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

How To Manage Cash Flow

smart ideas Barb picHere Is Everything You Need To Know About Cash Flow Management.

 Great Article, A Must Read!

 


There's an old adage about business that "Cash is King!” and, if that's so, then, Cash Flow is the blood that keeps the heart of the kingdom pumping.Cash flow is one of the most critical components of success for a small or mid-sized business. Without cash, profits are meaningless. Many profitable businesses on paper have ended up in bankruptcy because the amount of cash coming-in doesn't compare with the amount of cash going out.Water WasteCompanies that don't exercise good cash management may not be able to make the investments needed to compete, or they may have to start borrowing money to function. ... The following link is an article to help you understand: What Cash Flow is; How it impacts profits; and, Tips on how to improve your Cash Flow.Link to article:How To Manage Cash Flow / www.inc.com BestBarbara

Day #148 - Independent Retailer Month & Cloud Nine Pyjamas

Celebrating the  successful launch of Independent Retailer Month in Canada with our last retail profile:

Meet Robyn Zechel, owner of Cloud Nine Pyjamas

It all started with books, drinks, food, and laughter…

Meeting after meeting, the ladies of one Edmonton book club were talking not about books, but how they couldn’t sleep! As many of them were (and still are) in the thrust of menopause, night sweats were disrupting their sleep and making them a little bit grumpy. They needed something that would help, but couldn’t find anything in Edmonton that would fit the bill.With this in mind, Cloud Nine Pajamas opened in Edmonton, Alberta in 2005.  Cloud Nine promotes a lifestyle of comfort by carrying everything from famous flannels, bamboo pajamas, Oprah’s Favourite Pajamas, “wicking” sleepwear for night sweats and traveling, buttery soft robes to bath and body products – they even carry footed pajamas for adults during the holiday season.  As Robyn (owner and manager) loves to put on her pajamas every day after work because it makes her feel relaxed and at her best, Cloud Nine provides the pajamas and loungewear for every woman and man to do the same.So lounge, love, put on your pajamas, and be comfortable!   

Cloud Nine Pajamas (2009) Inc.12511 102 AvenueEdmonton, AB T5N 0M4

Till Next yearBest;Barbara

Day #148 - Independent Retailer Month & Cloud Nine Pyjamas

Celebrating the  successful launch of Independent Retailer Month in Canada with our last retail profile:

Meet Robyn Zechel, owner of Cloud Nine Pyjamas

It all started with books, drinks, food, and laughter…

Meeting after meeting, the ladies of one Edmonton book club were talking not about books, but how they couldn’t sleep! As many of them were (and still are) in the thrust of menopause, night sweats were disrupting their sleep and making them a little bit grumpy. They needed something that would help, but couldn’t find anything in Edmonton that would fit the bill.With this in mind, Cloud Nine Pajamas opened in Edmonton, Alberta in 2005.  Cloud Nine promotes a lifestyle of comfort by carrying everything from famous flannels, bamboo pajamas, Oprah’s Favourite Pajamas, “wicking” sleepwear for night sweats and traveling, buttery soft robes to bath and body products – they even carry footed pajamas for adults during the holiday season.  As Robyn (owner and manager) loves to put on her pajamas every day after work because it makes her feel relaxed and at her best, Cloud Nine provides the pajamas and loungewear for every woman and man to do the same.So lounge, love, put on your pajamas, and be comfortable!   

Cloud Nine Pajamas (2009) Inc.12511 102 AvenueEdmonton, AB T5N 0M4

Till Next yearBest;Barbara

Day #145 - Independent Retailer Month Seminar

Yesterday  independent retailers from across this wonderful country joined together via the wonders of live internet technology to hear me speak about:" Why customers love to shop at Independent Retail Stores "In attendance where retail storeowners from Dawson City, Whitehorse, Vancouver, Victoria, Edmonton, Calgary , Regina, Winnipeg, Ottawa, Toronto, Montreal, Saint John, Halifax , St John's, CharlottetownWow!It was a pleasure to meet you all.In tomorrow's blog I will post what was discussed in yesterday's seminar.A big cheer for the retailers  in Canada that celebrated the launch of Independent Retailer Month in Canada this July.Very Best;Barbara

Independent Retailer Month Free Seminar

Last Chance to Sign-up:

This 30 minute free class with Barbara is for you Independent Retailers out there. Don't miss it!Why customers love to shop at Independent Retailers!  Sponsored by Retail Makeover - On Sunday July 29, 2012 @ 7 .30 pm EST  - we  wrap up the launch of Independent Retailer Month with a free 30 minute  On Line Live Workshop presentation on the 10 Reasons Consumers Love to Shop at Independent Retail Stores. Limited space available.  All Independent  Retailers welcome. For more information and for retailers to reserve an on line  seat contact  barbara@independentretailermonth.ca  With our compliments!Sign-up Today For a list of all this summers RMU classes, please click here           

Day #144 - Independent Retailer Month & Apolline Women’s Wear

Independent Retailer Month celebrating the best of retail in Canada

Apolline Women’s Wear/Footloose Dancewear is located at 2892 Bloor Street West in the Kingsway area of Toronto. (formerly located at Richview square on Eglinton and Wincott)This is a business owned by a mother and son, managed by Joan Brachman but receives ample support from Chris her son.  This is a unique concept; a ladies wear and a dance, gymnastics, skating wear boutique in one.Joan has a keen eye for trends and keeps the mix light unique and easy to wear for the dance Mom’s.  By the time they outfit their[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"]children, they don’t have any time for themselves.    Joan takes the time to provide her customer’s with friendly personal service and is always willing to go the extra mile.In the dance portion, Joan has all the big players such as Capezio, SoDanca,Bloch, Sancha and Mondor.  In the ladies wear portion she carries local favorites such as Margaret M and Miik and other lines such as Nic+Zoe, Paul Briall, Charli and Adventura  Clothing.Joan is active in her community and a board member of the local BIABest;Barbara[/fusion_builder_column][/fusion_builder_row][/fusion_builder_container]

Day #144 - Independent Retailer Month & Apolline Women’s Wear

Independent Retailer Month celebrating the best of retail in Canada

Apolline Women’s Wear/Footloose Dancewear is located at 2892 Bloor Street West in the Kingsway area of Toronto. (formerly located at Richview square on Eglinton and Wincott)This is a business owned by a mother and son, managed by Joan Brachman but receives ample support from Chris her son.  This is a unique concept; a ladies wear and a dance, gymnastics, skating wear boutique in one.Joan has a keen eye for trends and keeps the mix light unique and easy to wear for the dance Mom’s.  By the time they outfit their[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"]children, they don’t have any time for themselves.    Joan takes the time to provide her customer’s with friendly personal service and is always willing to go the extra mile.In the dance portion, Joan has all the big players such as Capezio, SoDanca,Bloch, Sancha and Mondor.  In the ladies wear portion she carries local favorites such as Margaret M and Miik and other lines such as Nic+Zoe, Paul Briall, Charli and Adventura  Clothing.Joan is active in her community and a board member of the local BIABest;Barbara[/fusion_builder_column][/fusion_builder_row][/fusion_builder_container]