"How can money be the root of all evil, when shopping is the cure for all sadness..." Elizabeth Taylor
It isn’t the big things that ruin us. That is definitely true of image. It is all the little things we fail to give attention to that rob us of success. Bobbie Gee
Five Golden Rules of Display
• Know your customer - set your displays to capture YOUR customers' attention.
• Don’t damage the merchandise - never pop damaged merchandise out on the salesfloor unless its in a dump bin.
• Realise your time limitations - when doing displays know it will take you four times longer than you were planning.
• Be willing to learn - gather inspiration from pinterest!
• Change your display often - weekly if possible. Just tweak it, change the focal points, colours...
Five Reasons for Displays
• Attract attention - get customers into your shop and focussed on your products.
• Arouse interest - hmmm, what's that? Can I use it?
• Create desire - I MUST have it. It will be perfect for ...
• Win confidence - Shop looks great, staff are knowledgeable and friendly.
• Motivate the purchase NOW - Right. I'm having it!
WHAM! Unexpected Delight Featured
It seems as though we are constantly faced with the issue of trying to find new customers. Most of us are obsessed with making sure our advertising, displays, and pricing all “scream out” to attract new business. This focus on pursuing new customers is certainly necessary but, at the same time, it can wind up hurting us. I believe our focus really should be on the 20 percent of our clients who currently are our best customers.
Focusing on the best current customers should be seen as an on-going opportunity. To better understand the rationale behind this theory and to face the challenge of building customer loyalty, let’s look at five customer types.
Loyal Customers: They represent no more than 20 percent of our customer base, but make up more than 50 percent of our sales.
Discount Customers: They shop our stores frequently, but make their decisions based on the size of our markdowns.
Impulse Customers: They don’t have buying a particular item at the top of their “To Do” list, but come into the store on a whim. They will purchase what seems good at the time.
Need-Based Customers: They have a specific intention to buy a particular type of item.
Wandering Customers: They have no specific need or desire in mind when they come into the store. Rather, they want a sense of experience and/or community.
Visual impact is a huge component of retail merchandising. Customers enteringmannequins a shop are greatly influenced by the visual information they gather in that first split second. One simple visual element, such as colour, can catch a shopper's attention and greatly affect their mood.
In today's ultra competitive marketplace it is of paramount importance that retailers understand the basics of visual merchandising.
Here are 10 visual merchandising tips to help you maximize your efforts:
Unlike the familiar saying, “Don’t judge a book by its cover” people do judge a shop by its “cover”.
The first impression a person is going to get of your shop is from its windows, the front door and the outdoor signage. Many a decision on whether or not to enter is going to be based on this first impression. Furthermore, if the potential customer does get by the cover and enters the shop, they must feel comfortable inside, or chances are they will walk right out.
So it is important that both the inside and outside of your shop are kept as attractive as possible. Both should reflect a personality and image that appeals to your target audience.
Think of your shop as you would of an impulse item.
You want the passerby to be stopped in his or her tracks by your windows and signage, and drawn right through the front door. Then, once the customer opens the door, you want them to be further drawn to your merchandise.
Start with your footpath or car park. You want it to be head and shoulders above all the other footpaths on the same street. If someone surveys the entire block from across the street, you want your entire package – footpath or carpark, shop and signage – to stand out from all the others. And don't forget to sweep!
Visual merchandising used to be about “making pretty”. Today it is challenged with making sales. It’s current status today is as a sales-supportive entity, which impactsLafayette Maison Paris store design, store signing, departmental merchandise placements + display, store atmospherics and store image.
Visual merchandising can transform a shopper into a buyer. It can increase the average dollar amount per sale. Effective displays teach shoppers about using multiple basic and accessory items to enhance and extend the use of their purchases. It’s not uncommon to hear a shopper say, “I’d like to purchase the entire display”. That’s silent selling at its best.
In-store displays should do the following:
communicate the latest trends and colours;
assist the customer in making a buying decision; and
create an exciting environment in the store
Retailers live or die based on one thing and one thing only - customer loyalty. While location, location, location is the mantra, and great margins help a lot, it is the repeat customer and word of mouth generated by loyal customers that drives true retail success.
It seems as though we are constantly faced with the issue of trying to find new customers. Most of us are obsessed with making sure our advertising, displays, and pricing all “scream out” to attract new customers. This focus on pursuing new customers is necessary, but, at the same time, it can wind up hurting us. Perhaps our focus really should be on the 20% of our clients who currently are our best customers.
This idea of focusing on the best current customers should be seen as an on-going opportunity.