Expert Advice – How to perfect a window display

 

‘Windows of Opportunity’

 

Store Layout & Merchandising

 

 

Once a shopper has passed through the doors he or she is on the selling floor, and then that’s where good store layout & merchandising can make or loose sales.

 

You have already interested the customer in your products by the window display they now want to be seduced by the story continuing inside.  Unfortunately many retailers forget this fact and cram everything without any real thought.

 

Fashion retailers are not the only shops to forgo this fundamental basics of merchandising, supermarkets seem to be unaware of presenting their stock especially fashion items in a though out concept.

 

At this time of year stores are bringing in Christmas merchandise and adding seasonal aisles to accommodate these products.  But if there is not enough depth or quantity it becomes bare and fragmented and looses its message.

 

To keep a store looking fresh you have to continually move the stock around, when you walk into a shop the 10-12 feet is the impact zone, you do not want to over do the display or merchandise here, this is your front and centre display which should connect with the displays in the window and continue the theme.

 

A table or t-stand with 1 or 2 mannequins and promotional marketing, this should be changed weekly or with your window swaps – promotional products or slow moving items.

 

 

 

 

 

 

If your shop is small, large fixtures will swamp your floor space, but you do need t-stands and free standing showcases or wall racks but try to keep away from circular fixtures they may hold a lot of stock but it’s not creating a look or theme for your products, and looks permanently like a sale area.

 

Try not to use just bars on your wall fixtures try facing out products to create outfits so you have: 2 types of top, x2 trousers, x2 skirts in a colour theme, this creates a complete look and will encourage multiple buys.

 

The back of the shop is again a key merchandising area often forgotten about or becomes a sale area which is a shame; you need to continue the theme throughout your shop space.

 

 

Remember a store without fixtures – is a store that is not finished!

 

 

 

 

Written by Paula Arkell Retail Consultant