an impression on the customer that will answer
as many questions as possible about the
merchandise. This will reduce the time the
customer will use in making a decision on whether
to buy a product or not, thus shortening waiting
time and lines at retail stores. Any display that
does not convey, to the customer, sufficient
information on which the customer can make a
decision is incomplete and fails its purpose. The
purpose of a display is to show merchandise in
such a manner that it is attractive, easily seen,
quickly identified, readily accessible, neatly
arranged, and properly correlated for convenient
selection and shopping ease.
Merchandise must be attractive and must be
seen under conditions that enhance its beauty and
reveal its usefulness and qualities in an attractive
setting. Careful attention to the merchandise, the
fixtures, and the setting in which merchandise is
displayed is very important. The display area must
be given the same attention as the merchandise,
and constant care must be exercised to make sure
cases, paintwork, glass, and the areas in and about
the store are properly maintained. Exterior display
windows should be used to their full extent and
properly signed to present an attractive and
effective merchandise display. Displays should be
changed frequently to stimulate customer interest.
Place merchandise so that customers can see
it without undue effort or strain. Observe the
Put large items on lower shelves.
Put small items at eye level and above (but
not too far above).
Do not hide merchandise behind signs or
Use bright lights so that customers can see
the merchandise and read the signs without
difficulty. Lights should be cleaned periodically
and replaced when necessary. You should also
identify items temporarily out of stock by using
a sign at the shelf location that can be easily seen
and read by the customer.
Shopping can be speeded and customers made
to feel more satisfied if they can identify
merchandise quickly. To achieve this, bear these
points in mind when setting up displays:
Place labels and informative copy on
packages face up and right side out so that
information is read easily.
Show the item so that its purpose or use
is obvious. This may require the use of a sign or
an opening on the item so that its features can
Use a picture or sketch from a newspaper
or magazine ad and take advantage of the
preselling that has been done by the salesman or
Identify new items with a sign.
When displayed merchandise is readily
accessible to the retail store operator or the
customer, much time can be saved in completing
the transaction. Time is important to fellow crew
members and you should do everything possible
to avoid wasting their time. One way to make
items more readily accessible in your store is to
use all available purchasing and selling history to
determine which items move faster. Display these
items so they can be easily handled by the
customer. Take the time to set up displays so that
two or three other items do not have to be moved
or disturbed to get at one that is behind or
underneath other merchandise.
Merchandise both on display and within the
store should always be neatly and conveniently
arranged. When using shelves directly behind the
selling area of the store, merchandise should be
arranged to fill as much cubic space as possible.
Certain items may be stacked two or three deep
when practical. If retainer bars are used on shelf
fronts, even cans or jars can be stacked by
inserting a piece of masonite or cardboard
between layers. In walk-in stores do not lay
vendor merchandise cards, racks, and so forth,
on top of the showcases. Ledges should not be
used to store merchandise; they should be used
to attractively display the merchandise.