| Going the extra distance with the display and
merchandising of product throughout your store can not only impact immediate sales but can
also help you create an identity and ambiance that work to build a loyal customer base.
Unless you have a strong sense of design, this area of your business may seem confusing.
This Display and Merchandising Guide was designed to help demystify the basics of this
important facet of your retail business by offering you new ideas and tips for general
signage, directing traffic flow, product merchandising, lighting, props and fixturing. We have grouped our information by general topics,
some of which include application ideas for both the windows and the interior of your
store. Be sure to read through the whole guide for ideas that work best for you.
In addition to creating visual excitement,
remember to keep the five senses in mind when laying out your store. For instance, music
related to your store concept and merchandise selections will help create an overall mood.
Aromatherapy can work wonders; introduce a light scent such as perfumes or potpourri
(remember to keep the scent light, a heavy odor can drive customers away). Where
appropriate, allow your customers to touch and "experience" the merchandise.
Before you begin to adjust the design,
display, and merchandising of your store you must have a clear understanding of the image
you wish to project.
To do that you will need to understand the
demographics of the community in which your store is located. What age groups are
represented? What is the average income? What lifestyle do they live or aspire to? What
interests do they pursue? Within that community you should identify the type of individual
you hope to appeal to and gauge whether the population base can support the sales volume
you need to succeed. Look at competitors within your market to see if there is a void you
can fill. Whatever approach you take, a better understanding of who you are appealing to,
and the message you wish to communicate, will make your displays more focused, more
effective and easier to create.
To give you a more hands-on sense of how to
display product, be sure to shop at other stores. Whether or not the stores you visit
carry like product, a trip through your local mall can offer adaptable ideas. When you
browse through the many catalogs that reach you through the mail, look for ideas.
Vignettes and presentations pictured may be duplicated or trigger an idea for a fabulous
creation. Lastly when attending our shows, don’t forget to note the innovative
exhibit display techniques you see, participate in one of our Retail Tours or attend a
Merchandising and Display seminar.
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