DO: A strong merchandise story is presented not only through colour and theme but also sharing the same functional end-use. DON’T: Hardly a logical display! Clothing shown has absolutely nothing to do with home decor accessories surrounding it.
DO: All merchandise designed for the same end-use makes for a great display story—-in this case, mops and cleaning products share the same brand and end-use. DON’T: Products geared for use in the mouth are better off merchandised apart from items for intimate use.
DO and DON’T: CUSTOMER SERVICEDO: Approach customers to serve their needs. DON’T: Ignoring customers fail to maximize selling opportunities.
DO and DON’T: SEASONAL WINDOW DISPLAYSDO: A beautiful spring window reflects the current season. DON’T: This photo was taken in May. Graphics that depict a winter scene must be taken down by February at the latest. Merchandise displayed must also reflect the season’s colours.
DO and DON’T: SELLING SIGNS DO: Product values are supported when the proper sign design is applied. DON’T: A $500 item deserve more than a handwritten sign and better display platform.
DO: A warmer approach to lighting illuminates an inviting selling space DON’T: Lighting tailored for grocery and drugstores do not work well selling the romance of home furnishings.
DO: Ensure an open pathway for shopper traffic to easily penetrate your shop interior. Keep a minimum of 3′ for aisle space. DON’T: Blocking aisles with fixtures is a surefire way to discourage customers from fully shopping your selling space.
DO: A full display is not only inviting but also supports product values. DON’T An unfilled unit leaves a less than positive impression of the business.
DO: Products shown facing 30′ to 45′ from the main aisle are easily viewed by the passing traffic. If fixtures must remain in a 90′ angle from the main aisle, try angling displays on these units to face the oncoming traffic. DON’T: Products flush against the wall are harder to view from the main aisle.
DO: Merchandising by theme encourages increased sales per transaction. DON’T: Be cognizant of adjacent merchandise. This set-up fails to take advantage of multiple selling opportunities. Exercise tapes and watch straps, anyone?