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: IF You Have to Really Use Slatwalls

DO: Did I ever mention I like slatwalls the least? However I do understand retailers preferring them for their versatility. However I believe there are several other fixture options to attaining the same versatility without sacrificing the look. At any rate the photo above is a DO if ever slatwalls are used. Not only is it in wood veneer, it also uses metal slat inserts that reinforce the wall and at the same time lessen the impact of horizontal lines. Filling the wall with merchandise also make the repeated patterns of line less obvious.

DON'T: This wall is a no-no. The white slats make the repeated pattern of horizontal lines more pronounced and thus I feel that it catches the eye more so than the products. Here, the wall actually devalues the very products merchandised on it. What else can be improved aside from too much negative space? Pots and pans with framed pictures? What kind of an adjacency is that?

Do and Don't: Am I Really THIS Short?!

DO: I love how open display items are so reachable and invites customers' touch!
DON'T: Funny story here- I needed to buy the loofah sponge on the top of the column. The step ladder the shop provides couldn't even reach that height. And of course, there is no sales associate around to provide assistance. When I finally found one, I had to wait a full 8 minutes so they can wheel in a taller ladder. Why all the fuss? Why not just display vertically instead of horizontally so all items are reachable?!

Do and Don't: For the Vertically Challenged

DO: I like how merchandise is displayed vertically from top to bottom rather from side to side. This introduces customers to new products as they scan left to right. Best of all, for vertically challenged people like me, I can access any product.

DON'T: Well, more in the 'category of could be better' than a real don't. Depending on customer height, the brown boxes will sell faster than the gold ones, which can only be reached when I tippy-toe.