Visual Merchandising Toolkit...Shop improvement and basic visual merchandising is the key to increased foot traffic and sales. Applying some simple tools in shopfront maintenance and

Visual Merchandising Toolkit

This document has been prepared by Pop Creative Collective for Banyule City Council and Bell Street Mall Traders Association

February 2014 edition

email // [email protected] // 0422 248 169www.popcc.com.au

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Contents //

Small Businesses

Introduction

Shopfront Guide

Signage

Window Display

Trader Checklist

Your Notes

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Shop improvement and basic visual merchandising is the key to increased foot traffic and sales. Applying some simple tools in shopfront maintenance and merchandise display can create both street appeal as well as a warm and inviting shopping experience for the Mall customers.

The Mall - Visual Merchandising Toolkit

VISUAL MERCHANDISING

Small Businesses:

// 1The Mall - Visual Merchandising Toolkit

Introduction

Whether your business is facing into the Mall, located on busy Bell Street, or tucked away in an arcade... running a business these days can be very challenging. One of the most difficult aspects of operating your business is to pull potential customers off the pavement and into your shop. Then, you need to keep your customer interested long enough to spend money and love your business enough so that they come back again and again!

Do a business ‘health check’

Don’t try to be all things to all people

Be true to your original product concept

// 2 The Mall - Visual Merchandising Toolkit

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Introduction / Tips for Success

Have an online presence

customers

Talk price

Get sales savvy

Rotate your stock again and again and again

Cross-promote

Smile


Shopfront Guide

Your shopfront is often your customer’s first interaction with your ‘bricks and mortar’ business and therefore should be given some love and attention. This physical ‘face’ of your business serves many purposes and when addressed strategically, should attract more customers into your shop.

shop facade;

shop signage

shop window and entry

new rele

ase

new rele

ase

gift | home | books 101

Open

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Shopfront Guide / The Welcome

cafe 123

cafe cafe

cafe

cafe

cafe123

cafespecials


Shopfront Guide / Using Paint

[before]


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Shopfront Guide / Using Paint

[before]

[before]


Shopfront Guide / Handy Tips

Maintenance should be a regular habit.

Paint your shopfront - it’s not expensive!

Use a graphic designer for your signs.

Think about using textures.

Create a welcome.


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Shopfront Guide / Handy Tips

[before]


Signage is a very important medium for communicating your identity, your contact details, your trading hours and any other promotional messages to your customers. It is often better to keep it simple, legible and up-to-date to ensure your business is clearly signed and easy to locate.

Signage

MondayTuesdayWednesdayThursdayFridaySaturdaySunday

9.00am - 5.00pm9.00am - 5.00pm9.00am - 5.00pm9.00am - 5.00pm9.00am - 5.00pm10.00am - 4.00pm10.00am - 3.00pm

Shop No.


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Signage / Using Graphics

Tips for displaying posters/graphics:

[before]

Outdated

[before]


Signage / Shopfront

[before]

inject colour and


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Signage / Shopfront

[before]


Shop windows are prime real estate for businesses to advertise what they stock or what they do. They should offer customers a preview of what can be found inside and therefore should be presented in such a way as to encourage curiosity, wonder...and the courage to browse further. More importantly, your window display is like a ‘silent salesperson’ that quietly sells what is on display from the moment the customer stops to look.

Window Display


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Window Display / Types of Windows

Open-back windows

Semi-open-back windows

Closed-back windows

A

A

B

C R


Window Display / Declutter

[before]


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Window Display / Declutter

[before]


Window Display / Using Props

[before]


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[before] [before]


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Window Display / Handy Tips

Keep it simple.

Be relevant to your customer and the season.

Have a window display strategy on visibility.

Think in “stories”.

Create a “third window”.

Don’t cover up your window display.


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Window Display / Handy Tips

To maintain customer interest, displays should be changed weekly or at least fortnightly. This could be as simple as changing the stock in the display.

Tips for LARGE windows (displaying small products):

The visual merchandising ‘toolbox’


Every so often, when you’ve been in business for some time, it is beneficial to step outside and have a look at your business with fresh eyes. Like a car that regularly needs a service, your business could do with a little ‘health check’ too.

Fashion or Accessories

Hair and Beauty

Cafe or Restaurants

Professional Services

Trader Checklist


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Trader Checklist / Fashion or Accessories

The Shopfront:

The Shop Layout:

Instore Displays:

Ambience/Mood/Extras:

need to follow up


Trader Checklist / Hair & Beauty or Wellbeing

The Shopfront:

The Shop Layout:

Treatment Rooms :


need to follow up


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Trader Checklist / Homewares or Gifts

The Shopfront:

The Shop Layout:

Instore Displays:


need to follow up


Trader Checklist / Restaurant or Cafe

The Shopfront:

:

The Dining Space:

:


need to follow up


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Trader Checklist / Food, Grocery or Deli

The Shopfront:

The Shop Layout:

Instore Displays:


need to follow up


The Shopfront:

:

The Interior:

:


need to follow up

Trader Checklist / Professional Services


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Your Notes...


Documents

Visual Merchandising Toolkit...Shop improvement and basic visual merchandising is the key to increased foot traffic and sales. Applying some simple tools in shopfront maintenance and