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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. ATTRACTIVE 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. EASILY SEEN Place merchandise so that customers can see it  without  undue  effort  or  strain.  Observe  the following  rules: 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 decorations. 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. QUICKLY  IDENTIFIED 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 be seen. 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 distributor. Identify  new  items  with  a  sign. READILY  ACCESSIBLE 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. NEATLY   ARRANGED 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. 2-8

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