DO: Backlighting is a great strategy to attract customer attention and drive them to a specific area. However, additional lighting in front is needed to balance the bright back wall.
DON'T: See what I mean if the front is not lit and only the back is? While this may marginally work for items such as eyeglasses/sunglasses, other merchandise displays fail when the product face becomes dark especially solid items such as the branding sign seen here.
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.