Pulse September 2015 - Page 54

DRESSING UP YOUR RETAIL SPACE (CONTINUED FROM PAGE 50) symmetrical object or display. When a central item is slightly higher than two other objects, the eye will focus on the highest point and then work downwards. If you place one jar of moisturizer on top of two other jars of moisturizer, making a pyramid, this display will be more pleasing to the eye than three jars of moisturizer in a row or stacked directly on top of each other. Clearly display prices. If using price stickers, choose a consistent and convenient position for the price sticker. Generally, the best position is at the base or the back of the product. Be careful not to obscure the ingredients’ information. Dust is the bane of beautiful merchandising—combatting it should be a priority. The most exotic skin-care products, well-lit and displayed become devalued in your customer’s eye by a thin layering of dust. Your staff should clean regularly and you may wish to consider using glass cabinets to protect your products. Reception and Retail Areas With limited space available for uses other than customer relaxation and treatments, many spas have adjoining or combined reception and retail areas, giving customers waiting for treatment the opportunity to browse: ● Consider whether a centrally placed “island display” and/or well-lit wall displays are appropriate for the layout of your facility. ● ● Consider limited seating in the retail area so that customers are more inclined to browse. Ensure that décor and ambience match your spa “theme.” If you are promoting peace and tranquillity, you may wish to consider a décor of soft blues and greens, with gentle background music and a light but pleasant scent. If you are promoting organic natural skin treatments, you may wish to consider furniture and fittings made of eco-friendly materials, such as bamboo. Window Displays Research has shown that you have three to seven seconds to make an impression on potential customers as they walk past your window display: ● Choose a theme, displaying your best-selling products in the appropriate context. This will help to grab your customer’s attention and the context will help trigger his or her purchasing decision. For example, you could work with the theme of summer time, and create a visual “beach” display that includes towels, flip-flops, sunscreen, hats, after-sun products and tote bags. ● Change your displays regularly to attract regular traffic back into the store, and also to take advantage of seasonal themes, such as the holidays. (CONTINUED ON PAGE 54) 52 PULSE ■ September 2015