In an era when data dominates and everyone in retailing practices their own brand of fact-based decision-making, some things have gone missing from the business. Among these are creativity and a sense of fun that consumers can connect with as they enter stores.
Barbara Crowhurst, retail makeover (AKA visual display) specialist based near Toronto, told The Ottawa Citizen, that stores do not pay nearly enough attention to display space and the visual impression that stores make on shoppers.
Ms. Crowhurst said that when it comes to visual merchandising, "Most retailers have their eyes closed."
Smaller merchants are hurt most by not investing the time to set themselves apart through visual display. Strong displays in windows and inviting facades can pull shoppers into stores, she said.
"Window displays, as I see them, are eyes into the store," she told the Citizen. "What it says to the consuming public is: 'There's something exciting happening here'."
High impact displays in stores draw traffic to key areas and move shoppers to take in a wider percentage of the store.
"We have a competitive edge if we have good display... Show customers ideas," she said. "Display has to tell an end-use story."
When it comes to displays, Ms. Crowhurst has her favorites.
"Look at IKEA. It's all display" she said. The furniture retailer succeeds, Ms. Crowhurst said, because it uses displays to improve the shopping experience by entertaining and education shoppers at the same time.
Discussion Questions: How important is visual merchandising to retail store performance? What is the state of visual merchandising across various retail channels today? Which merchants are best at making a good visual impression on shoppers both outside and inside the store?