Ask the Expert FAQs

Q. What tips would you give to a new store owner starting out today?

1. Plan your store out in advance, and think about the merchandise and fixturing needed to hold it. You may also want to think about seasonal merchandise and how your displays and fixtures needed may change over the course of the year (for example folding vs. hanging). You may also want to consider what type of customer check out experience you want to create. Whether it is a showcase, or countertop unit for impulse buys, it is important to take this into consideration when starting a store. Don’t be afraid to borrow from the best!  What stores do you enjoy shopping in and why?  Is it their display, lighting, bags or even the store signage that catches your interest?  Remember that the national chains probably have a huge budget.  Talk to your fixture expert about how recreate the same feeling on a budget.  You will be surprised how creative and cost effective you can be at the same time.

Q. What are the most important things to consider when planning for the holiday shopping season?

1. During the holiday shopping season people are reminded of their home, which is warm and inviting. Try to create this same atmosphere within your store. Take advantage of vignettes during the holiday season. Create a display that tells a story with use of holidays colors and themes. Also, remember that you are going to have crowded floors in a dual manner: lots of product on the floor combined with lots of customer traffic. While you want to keep things warm and inviting, at the same time you should be planning for maximized space.  Don’t forget to think about your back room.  Make sure it is always organized especially during the holiday season when your top selling items and store supplies need to be easily accessed in order to keep your inventory on the floor.  You don’t want to spend any precious minutes in the stock room if you can avoid it.

Q. What types of visual displays yield the biggest bang for your buck?

1. Obviously, this depends on the type of store and merchandise. Generally, fixtures that are modular and can easily convert to address the seasonal merchandise changes are most beneficial.  Remember this changes.  For example, denim jeans today have a lot of pocket treatment that needs to be displayed for the customer to appreciate.  Laying these items fully extended on a table and/or dressing a nearby mannequin will really boost sales.  Also, don’t forget lighting.  Spotlighting a fixture makes it stand out and gives the customer somewhere to focus their attention!  

Q. How can retailers set themselves apart from the competition using visual merchandising?

1. The visual displays of a store set the “personality” of the store. While stores may carry the same merchandise, the visual display and elements such as signs and graphics are the things that will set them apart. People are visually oriented; take advantage of this and create a stimulating display. People want to see how outfits go together; they want to be educated about fashion.  Don’t be afraid to be clever with props or unique displays, but don’t overdo it.  Remember the customer needs to know what product they just viewed more so than be impressed by an overly clever, yet cluttered display. 

Q. What types of merchandising solutions do you recommend when space is an issue?

1. Go Vertical! With creative space planning there is a lot of space in most stores which is not utilized. Look down. Look up. Can you put bins or baskets under tables to keep extra stock?  If so, and if customers can see them, they need to match the theme of the store.  Can you stock your shelf back higher?   If so, remember that this is not your warehouse. Products still need to be neatly stacked and color coded at a minimum.