Expert Advice – How to perfect a Window Dispaly

‘Windows of Opportunity’

 

Practical Ideas & Advice

 

‘A well informed employee is the best sales person a company can have’ EJ THOMAS

 

Over the years I have worked with many retailers & wholesalers on window & interior displays, and a winning display always starts with the basic four principles of:

 

1. Good products


2. Simple effective, uncluttered displays


3. Preparation


4. Educated sales staff around the products

 

 

The best windows can loose sales with staff who are not informed of the new products & promotions a display brings.  As I have mentioned before a good sales person is your no1 selling tool.

 

Everyday have a quick meeting with your staff discuss best/slow sellers and actually walk the floor – this is the best way to see if the stock needs to be re-merchandised or moved.  Also walk the stockroom & check what stock you have if you are running a promotion make sure you have enough units to support this.

 

Keep in contact with your brands Agents/Sales Reps let them know if a product is performing badly or is a sell out.  A good Rep is worth their weight in gold as they will let you know about other boutiques in your area who may stock the same merchandise and how well they are doing & if any trends are happening.

 

Take a look at your contract you may be able to do a sale or return on a small percentage of your pre – order.  This really works for themed windows and more expensive products.

 

Do check your invoices carefully sometimes when you re-order goods they may have sold out and will send you the wrong colour or doubles on a previous order, you do not have to accept this contact the sales office right away.

 

Keep a style book of all the brands you have ordered and a plan on where they are going to sit in the store keep this somewhere easy to find.

 

 

 

 

                            

 

 

 

 

 

So now you have planned your display selected the products, ironed them and grouped together your props & marketing.

You now need to build your window but first you need to check you have the right tools kit for display building:

 

 

TOOLS FOR DISPLAY KIT:

 

DUSTERS (for cleaning up after the old display and cleaning the window)

DUST BUSTER (small vacuum cleaner)

TACK HAMMER (remove staples)

STAPLE GUN

DRAWING PINS           

SELLOTAPE      

PLIERS 

SCREWDRIVER

HOUSE HOLD STEPS/LADDER

SCISSORS/STANLEY KNIFE

NYLON THREAD (for suspension)

A SELECTION OF HOOKS, EYELETS, SCREWS

PAPER CLIPS

ALLEN KEYS

CHAMOISE LEATHER (clean inside and outside of window)

COTTON GLOVES

SPARE LIGHTBULBS

FUSES

SCRAPER & RULER (getting air bubbles out of window marketing)

DIGITAL CAMERA

 

 

TOP TIPS:

 

 

1. The first step in window installation is to remove the existing display, window swaps should only be done before the store opens.

 

2. Undress the mannequins, remember to remove all pins and take down the marketing.

 

3. Remember to vacuum & clean the windows make sure all props are removed and stored safely.

 

4. If you can iron and place stock onto a running rail or better still dress & style the mannequins in advance.

 

5. Do not over do it with pins, use the correct size, use tissue paper to shape arms.

 

6. Adjust the lighting – do this before the bulbs get to hot, replace blown bulbs.

 

7. Lastly go outside and step back – what do you think?

 

8. Finally take a photograph to keep in a file for future display ideas.

 

 

 

 

Paula Arkell M.A Retail Consultant