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

Buying Signals

smart ideas Barb pic

smart ideas Barb pic

When Buyers Are Ready To Buy,They Will Tell You. But Not With Words ...

They will, however, send loud non-verbal signals All you need to do is be able to read them! ...

Customer Signals:

When customers come into your sights, whether it is a retail store, at an exhibition or in any other environment, they will be sending you signals.

The Signals That They Send Will Include:

  • I am just wandering around with no real interest in products and intention to buy.

  • I am interested in this product, but am not currently anxious to buy.

  • I am very interested in this and might well buy it if you can answer a few questions.

  • I want to buy this, now!

When They Are Not Ready To Buy:

When a customer is not ready to buy, it does not mean that they will not buy, but it does mean that you will need a different approach. Do remember also that if there are many customers around, spending a lot of effort selling to one customer may mean that you miss out on a lot of other easier sales.

Avoiding Eye Contact With You:

When you look at them and they immediately look away, they probably do not need assistance right at this moment. Do watch what they are doing, because they may need some help soon.If they are handling a limited range of products, spending time looking at things, then it may be a good idea to stand nearby, relaxed and ready to help (not anxious and ready to pounce). When they look at you with a longer glance, move toward them. If they keep looking, keep moving in and start the sale.

Making 'Not Now' Excuses:

If they say 'just looking' or otherwise indicate that they don't need help, then make an encouraging remark to keep them looking and back off. Still keep an eye on them to see if their demeanour changes.

Casual Handling Of The Product:

customers-buying

customers-buying

If they are casually picking up different products and dropping them back, perhaps not tidily, it can be a big nuisance for you as you tidy up after them (when they have left) but this may well be a symbol of a bored browser. As ever, keep an eye on them so you can move in when they change how they are behaving.

Looking At Many Different Products:

If they are wandering around looking at almost random products, spending a similar short time on each one, then they may again be a relatively bored browser.

Moving Around Quickly:

When they are moving quite quickly around the place, they may be scanning for something or may be wandering. If they slow down, watch more carefully and move in when they are showing more signs of interest.

When They Are Ready To Buy:

 When the person is ready to buy, or at least they are showing some interest, then you should also be ready to pick them up and move them towards the final close.

Spending Time Looking At One Product Type:

When they are looking at one type of product, and especially if you have a broad range from which they are browsing only a small category, then they may well be interested in buying. Perhaps they need advice, so ask if you can help them decide.The longer a person looks at one product type, the more likely they are to buy it. They are investing their time, which is a sure sign of interest.

Looking Around For Somebody To Help Them:

If you see them looking around, catch their gaze, and perhaps raise your eyebrows a little to signal that you are ready to help. If they sustain the glance or raise their eyebrows too, move in to sell.This is particularly significant if they are holding the product or have just spend time looking at a limited product range.

the way you buy

the way you buy

Asking Questions About The Detail:

If, when you offer help, they get into more detail about the product, then they are likely to be becoming more interested.If they ask about the functionality of the product, they may well have a checklist of things they are seeking, so ask for details of what they are seeking. You can also ask more about how they will use the product, from which you can advice on the best buy for them.

Asking About Price:

This is a good buying signal. You can tell them the price or you can ask how much they are looking to spend today. If they tell you, then you can help them find the best value for the money they have to spend.

Using Possession Language:

When they pick up the product, they are getting a sense of owning it. This continues when they talk about how they will use the product -- which is a good reason for encourage this talk. Look for 'I' language. Get them to use it. Ask how they will use it. You can even talk about it as if they already own it, although be careful of being unsubtle and pushy.

Asking Another Person’s Opinion:

When they ask another person what they think about the product, they are likely thinking about buying the product and are seeking confirmation.You might thus find yourself selling it to the second person also. Think about this when you are making the initial sale -- include whoever else is there in the sales talking, though do watch for whether the main seller wants to be the main focus or appreciates others being included.

Body State Changes:

Any transition in non-verbal communication will typically signal a change in mental state that may well indicate readiness to buy. If they suddenly relax after asking questions or discussing the product, this may well signal that they have changed mental state. Other signals includes changes in body position, gesture, skin tone, style of talk and so on.

Touching The Money:

If they touch their wallet or purse and especially if they get out cash or credit card, this is a very strong signal for you. Get to them and ask if you can help. If they say they want to buy, just take their money (and do beware of 'un-selling' the product by your over-zealous and non-needed sales patter). Great info! Share this with your staff it's all part of improving their skills and knowledge on "How To  Sell more Effectively ". Need Sales Training for Your Staff? Contact me today!

