Do and Don't: Directing the Eye through Lighting

I love it when stores use lighting to create drama and attract the eye. Not only does it say that the products highlighted are special, they also lead the eye to the area the store wishes to promote. What a simple way to influence shopping behavior!

DO: Using different levels of lighting, this shop uses the brightest lights to bring the eye to a feature display.

 

CAN BE IMPROVED: Although the idea of a back lit is good as it attracts the eye to a specific location, it also darkens the very merchandise the shop wishes to promote.

 

 

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: 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?

Do and Don't: $500 Sitting Atop a Box?!

Shocked I tell you, I am shocked to see a $500 item sitting atop an inventory box. Is retail space in such a premium that a shelf could not be spared? When I buy something that costs $500, I almost expect my heels to sink in some lush carperting with nice ambience surrounding me.

DO: The display informs customers of what price to expect to pay. In this case, mid price point is what I guessed these dinnerware to be and indeed, they are. Besides price, the display also gave me ideas on how to display them at home and the different items I can add to make my dinner table more appealing.

DON'T: $500 for this set? That's highway robbery! That is what most people will almost say when seeing this set sitting atop its carton box. Now if only it was displayed properly, I may find the $500 set a good value.

Do and Don't: Cosmetics is STILL a Mini Luxury, Isn't It?

I subscribe to the belief that merchandise should be supported by the platform it is displayed on to ensure product values are uphelf and most of all, to make them appealing. Isn't that what retailing is all about? Making things begging to be bought?

DO: The right point of purchase display makes the difference between products sold right away and those that remain sitting in the shelf for a long time. Although this is an extremely popular price point, the display continually sells to the customer.

DON'T: I feel bad for the seller of these celebrity endorsed lipsticks. They do not deserve to be presented in a brown corrugated box. Infallible? I think not in this case.

Do and Don't: Missing Bottoms

Mannequins exist to sell products. They are there to grab customer attention and invite them in for a closer inspection. As with anything in retail, attention to detail is crucial in grabbing the RIGHT attention.

DO: I appreciate how the mannequin is dressed and the clothing displayed on it can be immediately found merchandised behind it. Makes shopping a breeze!

DON'T: Where's the bottom of the front mannequin? This surely attracted attention, but the wrong kind. I noticed customers noticing it not for the clothing displayed, but rather for the lack of it. Imagine little boys laughing so hard.

Do and Don't: Housekeeping is MAJOR

I understand how store can be busy and when delivery comes in, it adds to the chaos. However, is it acceptable at any one point to line boxes along an aisle, thereby blocking access to merchandise? Isn't that lost sales?

DO: Clean clear aisles are inviting and does not deter customers from coming in despite the line up at the cash desk.

DON'T: No room to store just delivered inventory? Maybe stacking them up closer to the back will minimize hindrances and allow more access to products being sold. Besides, these are trip hazards and the last thing retailers need is a lawsuit.

Do and Don't: Amazons Viewing Windows

When displaying merchandise in a window, what is the ideal height? I always thought that its always best when the eye hits the chest area of the mannquins or close to the main feature of the clothing being promoted. Now the question is whose eyes? Someone who is 6 ft. tall or someone less than 5'5"?

DO: I like how the mannquins are just the right height, with my eye hitting the chest area. The lighting also hits this very area, hence drawing the eye to the spot. The strategy of repetition is successfully implemented and indeed makes an impact.

DON'T: I do like the repetition but my eyes hit near the knee area of the jeans. Viewed from afar, this height may be ok, however at that distance one cannot see the jean details. Besides the negative space below is too jarring isn't it?

Do and Don't: A Window is NOT a Stockroom

It never ceases to amaze me when retailers fail to treat their shop windows with the respect it deserves. What a wasted opportunity– a chance to attract attention and sell the very merchandise on display. Too bad!

DO: With space at a premium the window is used as an introduction to what customers may expect inside the store. What an inviting display!

DON’T: This picture says it all– how the retailer simply must not care anymore. It does not matter whether one is a discount retailer or even a resell shop. Merchandise must be treated with dignity or else customers fail to appreciate its value.

Do and Don't: The Power of Light

Ever wonder why some stores attract more customers while others have customers passing them by? The not so secret secret? Well-lit spaces! Bright areas attract the eye, hence hard to ignore. Well-lit stores often follow the ABC of lighting- A for the brightest spots which are the focal displays and task lighting including lease lines; B for framing the walls and floor units and C just spillover lighting.

DO: Wow, what a nice and enticing display upfront! I am sure its effective in getting passers-by to come in as well. Did I ever mention that the brightest stores tend to attract the most customers? Lighting the entrance, especially the main focal display is sure to grab attention.

DON'T: Who turned off the lights? Lighting the entrance is crucial not only in getting attention but also in defining the start of the store experience.

Do and Don't: Brand Names on Windows

Ever been tricked into entering a store thinking they'd have an item they really don't? Doesn't that just tick you off?! That's what happened to me in this 'don't' photo.

DO: Brand names attract customer attention. In this case, the Hunter brand is supported by the Hunter rain boots displayed immediately below the sign. This makes shopping easy by informing customers the shop has the brand and as one can immediately see, carries an assortment of Hunter merchandise.

