Tips for Top-Notch Displays
In Joseph Weishar's world, there's no crummy merchandise, just crummy
ways of showing it
Bread-and-butter merchandise doesn't need to look boring, says store
planning and display expert Joseph Weishar, owner and founder of New Visions
Studio, New York City. At a speech during the recent GlobalShop, a trade
show for the retail display and store fixturing industries, Weishar gave
- Glamorize your basics. Creative
arrangements can give staples such as bangle bracelets a whole new appeal.
Weishar showed a photo of an appealing display of pyramid-stacked bangles
against a faux gold-brick backdrop from a Turkish jeweler. "There's
no dumb merchandise; only dumb presentation," Weishar says.
- High-maintenance displays can enhance your
image. Nordstrom creates intricate patterns using stacks of
shirts laid out on tables which require constant attention one out-of-place
shirt ruins the effect. Because the displays are nearly always perfect,
customers get a subliminal message about Nordstrom's attention to minute
- Observe the law of interrupted patterns.
Customers' eyes will be drawn to the object in a series that is different
from the others. Weishar's example: an apparel store hung a horizontal
row of straight ties, with one bow tie, above several vertical shelves
of shirts. The bow tie grabbed attention and to spur sales of the other
shirts, the store simply moved the bow tie to another row of shelves.
- People are anatomically programmed to move
to the right as they come through the door. They first scan
the store from left to right, then walk to the right (80% to 90% of the
time), usually at an angle of about 45°.
- Keep your advertised items in view.
Customers won't buy anything else until they've found what they came for.
- Space equals quality. Products
crammed into a showcase are perceived to be of lesser quality than the
same items arranged with space around them.
- Be wary of display bloopers. Weishar
showed photos of what can happen if you aren't: a gloved hand adorned with
a ring was stuffed so badly that it looked gnarled and arthritic; a slip
guaranteed not to cling didn't even to the bosom of the mannequin
wearing it; another mannequin held in its upraised hand a "sale"
sign, with a finger extended toward the viewer in a gesture not conducive
to good customer relations.
Copyright © 1998 by Bond Communications.