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Globe-trotting retail expert
Barbara Crowhurst answers your
pressing (and not so pressing)
questions about running
Should I invest
PORTRAIT BY GABOR JURINA
PAYING OUTRIGHT FOR a manufacturer’s
display case isn’t something I typically recommend. On the other hand, if the cost of
the unit is credited on reorders, then they’re
definitely worth considering, especially if
the line in question is expensive or the
items and category are new to your store.
(New and higher-priced items, in my experience, benefit from customized displays.)
That being said there are some important things to keep in mind when it comes
to purchasing display cases from suppliers:
• Only consider investing in units that
complement your store’s style otherwise
they’ll look like the dog’s breakfast and
displays that look like the dog’s breakfast
don’t aid in the sales process. This is a lose-lose proposition for you and the supplier.
is empty or used to display other products, let the supplier know you no longer
need the unit. I see far too many dead
and dying display units from manufacturers in stores and stockrooms.
the original display case, it may not be as
effective a sales tool
these types of units. A store filled with
suppliers’ showcases looks disconnected
and affects sales – negatively.
As for suppliers who require customers to
purchase display cases in order to open or
maintain an account, carefully review this
decision with your best interests in mind.