Building Professional Window Displays

How to Build Professional Window Displays...A Few Great Tips

Picture courtesy of Cloud Nine Pyjamas

Picture courtesy of Cloud Nine Pyjamas

Focus Attention

 Have you ever tried to persuade someone who wasn’t really listening? It doesn’t work.People only have so much attention to give. Show a customer one product and you’re dealing with 100% of their attention. Show them two products and you’ve got only half as much attention on each. That’s called splitting attention. And the more products you add, the worse the math. Some store owners violate this principle hoping that something in the window will catch the eye. In practice, however, the normal result is to catch nothing at all. So little attention is available for any given item, the average passer by sees nothing at all.On the other hand, there’s nothing wrong with grouping related products together and selling them as a package. 

Mask Distractive Background

 What else can the customer see through your window? If they can see into the store, you must ask yourself if this is going to enhance the overall effect or detract. Depending on the setting, this could go either way.If viewing above and around the display is distractive, if it looks cluttered, use a backdrop of some sort to wall off distractions. Cover the background panel in fabric or display vinyl. This could be a large panel, or even fire-resistant seamless photography paper. 

Keep It Clean

 A dirty or dusty window display lowers not only perceived value of the product, but also the integrity and control of store management. Five minutes with a feather duster can make a huge difference. Window glass is best cleaned before the display is done, using a solution of clear ammonia and water. Wipe edges with clean paper towels or newspapers. 

Present The Correct Quantity

 Now that you’ve selected an item and limited distractions, you need to decide how many products to put on display. This decision may pivot on price. Generally speaking the less involved the customer is in the purchase of the item, the more you may want to display a volume of the items on display. For example, a potato does not require a lot of thought on the part of a buyer, whereas an expensive watch does. So display only one of the watch, but offer potatoes in a huge pile. 

Elevate

 Get your items off the ground. To put something on a pedestal or platform is to glorify it. Remember the old idiom about putting someone on a pedestal. You can cover a box in velvet or display felt, buy a plastic column from a display supply, or use a table. Never place items on the floor in a display. Make it special. Elevate.  

Use Signage

 The use of signage in a window display gives the chance to reinforce the purpose if tasteful and clever. You want your display to be as powerful as possible but since the ultimate goal is to sell there are times when the whole composition will benefit from a word or two. Or perhaps a brand name or logo positioned somewhere. In fact, there are times when the omission of the brand name would be sheer idiocy. Take, for instance, a series of window displays interpreting a new fragrance. Such a display would make no marketing sense without the name of the brand somewhere visible.But in most cases, unless you have a really good idea for a sign, leave it out. As a comparative, advertisements sometimes include a tag line or slogan. Today the rule is, unless the tag line is spectacular leave it out! Like a bad haircut or botched plastic surgery, a mediocre tag line will do more harm than good. Many advertisers don’t understand this. “What’s our slogan for this campaign?”,  they think they have to have a slogan -not true.  ... The moral of the story, use signage, ( Link to Shoppetalk to Buy! ). 

Add Trim

 Foliage, flowers, ribbon, a velvet pillow, rusty steel, a wicker basket... in the display profession, props such as these are called “trim.” Older dictionaries give a definition of trim as a, “decorative addition.”In fact, it might interest you to know that for decades, a display artist in the apparel industry was called a “trimmer.” In the main, trimmers worked with wires instead of mannequins, making clothes appear to hang, float or fly in mid air as if by magic. They habitually added in decorative additions such as dried foliage, flowers, ribbon, and all manner of things to tell a story.

Picture courtesy of Cloud Nine Pyjamas ..… Robyn hand made all the butterflies . Nice Trim!

Send me pictures of your window displays. Best Barbara

6 Ways To Create A Culture Of Innovation

Reward employees with time to think, while providing them with the structure they need.  

 Thank Soren Kaplan for this great article on creating a culture of innovation...

  • Be Intentional With Your Innovation Intent

  • Create a structure for unstructured time

  • Step-In, Then Step Back

  • Measure What’s Meaningful

  • Give "Worthless" Rewards

  • Get Symbolic!

