Retailers Forum Magazine - February 2024 EMAG

FORUM WORKSHOP
The gift shop that uses a vertical, glass-shelved
display case, with a dozen items in a spacious
array, gives the customer a clear view of each
item, and narrows the choices. How much is
enough? It depends on your business.
Even how your store is arranged can make a
difference as to whether or not people will enter.
A deep store with a narrow glass front has an
advantage over a store with a wide, open, glass
front, or one with no visibility from the street or
mall corridor. A sufficient sampling of your merchandise
should be visible to passersby to entice
some to walk into the store. If everything
you stock is visible from the window, why
should anyone walk in? Your customers will
come in, but will people who are “just browsing,”
who want to look around but not buy
today? Unlikely. You want to entice both groups.
forumworkshop
Think about your favorite bookstore. People
browse through bookstores. I will visit a bookstore
five or ten times for every purchase I
make. Book lovers like to visit bookstores regularly,
to plan their next book while they finish
one. Bookstores place a selection of books in
the window or entryway to draw people in. Then
rows of bookshelves, that you cannot possibly
see over, force you to wander the aisles. Too little
visibility can entice shoplifting. So make certain
that your
staff can see
the browsers,
even if they
canʼt see all the
merchandise,
from anyplace
in the store.
continued..
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Page 30 FEBRUARY 2024 | RETAILERS FORUM MAGAZINE