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.
Natalie Tan provides clients with the tools to excel in their business. Over 20 years in specialty retailing and shopping centre management has provided Natalie with the expertise to offer innovative strategies to malls, retail shops and airport operators in maximizing their revenues. Natalie currently teaches Merchandising and Display Strategies at BCIT School of Business. She served as a member of Retail BC's Board of Directors and is a contributor to its publication, Retail Connections. She has been featured in Costco Connection and several other American publications, as well as guested at Vancouver's Breakfast TV. Natalie has also served on the board of directors of BC Shopping Centres Association.