AN EYE FOR DETAIL CREATE A SHOP THAT SELLS TOP TIPS
Keep it simple with a bold design and an eye-catching colour scheme.
Less is more — don’t try to jam all your new stock into one window.
Have a theme; if you have some great new cushions, base your display around those.
Change your look as often as possible. Customers are attracted to new and different displays.
Pick a few key events and public holidays that suit the stock you sell, and tailor your window to those occasions, such as Australia Day, Valentine’s Day, Easter and Christmas.
Create a story. Visual merchandising is most effective when there is a message behind the vision, such as ‘Get in your swimmers for summer,’ or ‘Celebrate Christmas with a beautiful new serving plate’.
Shop around for a visual merchandiser whose style you like. FOR retailers, bold visual merchandising can make or break a sale.
“A great display is extremely powerful. It sets the tone for your business,” Carol Bagaric, owner of Sydney-based AUSVM, says.
Mrs Bagaric sees shopfronts as a chance for retailers, particularly small businesses, to have a conversation with their customers.
“Because there are so many big brands, people really want something different and unique,” Mrs Bagaric said.
“The independents have the chance to jump up and down and say, ‘come to my store! It’s not what you see in the shopping centre!’.”
Shop owners and visual merchandisers should discuss their plans for a display before agreeing on an a final look, she said.
This would ensure both parties had the same vision.
“It’s about what looks good, yes, but a display also has to be commercially viable,” Mrs Bagaric said. “It’s important to look at what’s trending.”
Mrs Bagaric loves the “fun and theatrical” side of visual merchandising.
“It’s quirky and creative; there’s always something different,” she said. “It’s the old ‘judge a book by its cover’; when you stand back and think, ‘wow,’ that’s when you know you really got it right.”