How Layers Add Pizzazz to Window Displays

Thin slivers of cake.
Pudding.
Icing.
Whipped cream.
Sliced berries.
Chocolate shavings.

I ogle cakes in bakeries. The elaborate layered ones that look so fabulous in the bakery case. I can bake basic cakes myself. Mine are good enough, but a little boring. Nothing like the fabulous professional bakery concoctions that make my mouth water.

A professional window display is like a bakery layer cake. It has visual interest that sets it apart and attracts attention.

You can tell a professional window display at a glance
Professional windows stand out because they use of layers. Layers give the display pizzazz. They add depth to the window display. The layers and depth add keep the display from being too boring.

To understand how layers can be used in a window display, let's look at this example from a Roots store.

There are three layers in a window display. All of these layers are used in the Roots window display. Even though the display area is less than 18 inches deep, the layers use that depth effectively.

The three layers in a window display are:

Layer 1 - Background
Layer 2 – Middle ground
Layer 3 – Foreground

Let's take a look at those layers in more detail.

Layer 1 - Background
The background of a window display is important. The background of the display screens off the rest of the store from view. Without a background, a display loses impact. The store interior distracts attention from the display.

To keep attention focused on the display, you need to have a background.

There are three types of backgrounds:

a) Permanent screens
Permanent screens includes any kind of full or partial wall that is constructed at the back of the display. The wall closes in the display, forming a permanent background for the window. A wall can be left alone, or combined with other backgrounds.

b) Temporary screens
Temporary screen partially closing off the back of the display with materials that are easily removed. The easiest way to create a temporary screen, is to hang a light coloured, translucent fabric from a dowel at the back of the window. This creates a background for the display, but does not completely block light from the window.

c) Signs, posters or graphics
Large signs are commonly used in displays. They can be used as a temporary screen on their own, or they can be combined with one of the other two background techniques. When signs or graphics are used, they attract attention to the background of the display.

Let's take a look at how the Roots display uses the background.

The Roots display uses both the permanent screening and a large hanging sign. The partial walls of wood screen the store interior from view, and provide a warm neutral background colour for displays. The Winter Sale sign is hung in the back of the display window. In this case, the sign is the main focal point of the window, even though it is positioned in the background. The design of the window is intended to direct your attention to this sign in the centre of the display.

Layer 2 – Middle ground
The middle ground of a window display is where products are displayed. This is the space between the glass and the background. Displays of merchandise do not have to be elaborate to be effective.

The Roots product display is intentionally simple. The goal of this window is to direct attention to the Winter Sale sign. The mannequins frame the sign without blocking it.

The stacked cardboard boxes on the right hand side balance the mannequins on the left. They frame and support the focal point without detracting from it.

Layer 3 – Foreground
The foreground is the glass of the window. The glass can be used by placing signs and display materials directly behind it. Or the glass can be used for a surface for paint, vinyl graphics and text, or signs.

The foreground is a great place to repeat the store name. It can also be used to create a decorative frame around the window. Vinyl cling-film signs work well on the glass. They are re-positionable and reusable. Vinyl graphics and signs are effective because are easily seen in spite of reflections and glare on the windows.

Let's take a look at how the Roots window makes use of the foreground.

In the Roots window, even the background and middle ground are close the the window. The only other foreground treatment in the red sign on the window, announcing an extra 20% off.

Even with this shallow space, layers can be effective. You can see how the layers make use of the entire space and create more interest than just a single sign or product display.

Summary
To give your displays professional pizzaz, think of those luscious bakery layer cakes. Add interest and flair to your displays with these three layers:

Layer 1 - Background
Layer 2 – Middle ground
Layer 3 – Foreground

Use the three layers in your displays to improve them right away.


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How Supermarket Display Techniques Can Help You Sell

When was the last time you walked out of a grocery store with only one item?

You go to the store to pick up milk. But you come out with several items you didn't plan on buying. This happens to everyone. An overwhelming majority of grocery store purchase decisions are made inside the store. And it's not a coincidence that the displays are masterful.

You can learn a lot about display just by browsing your local supermarket. The best ones to visit are the higher priced gourmet markets. The displays are stunning. And effective. They get shoppers to buy.

You can learn many tips for great displays by visiting the produce department of a gourmet supermarket.

Let's look at three supermarket display techniques that you can borrow:

1. Angled merchandise
2. Colour
3. Containers & Props

1. Angled merchandise
When you browse the produce department, you'll notice that most, if not all of the displays are angled, or tiered. That means the display is lowest at the front, and rises up towards the back. This technique is used to present more merchandise to the customer in a small space.