Business man teamwork , eps10 vector format

Business man teamwork , eps10 vector format

Every organization is designed to get the results it gets. Poor performance comes from a poorly designed organization. Superior results emerge when strategies, business models, structure, processes, technologies, tools, and reward systems fire on all cylinders in symphonic unison.Savvy leaders shape the culture of their company to drive innovation. They know that it’s culture--the values, norms, unconscious messages, and subtle behaviors of leaders and employees--that often limits performance. These invisible forces are responsible for the fact that 70% of all organizational change efforts fail. The trick? Design the interplay between the company’s explicit strategies with the ways people actually relate to one another and to the organization ...Link To Whole Article 

 No Rubber Stamps:

Every company’s culture is inherently different. So when you’re cultivating innovation, you’re cultivating a unique system. Which means you have to be thoughtful about your approach. Whatever you do, it should align with the values of the company and with the company’s goals. And in each case, you have to make it easy and rewarding for the people whose roles and dynamics influence the very innovation culture you’re trying to cultivate.Share your story of  ways you have created a culture of innovation !Look forward to hearing from you.

Best Barbara

Day #125 - Take A Hike Receives Business Excellence Award

Please join me in congratulating one of our own:Retailer Diane Petryna, owner of Take a Hike in Thunder Bay

Take A Hike Receives Business Excellence Award

Medium (7-25 Employees)THUNDER BAY, ONTARIO - May 6, 2012 - Nine years after having won the Thunder Bay Chamber of Commerce's Business Excellence Award for small sized firms (1-6 employees), Take A Hike was once again recognized for its excellence. At last evening's 18th Annual Business Awards Gala held at the Valhalla Inn in Thunder Bay, the retail store received the Thunder Bay Chamber of Commerce Business Excellence Award for medium sized companies (7-25 employees).Take A Hike's continued business expansion and diversification, exemplary customer service, innovative staff training initiatives, and history of community involvement impressed the judges.In accepting the award, store owner Diane Petryna acknowledged the on-going support her company has enjoyed from customers, employees, suppliers and the community.  She also suggested that with her company's track record, the Chamber should expect Take A Hike back at the podium in 10 more years. "By then we'll be ready to pick up our award in the large sized business category," she said with a smile.Take A Hike is an independently owned and operated outdoor lifestyle store located at 309 Bay Street in Thunder Bay. Since 1996, Take A Hike has been offering shoppers a unique collection of quality gifts, toys, clothing, footwear and gear.As a leading retailer in Canada, Petryna is a member of the Retail Council of Canada's Independent Retailer Advisory Committee and is often cited in industry journals about best retail management practices.For more information, contact:Diane Petryna at 1-807-474-4220  or diane@takeahike.ca or go to www.takeahike.ca

Day #119 - Retail Makeover at Grady's

Retail Makeover Grady's Feet Essentials Ltd.:

It was my pleasure to be part of the Grady's team as the retail store designer.  Rebranding Grady's for today's market place.  Tony and Kelli are very pleased with the results and have seen a consistent increase  in sales.

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Before:

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After:

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Congratulations Kelli and Tony, Grady's Feet Essentials Ltd.

Very BestBarbara[/fusion_builder_column][/fusion_builder_row][/fusion_builder_container]

Day #91 - Retail Makeover A Retailer Lives The Dream

Last spring, Bell Tower won Casual Living Merchandising Awards for Best First-Time Entry and Best Overall Merchandising. “Winning the award and receiving that recognition really just reaffirmed what we were doing and gave us a lot more confidence,” Ashleigh said.Winning a consultation with Retail Makeover owner Barbara Crowhurst, one of North America’s leading retail business coaches, added another level of confidence.

Day #90 - Loblaws Opens at Maple Leaf Gardens

Recently, I went on location to visit the  new Loblaws store in Toronto.  I was excited about what I saw and experienced, and wanted to share the story with you.It's  Retail..... at it's best. Congratulations Loblaws!

