Expert advice – How to perfect a window display

 

‘ Windows Of Opportunity’

 

Interior Displays

 

‘Nothing is harder on your laurels then sitting on them’

 

In a week when Tesco has announced bumper pre-tax profits of £2 billion and an annual turnover increase of 12.4%, the brand is anything but sitting on its laurels, however the consumer wants more than just competitive prices.  They want a great in store experience, well merchandise stock, that’s fresh looking and interior displays and promotions to attract the eye.

 

In pervious articles I have discussed:

 

• History of display


• Sale windows


• Composition and ideas


• New season collections

 

 

But Visual merchandising encompasses four elements:

 

1. Visual Image of your brand to the consumer (external marketing)


2. Window display (eyes to the soul of your store)


3. Interior display & store layout


4. Sales staff

 

 

When all four aspects of Visual Merchandising are combined you get the true meaning of VM in its ‘MARKETING SENCE’.

 

Ultimately VM is SILENT SELLING

 

         

 

         

 

 

A retailer to watch out for its innovative window displays and interior merchandising is Tchibo.

 

Started in the 1950’s in Germany as a coffee merchant, at the time coffee was still a real luxury so instead of selling it in paper bags they produced plastic or tin containers.  Customers were happy to re-use these items to store other things in and demand grew so gradually Tchibo added other kitchen related products to there range of merchandise.

 

Since the mid 1980’s phase sales began, with product offers linked to a central theme that changed every two weeks.  Now the products change weekly on a Tuesday with stock continually being merchandised and moved accordingly.

 

The catalogue they produce shows what will be in store the next week, with limited amount of products the customer has to make an instant decision to buy as they know that the range will be gone in a few days later, this is real supply and demand.

 

 

Interior Displays & Hot Spots:

 

• When thinking about internal displays you must think about the theme used for your window display and continue this.

 

• If you can place a small display at the front of your store as the customer comes in 1 mannequin/table or a stand, the first 10-12 feet of a store is prime selling space.

 

• Utilize your cash desk customers spend a lot of time waiting to pay and you can add on sales this way.

 

• Don’t forget back walls – and near mirrors these are all key selling areas.

 

• Think about the product you are promoting if it’s an expensive knit lay it flat/or folded with tissue on a table and use a half mannequin to show it of and use added accessories.

 

• Finally keep an eye on your stock levels in these key areas, they get shopped quickly and can look fragmented and bare if not replenished continually.

 

 

Paula Arkell M.A Retail Consultant