Do: Testers are Always Welcome

Ever been to stores that sell perfume wherein all the bottles are locked up in a glass cabinet? How do they expect customers to be attracted to the products when the displays are uninviting? 

 

The photo in this week’s blog shows one that caught my attention. All the products displayed below have a corresponding tester on the top shelf. The shelf height is a little below chest level and thus easily invites one to try the products. The absence of a sales associate in this case made the displays more welcoming as I knew I could play to my heart’s content without any interruption— and PLAY I did!

 

Do and Don't: RMU Romancing the Customer

I often see the sad state of displays whenever I shop. I feel sad for the beautiful products that are just placed haphazardly as if the owner didn’t care. Even marked down pieces deserve a nice set-up.

 

DO: Retail Merchandising Unit Display (RMU)

The display is given structure and several design elements are utilized. There is direction, there is shape and there is an appeal to customers to interact with products. Items are also grouped by design.

 

COULD BE BETTER:

Nice ceramic bathroom accessories are just placed on a shelf without thought for design and display appeal.

Do and Don't: What's Your Statement?

The front area of the store is crucial in that not only do they contain the feature display, they also communicate to customers. What do they convey? They inform shoppers of what’s new, making a fashion statement of who the store targets and hopefully grab that customer deeper into the shop.

 

DO: A good statement up front conveys the store’s fashion story, target customers, expected price points. It is appealing and invites customers to explore further.

 

DON’T: What happened here? Is the store closing?

 

 

Do and Don't: Cubes? Who Knew?!

I mentioned in a previous blog that mannequin displays are appealing when they eye hits near the chest area. But what about kids mannequins? How can they be boosted higher closer to the eye so it hits the right spot?

DO: A great kids mannequin display! They are stacked atop cubes of varying heights giving the display an appealing and inviting look.

DON'T: Placing the kids bodyform on the floor is just too low. The customer has to probably bend down on their hands and knees to see the detail of the clothing being promoted.

Do and Don't: The Right Fixture Makes The Difference

I am not sure what shopkeepers are expecting when they place teeny tiny items on the floor. Do they expect customers to kneel down and browse through them?!

DO: Products are neatly displayed on a nesting table. Display strategies implemented make this set-up appealing. I did one project wherein I exchanged gondola units to nesting tables and their sales went up 37% without changing inventory. Amazing what fixture can do to sales!

DON'T: When merchandise is stacked atop one another in a glass unit, there is hardly anywhere the eye can stop. There are advantages to a glass unit such as allowing the light through the displays, however the one pet peeve I have about these units is when it looks like products are just crammed in. Very unappealing, where's the romance?