Customers lined up as Loblaws opens upscale Gardens store (courtesy The Toronto Star)

Day #39 - Moved To Greater Success

What does an independent retailer do when they decide that it’s time to relocate their business but possess limited resources or knowledge about the ways to do this most effectively for their store and customers? This is the way Diane Petryna, owner of Thunder Bay-based retailer Take A Hike and one of my clients did it ..Out takes  from an article in The Retail Council  of Canada on line magazine  By sean c. tarry[fusion_builder_container hundred_percent="yes" overflow="visible"][fusion_builder_row][fusion_builder_column type="1_1" background_position="left top" background_color="" border_size="" border_color="" border_style="solid" spacing="yes" background_image="" background_repeat="no-repeat" padding="" margin_top="0px" margin_bottom="0px" class="" id="" animation_type="" animation_speed="0.3" animation_direction="left" hide_on_mobile="no" center_content="no" min_height="none"]"Diane Petryna"

Finding the right help

It was at that point that some suggestions were made to Petryna concerning people that could assist her in her design and renovation, which she says was definitely helpful. But then she was reminded by one of her neighbours of Barbara Crowhurst of Retailmakeover. Petryna had seen Crowhurst speak at a Canadian Gift and Tableware show prior, and following some discussions with some of Crowhurst’s former clients, Petryna knew that she was the right person to help her with her move.However, in bringing her into the project - Crowhurst does almost all of her work remotely through the Skype service - Petryna did have some reservations. “I wasn’t sure how this was going to work...........Click here for a PDF copy of this article

Results Of Dedication And Commitment

[/fusion_builder_column][fusion_builder_column type="1_1" background_position="left top" background_color="" border_size="" border_color="" border_style="solid" spacing="yes" background_image="" background_repeat="no-repeat" padding="" margin_top="0px" margin_bottom="0px" class="" id="" animation_type="" animation_speed="0.3" animation_direction="left" hide_on_mobile="no" center_content="no" min_height="none"]"Barbara Crowhurst"And what does Petryna think of the results of her move and Crowhurst’s contribution to her operation? “I still refer to Barbara’s services today because I know that Ihave an amazing store. It’s laid out fabulously. It’s in a fabulous location. My customers love it and I love it. I’m on such a high. I just want to continue growing and continue doing a better job. I’m looking to continue learning, and people like Barbara have incredible knowledge and experience, and I’d be foolish not tocontinue working with her.”In fact, Petryna credits Crowhurst for a lot more than just the design aspect of the job that she helped her undertake. “She encouraged me when I needed encouragement. She listened to me when I needed someone to listen. Barbara was truly the coach  throughout this process, allowing me to do the best work possible,” she exclaims. “I see value for dollar. This year I’m working on putting together a buying budget, a promotional calendar – there’s a number of things that we’ll be working on through the coming year, whether it’s marketing, staffing or anything else – the goal is to make this business more profitable. So, if I have great products in a great store with great staff – it’s time that it becomes more profitable.” And, in terms of the location that she left behind, Petryna has never looked back, urging others who are faced with a decision"Retail Council of Canada" to move to seize the opportunity and take advantage of it. “There are a lot of retailers out there who may not think that they have it within themselves to change locations,” she says. “But, if you know that you should, and the move will improve your business and help you grow, then you have to do it. And don’t be afraid. There are people out there who will help you with this, and help you become even more successful.”............Click here for a PDF copy of this article

More Than Just Design

The pair worked feverishly together selecting lighting and fixtures, colour schemes and shelving. But, what impressedPetryna most of all, beyond Crowhurst’s design capabilities, was all of the other services that Retailmakeover provides to its clients. “What I needed was more than just design,” admits Petryna.[/fusion_builder_column][fusion_builder_column type="1_1" background_position="left top" background_color="" border_size="" border_color="" border_style="solid" spacing="yes" background_image="" background_repeat="no-repeat" padding="" margin_top="0px" margin_bottom="0px" class="" id="" animation_type="" animation_speed="0.3" animation_direction="left" hide_on_mobile="no" center_content="no" min_height="none"]"Barbara and Diane"“Someone who was equally interested in seeing me and my business get through a process, not just a design, but to get it opened and set up. That’s the type of service that Barbara, inher coaching and design, offers. She was also able to give me the confidence that I needed to take on the role of contractor, which proved to be a huge plus.” In order to do this, Petryna needed to learn quickly about the construction business, the workings of the municipal building department, recruit an architect, engineers and tradespeople, contact building supply companies, telecommunications companies, security and software installers and others.“Barbara showed me that, although it’s a lot of work, I didn’t[/fusion_builder_column][fusion_builder_column type="1_1" background_position="left top" background_color="" border_size="" border_color="" border_style="solid" spacing="yes" background_image="" background_repeat="no-repeat" padding="" margin_top="0px" margin_bottom="0px" class="" id="" animation_type="" animation_speed="0.3" animation_direction="left" hide_on_mobile="no" center_content="no" min_height="none"][need someone to recruit all of this talent for me. I could do it myself. And I did.” To allow Crowhurst to better........... "Click here for a PDF copy of this articleBarbara[/fusion_builder_column][/fusion_builder_row][/fusion_builder_container]

