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
You really make it seem so easy along with your presentation however I to find this topic to be really one thing that I feel I might never understand. It sort of feels too complex and very broad for me. I’m having a look forward on your next put up, I will attempt to get the cling of it!
Merchandising is a simple concept often made more complex than it needs to be. I feel that window displays, in particular, are often a trade-off between what you want to push and what works well from a display point of view. There are basic rules, of course, but sometimes it just comes down to a touch of creative flair. It’s important to get it right though, and sometimes it’s worth getting someone in if you’ve no-one on your staff who can do it. Many years ago, I used to “borrow” a girl from a shop a few doors away from us who had a real creative flair. I know a few small retailers who have brought in relatives to help out on that front too. At the end of the day, people can “learn” the basics, but the real creative flair is, I suspect, something you either have or don’t have.
Best of luck.
Hi, thanks for your article. Yes, I think you’re quite right about the lighting. My store has two windows (we’re a corner unit), and although the staff had done a nice job of the displays, ten minutes spent adjusting the lights to highlight some of the key products we’re trying to push made a big difference to the impact of the display. Thanks for the tip. I suppose we actually knew this, but sometimes it just takes someone to remind you to make the finishing touches.
Allan
I agree with you Allan; I’m reminded of something an old boss used to say: “if we all did the things we knew we were supposed to do, we’d all be much further on in life”.
Glad to be able to help…thanks for visiting the blog.
Jim