Presenting the merchandise this way also makes it look more attractive. You'll notice that these displays look full and bountiful. There are also a number of different types of products arranged in layers. The variety of product makes these displays appear more attractive.

Let's look at the second display technique.

2. Colour
Once you start looking for colour in produce displays, you'll start noticing it over and over. Produce is often displayed to make the colours appear more vibrant, attractive and mouth watering. This is done by placing contrasting colours next to each other.

In a large supermarket, it is rare to see a big cluster of green vegetables all together. You'll see the green interspersed with bright colours. Green lettuce will be next to red leaf lettuce and radicchio. Green peppers next to red and yellow. Green apples next to red.

The contrasting colours are used in combination with the technique of angled merchandise. The produce department is full of artistic, still life arrangements to tempt us into buying. Yet most shoppers are unaware of how carefully each of these displays is planned to be visually pleasing. The colour in these arrangements is one of the biggest factors in making the produce tempting to shoppers.

This brings us to the final technique.

3. Containers & Props
Supermarkets use carefully chosen containers and props to present their merchandise. When you browse the produce department you'll see baskets and crates used for display. They are there purely to set the mood for the department. These are the tools the stores use to create the image of farm fresh produce. Although they do help hold the products, these containers serve mainly as props.

If you look closely at the baskets used in grocery stores, you'll notice they aren't completely filled with product. Most of them either have false bottoms, or are mainly filled with raffia or other filler.

Why is that? Well, produce looks appealing when it is mounded up and full. Not when you have to peer into the bottom of a basket to find it. Also, produce is heavy. A big basket filled with produce will be causing damage to the ones that are at the bottom. So, supermarkets keep their baskets full and overflowing by restocking them regularly.

Summary
Don't be afraid to learn from the masters of display. Take these techniques and adapt them for your displays.

1. Angled merchandise – use angled containers or risers to present merchandise
2. Colour – contrast colours of products to create irresistible displays
3. Containers & Props – mound products in attractive baskets and bins

With these display techniques, you can tempt your shoppers to leave your shop with more than just one item in hand.

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How Displays Can Increase Sales: The Strawberry Shortcake Factor

Imagine someone offered you some fresh, ripe strawberries to eat. They look pretty tempting. Would you have some? You might say yes. You might say no.

What if you were offered shortcake and whipped cream with the strawberries?
Now the temptation factor goes up. It's not just strawberries, but strawberry shortcake. And you have more choices. You have more ways you can say yes.

You can say yes to the strawberry shortcake topped with whipped cream.
You can say yes to the strawberries and whipped cream.
You can say yes to cake and strawberries.
You can say yes to cake and whipped cream.
You can say yes to strawberries.

Most people will say yes to one of those options.

What does strawberry shortcake have to do with displays?
When you put a product on display, customers will choose yes, or no. When you add the strawberry shortcake factor, you increase the opportunities to say yes.

In display lingo, this is often referred to as cross merchandising. Cross merchandising is taking related products from different categories, or departments, and displaying them together. This technique increases sales by showing customers what products work well together. Instead of buying just one item, shoppers often buy more than one.

You can use this technique in your store. Add the strawberry shortcake factor to your display by adding products that compliment each other.

Example:
A pet store has a new line of dog shampoo to promote. The display idea starts with the shampoo. Add the shortcake factor by imagining a situation where a customer would use the shampoo. What are all the supplies someone might use to give a dog a bath?

• dog shampoo
• towel
• hair dryer
• brush
• other grooming accessories

Now you have a group of products that create a strong theme for a display. Shoppers immediately associate the display with bath time. They might even imagine themselves giving their dog a bath.

Some will realize they need shampoo, and buy it. Other customers might already have shampoo. But they might want to have a special dog hair dryer. Or a new brush. Or both.

The display offers these shoppers more ways to say yes.

The secret of the strawberry shortcake factor
The shortcake factor is not the same as a jumble of unrelated merchandise. The secret of the shortcake factor is to display items that share a connection.

When shoppers see the display, they should be able to imagine how the products go together. When they see cake, strawberries and whipped cream, they can imagine strawberry shortcake. When pet owners see dog shampoo, a towel and brush, they can imagine bath time.

When shoppers imagine the products together, and imagine themselves using them, they are more likely to buy.

So, what are you going to put in your next display?

Use the strawberry shortcake factor
Give your customers more ways to say 'yes' to what you have to offer.

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