DON'T: Where's the Crocs?! I made the mistake of thinking (as I am sure others were led to believe too) that Crocs now make these pretty wedged sandals displayed in the window.  I was anticipating these super comfy sandals but when I got inside, I was informed that these very sandals weren't made by Crocs. So why label the window Crocs? Maybe it was a trick to get me inside the shop to try them on? Well, as a trick to get me in, it worked, but what a disappointment!

Do and Don't: Which Sells Better?

There are so many display techniques and styles around but at the end of the day, I think the one that wins is the one that sells the most.

Which of these two display styles do you think will sell more?
DO: Each shelf is merchandised exactly the same way with small items flanking taller items creating a triangular effect. I prefer this display in that as customers shop, moving from left to right, they are offered a new product (still within the same category). Talk about silent multiple selling!

DON'T: This isn't really a don't, more of "can be improved". The good thing is that smaller items are placed eye level for easy visibility. However, the drawback is that more customers may purchase the smaller lower margin items than the large bottles displayed on the bottom shelf.

Do and Don't: Light Up!

Do you know that the brightest stores catches the most eyes? Ditto with the brightest spots inside a selling space, hence features and focals gets the most light. I am not saying to equally light up the entire floor, as lighting when used properly, can create drama and lead the eye from one point to the next. That is why I often feel bad for stores who are not aware of this. Not only are they losing "eyes" they are also losing sales.

DO: A nice bright clean window display attracts a good amount of attention. The lighting is bright enough to fight the outside glare so merchandise on display is easily seen. Not only does this window display attract attention, I also notice customers walking in looking for a specific piece they saw in this window.

DON'T: When a space is dark, most customers often ignore it. Such a waste of a great opportunity to showcase the shop's merchandise. It was difficult to take a good photo of this window due to the reflection from the main mall corridor. I had to struggle to find an angle that shows the merchandise best. The reflection of brighter things across this window is more dominant than the very products being sold.

Do and Don't: Do you walk looking up?!

Its funny how some retailers assume customers walk with their heads tilted up. This is evident in the signage they install not only in their shop windows but also inside the store. Some stores put up their signs too high with small print that I am not sure whose attention they expect to catch. Don't they realize we humans walk looking forward, turning our heads comfortably 45 degrees left or right? I say 9' high as their highest is good for directional signs as we expect to look up to search for directions (e.g. exits, washrooms, etc). However for large store signs, I say 6-8' high is workable. For signs that announces an event with small print, don't you think eye level is best?

DO: This is a good height for the shop's announcement poster (left). Its easy to read and one can't miss this.

DON'T: Does the store really expect customers to notice this sign while walking past this window? Much less, read it? It might be my age or the reflection from the mall lighting  but I tried reading the sign's small print and no matter how hard I try, I simply could not.

Do and Don't: Window NO NOs

When small stores need the window space to merchandise products for sale, one way to create this set-up is to group things by colour within a category to make it look like products belong in a single theme.

DO: With multiple items from different suppliers, this window still maintains its integrity simply by being grouped by colour. The large clear vases on the right most of the top table was filled with coloured water that matched the overall colour theme.

DON'T: Avoid displaying item together that have no relation to its use. For example, footwear with Canadiana souvenirs, or baseball caps with formal wear brooches together in one window.

Do and Don't: When Signs Devalue Merchandise

DO: Not only is this sign's fabrication appropriate for the product being sold, the photo of the very merchandise "in use" makes it more appealing.

DON'T: So sad for there pretty jewelry pieces. They do not deserve to be treated this way, nor do they deserve the selling tags attached to them.

Do and Don't: When An Empty Space is A Wasted Opportunity

DO: A great focal display informs customers not only of what to expect inside the shop, but also makes a statement on price and value.

DON'T: A wasted focal display space! The statement this area is trying to make is incomplete and draws the eye to the wide empty wall space.

Do and Don't: Bugged by the Bag

In some outdoor city markets such those in Asia, where pollution and dust is a big issue, retailers will often have one single clothing item on display and the rest in their original plastic wrap. This is how customers prefer to buy them as they are assured of a clean garment and retailers do not mind as labour costs are not high. However in first world department stores and boutiques, retailers will have all the garments out to encourage customer interaction with the products, as well as promote self-service. When customers see items in bags, they immediately think back stock and off limits to their inspection.

DO: Have all merchandise ready for display. This means removing them from their original packaging and tagged with the right information. Clothing displayed this way encourages customers to touch and buy the products more so than if they are covered in plastic.

DON'T: Yes, this is the top shelf but these specific merchandise are not displayed elsewhere and I wanted to take a closer look at the gray sweater.  However with the plastic cover, my impression is that these items aren't for sale. Oh well, possible lost sale!

Do and Don't: Is MESSY Part of Your Retail Identity?

How much mess is acceptable? Some people say when a bin is messy, its a sign that business is good and there are tons of customers in the store. I agree- it is sometimes ok for bins to be messy- especially during busy times. However where does one draw the line? What about feature displays? Power wall displays? When does it become detrimental to sales?

DO: A nice inviting towel display is always a welcome sight. It conveys a well organized business who prioritizes upkeep of displays.
DON'T: Yes, I realize it can be busy at times, but on a Tuesday afternoon?! It is most likely from the weekend rush, and yet nothing has been done since then? When is cutting too much staff hours that it compromises business identity ok? Talk about devaluing products.