Best Barbara

Day #120 - In Style Trends

I picked this up from a recent newsletter from Retail News;

In Style Trends:

Five days, 1000 plus exhibitors, one million square feet, 17,000 retail buyers – the Toronto Gift Show is the most comprehensive market in Canada for sourcing giftware, home décor, jewellery and fashion accessories along with housewares. It's here that suppliers unveil their newest collections and their latest distribution agreements. As we travelled the aisles of the 10 halls at the show, we were on the lookout for over-arching trends. There were plenty to be spotted, but here are four of the most prevalent. Enjoy!

MASCULINE MANNERS

From antiqued leather couches to the dapper 1960s style of Mad Men, unabashed masculinity is on one big power trip at the moment. 

FRENCH FLAVOURS

Savour a perfect Parisian macaroon or the scents of Provence, as products reminiscent of French patisseries, hotels, restaurants and apothecaries are plentiful.

BOTANY

An anatomical take on the nature trend, Botany is about an appreciation for the minutia of natural beauty like the detailed intricacies of a butterfly's wings.

BRIGHTS FEEL RIGHT

We've broken free from the repressive constraints of “greige” and are now lusting after bolts of bright colour. Read more...Retail News | Retail News Now! | Current IssueAs always,BestBarbara

Day #120 - In Style Trends

I picked this up from a recent newsletter from Retail News;

In Style Trends:

Five days, 1000 plus exhibitors, one million square feet, 17,000 retail buyers – the Toronto Gift Show is the most comprehensive market in Canada for sourcing giftware, home décor, jewellery and fashion accessories along with housewares. It's here that suppliers unveil their newest collections and their latest distribution agreements. As we travelled the aisles of the 10 halls at the show, we were on the lookout for over-arching trends. There were plenty to be spotted, but here are four of the most prevalent. Enjoy!

MASCULINE MANNERS

From antiqued leather couches to the dapper 1960s style of Mad Men, unabashed masculinity is on one big power trip at the moment. 

FRENCH FLAVOURS

Savour a perfect Parisian macaroon or the scents of Provence, as products reminiscent of French patisseries, hotels, restaurants and apothecaries are plentiful.

BOTANY

An anatomical take on the nature trend, Botany is about an appreciation for the minutia of natural beauty like the detailed intricacies of a butterfly's wings.

BRIGHTS FEEL RIGHT

We've broken free from the repressive constraints of “greige” and are now lusting after bolts of bright colour. Read more...Retail News | Retail News Now! | Current IssueAs always,BestBarbara

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 #114 - The Gravenhurst Downtown Revitalization

Please join me as I speak in Gravenhurst.

Win a Retail Makeover!

The Gravenhurst Downtown RevitalizationBusiness Seminar Series presents:

BEST PRACTICES FOR BUSINESS SUCCESS IN 2012"Barbara Crowhurst"

DATE: Thursday, March 8, 2012 TIME: 6:30 to 9:30 pm VENUE: Gravenhurst Opera HousePre-registration is requested as soon as possible: mailto:mdelang@gravenhurst.caDynamic Retail Industry Speaker: Barbara CrowhurstSpecializing in helping retail and service businesses “Create Their Own Economy and Thrive”BARBARA CROWHURST is North America’s #1 Retail Business Coach. She writes numerous articles, blogs, and books, and is an international speaker. Her comprehensive and detailed approach comes from years of working in the industry. Her career has taken herfrom working with some the largest corporate retail stores in North America to consulting with tens of thousands of specialty stores.Barbara's company is leading the way with innovative services such as business coaching sessions by phone, Skype, or in person. Her training seminars are usually standing room only. Her message: "Effective retail is in the detail". Start working ON your Business . . . notIN your Business! The presentation includes valuable tips for retail and service businesses:

Effective Marketing:

  • Bring in new customers and increase visits from existing clients! Know your marketplace and competition; use technology effectively; create a promotional calendar; and learn other basic strategies.

Well-trained Employees:

  • Hire and keep great staff! Discover the importance of job descriptions, find out about the best training techniques, and strengthen your management skills.

Strong in-store Sales Focus:

  • How to be a sales professional! Learn your role in the performance of your sales staff, increase the average sale, discover add-on sales programs, and deal with common selling challenges.

Valued at $90, this is offered at the low fee of $5 (cash or cheque at the door).Participation is free of charge to Gravenhurst businesses, with the chance to win a 4-hour makeover on-site on March 9th

Thanks to our supporting partners:

Muskoka Futures, Town of Gravenhurst, Gravenhurst Business Improvement Area,Gravenhurst Chamber of Commerce, and Ontario Ministry of Agriculture, Food, and Rural Affairs 

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 #88 - The Show Must Go On

.... nor slit or snow shall ...wasn't that a slogan for the Federal Post Office?Retailer Kim Winsor, owner of Johnny Ruth & Living Planet in St John's, braves the snow and cold to pick up the paint for her new  store renovation.I have the pleasure of working with Kim to help her design  the new retail location on Water Street. For those of your curious what the color is  - Martha Stewart " Gray Squirrel"Opening Day Dec 1, 2011Barbara

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]