Case Study - Retail Review

Retail Notes:

Last month I sent out an invitation in my Retail Tips newsletter inviting readers to send in a photo and description of a display issue in their stores.

The first respondent was Marilyn Revell from New Zealand. She struggles with strong reflections on her front window that completely obscure her displays.

Here are a few of the highlights from her Retail Review.

Problem: Window Reflections

Dealing with window reflections is a common problem for retailers. Here's how Marilyn describes her problem:

During the day people can't see in my window as it reflects the building opposite. Although quite light inside, the shop appears dark when looking in from outside and if my door is shut (due to cold) people think I am closed!


Solution

Window reflections are caused by stronger light on one side of the glass than on the other. This effect can be reduced in a couple of ways. Light can be increased inside the store, or decreased on the outside of the window.

Increase the light levels inside the store.

Window displays need strong lighting, to reduce reflections, and also highlight the merchandise, capturing attention of viewers and directing their eye to various areas in the display.

It seems backwards, but you actually need a higher level of lighting in the windows in the daytime, than you do in the night. You need to balance the very strong sun reflecting off the white buildings across the street. Lighting should be positionable spotlights so that they can be moved when the displays are changed. There should be enough lights to highlight all the merchandise in the window adequately.

In addition to the lighting, there are a couple of things you can do with your display. Light objects are generally more visible in the window. You can screen off your window display area with light coloured panels that provide a backdrop for your display.


The merchandise in your window is quite dark and will create a strong contrast, or silhouette against the lighter background, making it easier to see. Having said that, again, I have to emphasize that this will only be effective with stronger lighting in the window.

Open for business.

Marilyn's store already has a sidewalk sign to help shoppers determine whether the store is open. This is a great start. To make sure a message gets across, the information often needs to be available in more than one location. Think about putting your store hours on the door, or even in one of the windows. Rather than placing a sign in the window, I like to use vinyl lettering that applies right on the window. It looks professional, is not too expensive, and does not detract from what is inside the store.

Display Tips

Once you have made your display window more visible, here are a couple of tips to help you make your displays more effective:

1. Choose a theme for your window. Evening wear is displayed in the window, which could be tied together in a stronger way by choosing a colour theme as well. Placing garments in the display that are of similar colours would create a more dynamic grouping. Another alternative would be to choose contrasting colours such as black and white. Keep the colour choices simple.

2. Think of outfits or coordinates in the display window. Instead of a wide variety of purses in the window, coordinate a purse, and/or other accessories with each outfit.

3. Create varying heights in the window. Using just the floor of the display window creates a static display, and is too low to attract the eye. Using cubes, displayers, or shelves of vary heights creates a more dynamic and visually interesting arrangement.

Do you have questions or experience dealing with window reflections in your store? Please share your comments.

Do you struggle to merchandise a display area or fixture in your store? Find out more about the Retail Review here.