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Guide to visual merchandising 24/4/09 12:32 pm Page 2
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Erotic Trade Only May 2009
PICTURE PAINTING
product inside!
Go through your stock and keep
referring back to your target customer
asking yourself what do you think she
would like to buy? If you’re not sure,
ask your partner, wife, girlfriend or
friends to help you.
Get rid of products that aren’t
selling well or that won’t appeal to
make room for new ones. Speak with
your suppliers to find out the most
popular lines and ask their advice if
you’re looking for something specific.
Good suppliers will always have the
time to go through their ranges with
you and discuss what would be best
for the type of customer you seek to
attract.
If you are thinking of stocking, (or
already do stock) lingerie, there are a
few important tips to follow. Most
women like to buy lingerie that is
sexy but also practical, as the
expense of buying something that
cannot be worn day to day as well as
for special occasions often cannot be
justified, especially at the moment
when money is tight. Window displays need not cost a fortune - this one comes in at £6!
Customers like to see new things
when they visit a shop frequently, so colour regularly to go with the lingerie little as £1.56 per meter) and create much to welcome a new customer. As
find companies that can supply new it displays or a special event like drapes to hide the background. It is a rule, natural light is preferable as
collections on a regular basis. Check Valentine’s Day. easy and cheap to change the fabric the main light source but if that’s not
out your competitors and try to stock Secondhand furniture, like a so for Christmas try rich reds, pinks possible, invest in some bright spot
different styles. dresser with chair, can be picked up for Valentines Day and bright, funky lights. Although they can be pricey,
Most women do not generally buy for £20 or £30 and be painted and prints for the summer months. spot lights are a great investment and
bras is sizes S, M or L, so invest in are used by most retail stores to light
brands or products that come in a key areas of the shop to draw
range of proper sizes. Also, if at all
possible, provide a fitting room. If a
Creating desire for a product and delivering a positive
attention to the products in these
areas.
woman has the opportunity to try
something on, it is much more likely
shopping experience is the main aim of visual
The retailers we supply report that
having display samples of toys leads
that she will make a purchase.
Don’t forget about consumables
merchandising
to significantly higher sales. Engaging
the customer with the product is half
such as lubes and romantic gifts such the work and using samples can
as silk blindfolds and feather ticklers. given a new lease of life. Products For smaller displays, look in make your sales role much easier.
The Love Yourself range of erotic can be draped and displayed on and charity shops and supermarkets for Fun Factory provides a range of
body care products from Fun Factory around it and give a lovely boutique cheap items to support the products display units with sample toys to help
is well packaged and stylish, at home feel to the shop. you are displaying. These ideas can highlight the Fun Factory brand to
on any bathroom shelf or bedside If your display is backed (so be used for internal displays on customers and allow them to interact
cabinet. passers by cannot see into the shop shelving as well. with the products. Being able to
through it) ask suppliers for posters touch, feel the strength of vibration or
I’VE DECIDED ON MY STOCK AND to advertise the brands and products If you don’t have a display then effort quality of the materials used will lead
PAINTED THE SHOP, NOW WHAT? available. Instead of sticking them up can be made in the form of posters or to better sales and the customer
with Blu-Tack, get some cheap brand signage to indicate what can being confident their purchase is
Visual merchandising can be very frames, paint them and hang them be found inside. right for them.
creative so let yourself have fun with up, they will look much better. Making the space for samples
displaying your products. It is Alternatively, you can pick up INSIDE THE SHOP... should be a priority and don’t forget
important to change displays regularly fabric and a staple gun cheaply (try about testers for lubes and other
to attract attention and so customers IKEA for a range of fabrics from as A shop’s layout and dècor can do so consumables. If space is at a
can see new products, so bear this in premium and a small shelf or table
mind before you splash out on with samples is really impossible, try
expensive items you won’t use again. to choose brands and products with
clear and modern packaging that
OUTSIDE THE SHOP... allow a good look at the product
inside.
If you’re lucky enough to have a Finally, try to put your most
window, then use it to its full popular items near the back of the
potential. Most women shopping on shop. Customers will have to walk
the High Street have come to expect past all the other products to get to
high quality displays to tempt them them and may be tempted into an
inside. A lonely, red PVC basque extra purchase. If you stock DVDs, it’s
stuck on a dummy with a few limp a good idea if they’re not the first
hearts stuck to the windows is not thing customers see when they enter
going to impress anyone. Your window your store - some shyer types could
should sum up what lovely lingerie be put off.
and goodies can be found inside your Keep displays uncluttered and
shop and draw people in for a closer simple, and arrange products into
look. categories to make browsing easy.
For larger window displays, the By following a few simple
Free Ads and eBay are your best guidelines, and with a lick of paint,
friends. Mannequins are expensive so some creative thinking and £50 down
try looking for secondhand ones and at IKEA, a new group of consumers is
spray paint them. Try gold if you plan within reach. Women want the
on doing it once because this warm opportunity to shop for high quality
colour generally goes with anything,
or buy a few cans and change the
Fun Factory’s Harrogate Lingerie Show booth - visual merchandising in action...
erotic products so let’s give it to
them.
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