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: The Perils of Live Mannequins

DO: This example of a window display using live mannequins show professional models working their best to create interest in the store and their products.

DON'T: This female model is indeed creating interest, just not in a positive way. I do feel bad for her, however she is supposed to promote merchandise, not show how tired she is.

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.