FOCAL POINTS
Focal points sprinkled throughout
your store are crucial to influencing
traffic from the front of the shop to
the back. They can be displays of a
single dominant product or a colour
story. Focal points inform customers
of the stories they can expect to find
immediately behind. For example, a
single story of boxed cookies signals
gourmet products are not far behind.
Primary focal points may take the
form of feature displays.
Secondary focal points are displays
found on the top of shelving units,
usually against the wall. Secondary
focal points inform customers of the
stories and products they can expect
to find on the lower shelves. Use a
unifying category such as floral to
transition from one shelf to the next
and from floor to wall displays. Refer
to the plan-o-gram below for an example
of a secondary focal display.
PRODUCT MIX & PLACEMENT
By now you should have sold all your
winter merchandise. Basics should
be replenished and new arrivals for
spring on site or coming soon. If you
still have winter merchandise, store it
as inventory for next year if it’s a basic
item or get rid of it with an aggressive
markdown – turn your inventory.
Most category placements call for
basics towards the back of the shop,
lining the wall. Sale merchandise
goes towards the back of the shop
but contained on a floor unit such as
nesting tables or mid-height shelving
units. New merchandise should line
the front side walls and front floor
units.
CASH DESK
The last impression of your shop
happens by the cash desk the majority
of the time. This is the last place for
active interaction and prolonged wait
times lead customers to view this
space more than others. Aside from
being neat and tidy, ensure that the
area behind your cash desk is
organized. Keep trash and excess
inventory hidden from the customer’s
view. Last, ensure your shop name is
prominently displayed on the wall and
consider painting the wall a bright
spring colour.
Natalie Tan is a visual merchandiser with
over 20 years experience in specialty retail
and shopping centre management. She teaches
merchandising and display strategies at the
British Columbia Institute of Technology’s
School of Business and has served on the board
of directors for Retail BC and the British
Columbia Shopping Centre Association.
SPRING CLEANING
CHECK LIST
;
Clean your windows
;
Place urns of fresh greenery
outside your door
;
Recreate feature presentations
and focal points
;
Place spring merchandise
up front
;
Clear out all winter inventory
;
Organize your cash desk
;
Open your doors and
welcome your customers!
SECONDARY FOCAL POINT
Secondary focal displays, found on the top
of shelving units, inform customers of the
stories and products they can expect to find
on the shelves below.
