples- a top, a jacket and pants. DON'T: Don't leave a selling opportunity unutilized at any moment. What a waste of prime real estate!

Do and Don't: Feature Area Displays

DO: Present a clear story, one theme at a time. This has greater impact than displaying multiple stories.DON'T: Too much of everything, customers see nothing!

Do and Don't: Merchandise Adjacencies

DO: Pasta and sauce makes for an excellent multiple selling display. DON'T: Candies, nuts, feminine hygiene products, anyone?!

Retail Do and Don't: Customer Service

DO: Interact with customers. DON'T: Chit chat with co-workers while a potential buyer is in the store.

Do and Don't: Window Displays

DO: Create a window display showing an abundance of related merchandise.DON'T: A near empty window that is not only dark but also uninviting fails to attract attention.

Retail Do and Don't: Store Name

DO: Choose a store name that reflects your identity--be it locale, product selection, price point, etc. DON'T: This boutique neither sells umbrellas nor rain gear.

Retail Do and Don't: Lighting

DO: A combination of general and track lighting allows for a brighter store with accents on wall and floor unit displays. DON'T: Inadequate lighting fails to properly illuminate merchandise displays. This makes for an uninviting shopping environment.