Page 235 - DMGT550_RETAIL_MANAGEMENT

Retail Management

Notes Creating Attractive Displays

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.
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.

Visual Display Tool Box

Before designing a product display, put together a visual display tool box to keep on hand. By
having all of these items in one location it will save time in actually preparing the display.

1. Scissors, Stapler, Two-Sided Tape, Pins
2. Hot glue sticks and glue gun
3. Monofilament Fishing Line
4. Tape Measure

5. Razor Blade/Utility Knife
6. Hammer, Nails, Screwdriver, Screws
7. Notepad, Pencil, Marker
8. Signage, Sign Holders

9. Glass Cleaner/Paper Towels
10. Props (Non-merchandise Items)
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

1. Balance: Asymmetrical rather than symmetrical balance with the display.
2. Size of Objects: Place the largest object into display first.

3. Color: Helps set mood and feelings.
4. Focal Point: Where product and props/signage and background come together.
5. Lighting: Should accent focal point, if possible.
6. Simplicity: Less is more so know when to stop and don’t add too many items.

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