by Rick Segel
- Don’t make customers bend, stretch or reach. Display merchandise so that it’s easy for customers to touch and examine. However, ... (read point No. 2).
- Where the eyes go, the feet will follow. If the design is eye-catching enough, you will see how customers will be drawn to the display and might even stretch or reach. They will do that if you make sure ... (read point No. 3).
- Color is king. If merchandise is placed by color, or if the background the merchandise is on is coordinated with the right colors, it will compensate for poor displays. Just look at a presentation of towels in a big-box store. It’s the color that sells you, not the product. Do not lose sight that a background color can bring together different types of merchandise. A store that has an all-yellow or white background with shelving that is the same color can make the merchandise pop.
- Change for the sake of change. We have all had experiences moving merchandise from one area of the store to the other, and customers say, “Hey, you got new merchandise in.”
- Guide shoppers. When customers come into the store, they will naturally go to the right. If you want them to go to the left, you must have a strong display to bring them there.
- Focus on the threshold. The most important part of your interior design and display is your “threshold area.” That’s the first 10 to 15 feet inside the store. This area should comprise the elements in point No. 7.
- Create well-rounded visuals. A display of the type of merchandise the store is best known for is No. 1, a display of some type of promotional offering to demonstrate price sensitivity would be No. 2 and, finally, signage that welcomes and highlights upcoming events.
- Use signs. Interior advertising and signage is the most underutilized tool in retail today. Signs are not just sale signs. They consist of the points in No. 9.
- Inform, sell, entertain and educate. Informative signs can give direction or tell the store’s policies. Selling signs offer price incentives or descriptive sell words, like “new” and “different.” And entertaining and educational signs captivate customers when they are in the store.
- “Wow” in the window while staying on budget. The best sources for great window design people are art students who want to create work for their portfolios. Contact a local art school for potential candidates.
Rick Segel, CSP, is a seasoned retailer of 25 years and the author of 12 books. As a Certified Speaking Professional, he offers keynotes, seminars, training sessions and breakouts covering every aspect of growing and running a business. Learn more at www.ricksegel.com.