Do and Don't: If you can'ts spell it...

This week's entry is just a DON'T photo. I think it speaks for itself and need no further introduction. It simply violates to many guidelines- from hand written signs to spelling and most of all, in devaluing the very product being sold. Enough said!

Do and Don't: Show me the Light!

DO: Darkened areas can make a store look dramatic. In this case, eyes are drawn to feature highlights such as the focal display right at the centre and makes the power wall products visually pronounced. DON'T: A darkened area just because the lighting is inadequate or out of order is hardly the way to sell prestige cosmetics---Especially when customers are invited to test the products and see how it looks against their skin.

Do and Don't: Its a Trap!

Ever decide NOT to walk into a shop because it looks like there are no exit pathways? Funny how some retailers fail to realize that the more crowded a space is, the less likely customers will penetrate that selling space.
Customers do not want to feel trapped and unable to quickly exit any space.
DO: Front the storefront, customers can see that all areas of the store is readily accessible. The floor design itself makes the circular racetrack evident. DON'T: Avoid creating dead-ends like the shop below. I realize that at times, inventory levels are high, however it is still vital that customers are able to easily navigate the entire store.

Do and Don't: Can't See!

GIVEN the choice, will customers still fully penetrate a selling space if they cannot view the shop or will they simply walk past it?
DO: A beautiful display setting that leads the eye from the front low table to the way to the back wall. Guess which direction customer traffic will go? They will surely visit each unit from the front to the back! DON'T: Too bad the front unit is loaded with too much merchandise that it hinders sightlines to the rest of the shop.

Do and Don't: Are we out of stock?

DO: Product intensity at a prestige shop is less, to correctly convey high price point, high value and its exclusivity. DON'T: A popularly priced gift shop should intensify its merchandise display to maintain a consistent message of its price point and target market. The photo below shows the store to be sadly lacking in inventory.

Do and Don't: Crouch to Browse?

DO: Shopping for bags is a breeze in this display. All bags are front faced, making it easy to view. Height levels are great as customers need not reach too high nor bend too low to access the products. DON'T: Bags hanging on a waterfall below waist level?! Viewed from a normal height, one sees only the tops of the bag straps. Is this store really expecting customers to crouch down to browse through the selection?

Do and Don't: Multiple Selling, Anyone?

DO: A great display shows bags of similar price points and end use. To top it off, the store merchandised the bags with coordinating shoes. Multiple sales, anyone? DON'T: Evening bags displayed alongside backpacks and everyday bags? This display would've been better if they segregated a section for evening bags, one for backpacks and one for everyday shoulder bags. Shopping would be easier and the display a lot more organized.

Do and Don't: Where's the Romance?

DO: What a beautiful and eye catching jewelry display. Not only is the display eye to waist level, the message is conveyed through a fairy tale story. Makes me wish upon a star for the necklace on display. DON'T: This jewelry display is simply too low. Right at eye level, one sees a blank wall. There is also nothing special displayed, just a mass merchandising presentation. Where's the romance in this?

Do and Don't: Is It Me or Is It Dark In Here?!

DO: Lighting each shelf over and above general store lighting is a great way to make products more visible. DON'T: While there seems enough ambient lighting, shadows and dark areas abound especially on lower shelving displays. This causes a visibility issue and thus makes the products harder to sell.

Do and Don't: Give me a path to walk on

DO: Have a defined layout that allows customers an unobstructed path from the front of the store to all the sections at the back. Identifying strike zones and power wall locations minimize challenged areas. DON'T: When there is no path for customers to follow; and when whatever path there is left to walk on is blocked, shoppers tend to BOOMERANG out of the shop- pretty much what happens to this store below.

Do and Don't: I Really Find Slatwalls Unappealing to the EXTREME

DO: Products deserve to be displayed in the most appealing way. These fixtures provides a showcase that enhances perceived product values. DON'T: I really find slatwalls unappealing to the extreme! These are beautiful gift items totally devalued by the slatwall. To top it off, the repeated patterns of line in the slatwall overpowers the merchandise display.

Do and Don't: I like 45' Angles

DO: I like how the angled displays greet customers as they walk this aisle. It makes for an eye catching display and makes both product and price easy to see. DON'T: Well, this really isn't a don't, rather after seeing the 45' angled display above, this flat linear display becomes less appealing.

Do and Don't: What a Waste!

DO: Ensure that every opportunity to sell is taken advantaged of. In this case, not only is there an attractive price point sign, a monitor is added to engage customers. It provides not only product information but also emotional appeal to shoppers at the point of purchase. DON'T: What a waste of selling opportunity. Not only does an empty sign stand convey lack of attention to detail, it also becomes a shopping hazard! This is a lawsuit waiting to happen.

Do and Don't: Nothing Simple in Garbage

DO: At closing time, bringing garbage out for pick-up in clear plastic bags is a good step in keeping shrinkage down. DON'T: Using store's shopping bag as garbage bins is a surefire way to encourage internal theft.

Do and Don't: Fixtures that OVERpower Product Displays

DO: If you are already stuck with slatwalls, use a fabric or plastic/card board background that runs vertically. This breaks the horizontal lines and will better highlight product displays. DON'T: Slatwalls offer flexibility in displays. However so do slotted standards and these do not have the very distracting repeated patterns of line that overpower product displays. The only time a slatwall looks good is if it is filled with product and one hardly sees the slatwall.

Do and Don't: Raw Chicken and Chips

DO: Pasta sauce and pasta, a combination made in heaven. DON'T: I know they're not on the same gondola but really?! How appetizing is it to buy crunchy chips after viewing raw chicken?

Do and Don't: Windows as Selling Opportunities

DO: Windows are a great opportunity to commence the selling process. Take this opportunity to dress mannequins in the latest arrivals and entice customers to come in for a closer look. DON'T: Apart from being bare, this window mannequin gets the wrong kind of attention. This also shows lack of attention and care for business.

Do and Don't: Signs that Enhance Product Values

DO: Premium ladies' fashions requires signage that supports its image and identity. The Jones New York sign above shows how sign fabrication enhances perceived values of clothing displayed. DON'T: Really?! Orange with black and white, with super exciting background superbly fails to convey the clothing line's exclusivity and premium quality.

Do and Don't: Easy Access to Selling Spaces

DO: Create mini racetracks in tight spaces. This ensures smooth traffic flow. DON'T: Avoid boxing in a tight space. I was not sure who the shop owners think will jump over fixtures to shop this space.

Do and Don't: Access to the Store

DO: Ensure that the shop is presentable and ready for business during shop hours. All inventory boxes are taken away and out of sight. DON'T: leave inventory boxes around the shop, much less block the shop's main entrance.