Day #16 - You Need To Be Your Own Marketing Manager

Main Job Tasks and Responsibilities:

  • manage and coordinate all marketing, advertising and staff related activities
  • develop yearly promotional calendar alined with sales goals
  • conduct market research to determine market requirements for existing and future products
  • analysis of customer research, current market conditions and competitor information
  • manage the productivity of the marketing plans and projects
  • monitor and review  all marketing activity and results
  • determine and manage the marketing budget
  • develop an on line strategy
  • create and develop social media strategy
  • create and develop monthly e-news blast

[fusion_builder_container hundred_percent="yes" overflow="visible"][fusion_builder_row][fusion_builder_column type="1_1" background_position="left top" background_color="" border_size="" border_color="" border_style="solid" spacing="yes" background_image="" background_repeat="no-repeat" padding="" margin_top="0px" margin_bottom="0px" class="" id="" animation_type="" animation_speed="0.3" animation_direction="left" hide_on_mobile="no" center_content="no" min_height="none"]"Donald Trump"Have a look at Donald Trumps' Bio

Please arrange to spend 4 to 8 hours a week on marketing activities that:

  1. Increase the number of times  current customers come into your store.  You pick - once a day, once a week,  once a month, every two months, every three months, and so on... You really get a say here. You can change your customers  shopping  patterns.
  2. An all out  focus on  new people being aware of your store and coming in for a visit. Every business  needs to feed their base with NEW customers.

Remember:  Awareness = Traffic = SalesBarbara[/fusion_builder_column][/fusion_builder_row][/fusion_builder_container]

Day #12 - Why do you need a website?

The Internet has become a vast resource of information for businesses  as they discover the advantages of getting online; the ease of use, and the most cost-effective means of advertising. "Retail Makeover Web Services"The Internet is revolutionizing entire markets, allowing retail businesses, large or small, the same opportunities to market their products, services and information on the Internet in an effective and appealing manner.Proudly Introducing you to, Retail Makeover Web; we specialize in designing Websites for Retailers.Please do not wait another minute, you must have a website today.Barbara

Day #9 - Painting Your Store By Using Color Blocking

Keep it simple;  stay with over all neutrals, but then use colour blocking. Bring in to-days  trend colours.; if you are a  retailer,  your in the fashion business no matter what products you sell. It is an easy way to highlight a feature or simply dress up an empty wall in your store. Consider this chic way to paint your walls and freshen up your store for the next season.[fusion_builder_container hundred_percent="yes" overflow="visible"][fusion_builder_row][fusion_builder_column type="1_1" background_position="left top" background_color="" border_size="" border_color="" border_style="solid" spacing="yes" background_image="" background_repeat="no-repeat" padding="" margin_top="0px" margin_bottom="0px" class="" id="" animation_type="" animation_speed="0.3" animation_direction="left" hide_on_mobile="no" center_content="no" min_height="none"]pantone-color-trends-2012Great colours from  Martha StewartCash counter area at The Jelly Cupboard.[/fusion_builder_column][fusion_builder_column type="1_1" background_position="left top" background_color="" border_size="" border_color="" border_style="solid" spacing="yes" background_image="" background_repeat="no-repeat" padding="" margin_top="0px" margin_bottom="0px" class="" id="" animation_type="" animation_speed="0.3" animation_direction="left" hide_on_mobile="no" center_content="no" min_height="none"]retail amkeover at the jelly CupboardHeather's store is ready for Spring, and later for Summer with the use of these great blocking of colour.Barbara[/fusion_builder_column][/fusion_builder_row][/fusion_builder_container]