On a recent trip through Asia, I spent a fair amount of time walking through various malls. Of course, as usual I saw a lot of window displays that I thought were weak, but I was surprised this trip how many were astoundingly good, and this image is of a main front window display for a Bench clothing store. I spent quite a lot of time in this store, and this merchandising standard was maintained throughout the shop, with imaginative and creative displays in all departments. The theme was “summer”, and lots of props were used very effectively to add a bit of life to the displays.
Also, it was clear that the lighting had been adjusted properly to suit the displays, something I always pick up on, and more often than not I notice it’s not quite right. I know that once the display is completed, the merchandisers and staff are often in a hurry to clear up and getting out the ladder to adjust the lighting is often forgotten. But, it’s actually one of the most critical steps in creating a good display, and can make the difference between a good display and a stunning display.
Now, I know that many retailers of the size we deal with most commonly, don’t have dedicated staff to create displays, and everything has to be done by a relatively small store team, but as usual with retail, detail counts, and window displays are one of the areas that this applies to more than anywhere else. I feel it’s something that a lot of stores, both large and small, let slip sometimes, but it really can make the difference between a customer coming in through the door or just walking on by…so go on…take a look at yours right now, and try to give it a critical appraisal.
One of the things we can perhaps do to help you on this, is to include a critique of the window and or internal displays in mystery shop reports. Give us a call if you’d like to have a chat about this or any matters retail: Jim Campbell: 0749 223 123