Sunday, 8 July 2012

The Importance of Display

When I worked at Diamori, we had a fellow named Kevin do some window dressing for us.  He would buy (sometimes) inexpensive props, he was good with a glue-stick and put a few seasonal and attractive visages together.  It was important for our tiny store to have impactful displays to draw people in. 

A recent “Case Study” on InStore’s blog by Trace Shelton tells of a store who focused on amazing display.  If you have the time, there are some mind-blowing photos in the article.  Here’s an excerpt:

“The store uses its displays to mentally transport customers into places of delight.” Says Williams: "When you come in, you should see not just a lot of product laid out on props of different levels, but rather works of art with our jewelry masterpieces dangling from them.”

Great idea Mr. Williams, but you’ve gotta have great product priced fairly and fantastic salespeople to make sales happen.  The store lasted about a year before failing and closing.  You can focus on one area of business, but really you need a lot of good fundamentals before a business can succeed.  For those of you who’ve been around longer than a year, “way to go!”  You’ve been more successful than this incredible looking store.

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