Page 221 - DMGT552_VISUAL_MERCHANDISING

Visual Merchandising

Notes 7. Change it regularly: Imagine you are walking down the street. You walk down that same
street every day, past that same row of shops. Do you notice what is in the windows?
Suddenly something attracts your attention and prompts you to enter the shop. What has
made the difference? Probably, something has changed. Something is different from
yesterday and it is this change, even though it may be quite subtle, that has attracted you.
It is what has caught your attention and caused you to take action. However, if there had
been no change, you probably would have walked right by.
To catch the attention of your customers or prospective customers you must change the
windows regularly. The change does not have to be major or expensive – even small
changes are better than no changes. So decide to change something on a regular basis. Put
a regular date in your calendar or agenda and take some action.

8. Add lighting: Lighting could be the one key factor in helping you to increase sales. Did
you know that research has shown that, when you add lighting, it can increase sales by up
to 107%? Yes, simply adding lighting could more than double your sales. The reason is
that lighting attracts the eye and draws attention to the display. If 50% of all purchases are
made on impulse then that must be your primary aim.
A poorly lit display will seriously spoil all the hard work you have done in creating the
display in the first place.

Consider the effect you want from the lighting – the general overall level of light,
highlighting specific objects or areas of the window etc. Also, remember to consider
colour and movement. Lastly, in order to create the effect you want, take advice from a
specialist display company – a regular electrician may not have the specialist knowledge
needed.
9. Movement attracts: Studies by POPAI (Point of Purchase and Advertising Institute) have
shown that displays with motion can increase sales by up to 317%! Nothing attracts more
attention to a window than movement. There are many ways of achieving this, such as:
animated figures, props or mannequins, items on turntables, moving signs, scrolling
banners, lights moving or changing colour, computer displays or video projection.
Sit down and see how many ideas you can come up with. You will surprise yourself. There
are many things that can be done, even on a limited budget.
10. Interactivity: You may wish to allow your customers to interact with your display from
outside. This is guaranteed to catch and hold their attention. There are many “devices”
available which work through the glass of the shop window without any holes having to
be made. These range from movement detectors that will detect when anyone passes near
the window to touch-sensitive systems.
Almost anything can happen as a result - from flashing lights, sounds/music playing,
advertisements, videos, marketing information and even systems which will allow
customers to purchase goods when the shop is closed. If the customer has registered with
the shop in advance, using a “smart card”, allows personalised, one-to-one marketing
messages to be relayed to him/her, together with the ability to make transactions.
Reducing costs of digital systems now put this within the range of all. Contact one of the
specialist suppliers available and find out for yourself the dramatic effect this can have on
your business.

11. The 3rd dimension: Displays do not have to be flat. Think about using not only the height
and width of the window but also the depth. In other words, make your displays three
dimensional. Even if you are just displaying posters, they do not have to be in a straight

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