DRESSING UP YOUR RETAIL SPACE
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symmetrical object or display. When a central item is slightly
higher than two other objects, the eye will focus on the
highest point and then work downwards. If you place one jar
of moisturizer on top of two other jars of moisturizer, making
a pyramid, this display will be more pleasing to the eye
than three jars of moisturizer in a row or stacked
directly on top of each other.
Clearly display prices. If using price stickers,
choose a consistent and convenient position for
the price sticker. Generally, the best position is
at the base or the back of the product. Be careful
not to obscure the ingredients’ information.
Dust is the bane of beautiful merchandising—combatting it
should be a priority. The most exotic skin-care products, well-lit
and displayed become devalued in your customer’s eye by a thin
layering of dust. Your staff should clean regularly and you may
wish to consider using glass cabinets to protect your products.
Reception and Retail Areas
With limited space available for uses other than customer
relaxation and treatments, many spas have adjoining or
combined reception and retail areas, giving customers waiting
for treatment the opportunity to browse:
● Consider whether a centrally placed “island display”
and/or well-lit wall displays are appropriate for the layout
of your facility.
Consider limited seating in the retail area so that
customers are more inclined to browse.
Ensure that décor and ambience match your spa “theme.”
If you are promoting peace and tranquillity, you may wish
to consider a décor of soft blues and greens, with
gentle background music and a light but
pleasant scent. If you are promoting
organic natural skin treatments, you may
wish to consider furniture and fittings
made of eco-friendly materials, such as
Research has shown that you have three to seven seconds to
make an impression on potential customers as they walk past
your window display:
● Choose a theme, displaying your best-selling products in
the appropriate context. This will help to grab your
customer’s attention and the context will help trigger his
or her purchasing decision. For example, you could work
with the theme of summer time, and create a visual
“beach” display that includes towels, flip-flops, sunscreen,
hats, after-sun products and tote bags.
● Change your displays regularly to attract regular traffic back
into the store, and also to take advantage of seasonal
themes, such as the holidays.
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