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Creating an attractive display
Market research by advertising agencies has demonstrated that the vast majority of consumers pay very little attention to newspaper or television advertisements. As a result, they are seldom exposed to the various products available on the market. Store displays play a major role in this process. Since most people do is shop regularly, store displays have become a very effective advertising tool. tore displays serve the dual task of adding a promotional element and providing a space to display products. Creating an attractive product display can draw the customer in, promote a slow-moving item, announce a sale, or welcome a season. If your store front is fortunate enough to feature one or more windows, then you have one of the most proven (and least expensive) forms of advertising at your disposal.
Store displays are fixtures where commodities can be displayed. They work equally well in a large retail apparel chain stores, small gift shops, jewelry stores, boutiques, golf pro shops and bookstores. Some stores located in a mall or other structure may lack windows, but don't despair. There are many places throughout the store to build beautiful displays. Take a look at the flow of traffic in your store. Are there any areas that are a focal point for customers?
Your local community may have individuals or visual merchandising companies you can hire to dress your windows, but if you're concerned with saving money, the following tips will help you create an attractive display.
Plan the Display
Take time to plan the display. Consider what you want to accomplish, develop a budget and determine a central theme. You may even want to sketch your display on paper. Gather your visual display tool box, the merchandise and any props. Make sure all materials and location (tables, windows, racks) are clean. Choose a slow time of the day or build the display after hours.
Elements of Effective Visual Merchandising
• Balance: Asymmetrical rather than symmetrical balance with the display.
• Size of Objects: Place the largest object into display first.
• Color: Helps set mood and feelings.
• Focal Point: Where product and props/signage and background come together.
• Lighting: Should accent focal point, if possible.
• Simplicity: Less is more so know when to stop and don't add too many items.
Once the display is finished, add appropriate signage. Take photos of the display and keep record of the product sales during the display's existence. Save your information in a file folder for easy reference. By documenting its success, you can re-create the display next year or if it flops, you can make sure you don't repeat the same mistakes.
Like any other aspect of retailing, creating an attractive display takes a little skill and lots of trial and error. Therefore, keep working to strive to get the “best of the best”.
About the Author: Barnes Newton is a professional retail display specialist and teaches store owners how to gain profits from proper Store Fixtures and displays.