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Guide to visual merchandising 24/4/09 12:31 pm Page 1
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PICTURE PAINTING
Erotic Trade Only May 2009
A practical guide to visual merchandising
If your existing retail customers aren’t supporting you, maybe it’s time to reach
out to a different group. Stephanie Baker, UK Brand Manager for Fun Factory UK,
explains how stores can appeal to women through visual merchandising...
B&Q sharpish.
* Take advantage of any natural
light you have - place tall display
units or free standing shelves towards
the back of the shop so they don’t
block the light.
* Use spot lights to brighten
gloomy areas.
* Make sure the flooring is clean.
You might want to overhaul the image
of the shop completely and a coat of
paint creates instant change without
breaking the bank. Choosing a colour
scheme is often difficult but these
guidelines will help:
* In small shops, steer clear of
strong, dark colours all over - they
will only make the room seem smaller
- stick with pastels instead.
* Painting one wall a bright colour
lifts the whole room and creates a
feature which you can use later when
placing your products.
* Unless you’re totally certain it’s
going to look brilliant, keep the
ceiling white.
* Larger shops with decent ceiling
height can take strong colour but get
a second opinion as it will be a pain
to paint over!
* If you have a colour scheme,
don’t forget about the furniture as
well.
WHAT SHOULD I STOCK?
If you’re lucky enough to have a window, then use it to its full potential... Image courtesy of So Shei
You can have the most spectacular
T
hose with retail businesses know would perhaps expect. This guide shopping experience is the main aim shop imaginable but unless you are
it’s always been tough running a aims to explain the importance of of visual merchandising and selling products that women want to
shop on the High Street, with visual merchandising, its effect on something even we aim to achieve at buy, you’re wasting your time. A
competition for customers fierce, but sales and how to achieve a shop trade shows. product review is essential to make
with the recent economic troubles, makeover that will appeal to female sure you have the right products to
attracting customers willing to spend consumers. DO I NEED TO CHANGE MY sell once you’ve managed to get the
money is becoming the main focus of VISUAL MERCHANDISING? girls through the door!
every store. SO WHAT IS VISUAL When new customers contact me
As reported in ETO, the Hewson MERCHANDISING? If you didn’t think you had any, then and ask for advice on selecting toys
Group recently published a report probably! Even if you have thought from Fun Factory’s extensive range, I
called Women, Sex and Shopping, Visual merchandising is the term about the layout of your shop and its usually suggest taking a selection of
which clearly indicates that women used to describe how a shop has dècor etc, a regular review of how our best sellers and adding to the
should be the target market for the been designed and products effective it is on sales is useful. A range when they know what their
adult industry. displayed to make them seem more simple way of doing it is to divide the customer is looking for.
But although new businesses appealing and increase sales. Visual sales floor into square meters and When choosing toys, quality is vital
entering the adult industry are setting merchandising covers all aspects of a work out which areas bring in the and brands increasingly sought after.
their sights firmly on my purse, shops appearance, including how it most sales - is it DVDs, toys or Select a range of high quality
existing adult businesses have hardly looks on the outside, window displays magazines etc? This method makes it products and make sure that none are
changed, even though the trend and internal display areas, the colour easy to see what areas and products the same or very similar in shape -
highlighted by the Hewson Group’s of the walls and furniture, posters need improvements to increase sales. your customer will then get a wide
report is not a new one and was and/or graphics, lighting and product range of choice with something to
spotted some years ago by Ann arrangement. THE BASICS suit their every need. Rabbit vibrators
Summers. They exploited this market Visual Merchandising is incredibly are best sellers for many shops, but
to the fullest extent and were important to any retail sector without Getting the basics right will stand you having 10 slightly different styles
successful, thanks in no small part to exception. It brings customers, new in good stead no matter who you’re means you don’t have room for other
visually merchandising their stores in and old alike, into shops, draws their trying to sell to. Here are some basic products for people looking to buy
a way that was appealing to women attention to different items, and rules to follow: something else.
and made the most out of the selling encourages impulse buying by making * Your shop should look clean, Make sure the packaging will
space available. a product seem irresistible (be it a bright and well maintained from the appeal to your customers - a picture
Tapping into this potentially very pair of earrings, new mobile phone or street, with clear signage and of a naked lady squashing her breasts
profitable market does take a little a vibrator). Creating desire for a information on opening hours. If together on the box will not
effort, but not as much money as you product and delivering a positive you’ve got peeling paint, get down to encourage a closer look at the
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