Displays look best and are most productive
and convenient to the customer and the store
operator when items are correlated. Simply
defined, this means show together items that are
related in use or purpose. It is an old retail axiom
that one item will suggest another. Therefore,
when arranging displays, see that related items are
put together. Set up toiletries in a compact section,
cigarettes and tobaccos in one, and jewelry in
another. This treatment of merchandise permits
easier selection, and customers do not have to scan
several different areas of display to find what they
want. It is much more helpful to the customer if
toothbrushes are displayed near the toothpaste,
shoelaces near the shoe polish. This correlation
of one item with another usually acts as a
reminder to customers and encourages or prompts
them to select or buy items that they might have
forgotten they needed. You should go through the
store frequently and take a look at your
merchandise arrangements, determine whether
each item is displayed to assist the customers,
rather than hinder them.
The preceding pages have been devoted to
explaining the principles of displaying and what
good displays should do. Now that you under-
stand that merchandise must be treated in certain
ways for maximum effectiveness we must consider
the means and devices necessary to get the desired
Many factors have to be considered in the
operation of a successful and attractive retail
store. The location, layout, and condition of
equipment are the three elements involved.
The most desirable location is an area adjacent
to a mess, recreational area, or other high traffic
spot. Space in front should be adequate to permit
free flow of traffic without disturbing shoppers.
Layout of equipment both inside and outside
the store should be planned to afford both the
customer and the operator as much convenience
as possible. In this respect, the location, the selling
area, and the arrangement of shelving for fast-
selling merchandise must be considered.
Equipment, whether new or old, should
always be kept in good working order. Special
attention should be given to maintenance of locks,
door tracks, shelf channels, and so forth.
Replacement or repairs should be made without
delay when necessary.
The basic fixture requirements for the ships
store are quite limited. The size of the store front,
space between shelves, and the nature of the items
displayed must be considered before display
fixtures are selected for use in any store. Fixtures
considered basic for most stores are shown in the
Ships Stores Afloat Visual Merchandising Guide.
Purchase orders for display aids listed should be
forwarded on a DD Form 1155 to NAVRESSO,
at which time prices will be negotiated with the
vendors by NAVRESSO.
Fixtures should be treated with care. Dust and
polish them before each use. When not in use,
store them in a safe place where they will be
protected from damage or breakage. Fixtures that
have been damaged or broken should not be used,
since they detract from the appearance of clean
new merchandise. Head or shirt forms and other
display futures made of papier-mache and coated
with plaster can be easily repaired with patching
plaster or spackle. Glass, plastic, lucite, and metal
fixtures should be spotless when being used.
Discard those broken beyond repair.
Signs are the silent voice of the store operator.
They tell the customer where the store is, what
is or will be on sale, what the items are, and their
price. Any other information, descriptive or
explanatory, that will help the customer to shop
more easily and quickly should also be included.
Decorations should be used in the ships store
displays to arouse customer interest and add to
the appearance of the merchandise on display.
Decorations will also alert your customers to
approaching events or seasons and remind them
to purchase their needs in advance. The previously
mentioned Visual Merchandising Guide includes
information on procurement of an all-season