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.