Visual Merchandising Magic

A retail visual merchandising expert shares the tips and tricks of his trade

By Travis J. Reed

Nearly half of women shoppers end up with an item—be it eyeglasses or something else—they saw in a store display.

That should be a wake-up call to put more time and effort into the visual appeal of your dispensary and the eyewear in it.

WIRE: (above) Simple chicken wire can be bent and cut into any shape and frames inserted. GLITTER: (r) Small disco balls bought online can also be holiday ornaments. Use silver glitter vinyl and oversized frames forr focus.

BUTTERFLIES: Purple metallic floral sheeting used as a base with three risers showcasing purple-tinted frames on clear acrylic risers with four butterflies attached with tape. (Butterflies come pre-wired and a set of 10 in multiple colors is less than $10)

WHAT TO FEATURE

The first thing to consider is what to put on display. Never promote something visually that is already selling well, on sale, or discontinued.

To create your display, focus on a style, color, brand story, or a current trend. Walk around as if you were a customer and see what colors, patterns, styles, or materials are repeated most. Also, look at consumer fashion magazines and websites, as well as industry publications like Eyecare Business to see what is being advertised most and what celebrities are wearing.

STEP BY STEP

The power of a simple vitrine—a cabinet or case with glass or acrylic walls for displaying specimens or art objects—can be all you need to start drawing the customer’s eye to something specific.

The luxury of using a vitrine is that the box keeps the customers from taking apart the display, which also encourages interaction with staff. Glass models are easiest to clean and a worthwhile investment as they look more regal than acrylic.

■ PICK A LOCATION. Place the vitrine in a window, on a pedestal, near the register, on a shelf, or even in a wall shadow box. What’s most important is that the location has a lot of light, drawing in the eye of the viewer and making the colors, materials, and textures easily visible.

Even small eyewear boutiques often find half a dozen or more prime locations for this type of display. Some ECPs choose lockable models for their high-end merchandise.

■ USE ODD NUMBERS. Visual merchandisers often go by a rule that odd numbers look most appealing—so a group of three or five items might be a good start. At times, though, just one amazing product can make a statement on its own.

VINYL ART: Famous artist Piet Mondrian inspired this vinyl application, in which solid color vinyl is used, with one window revealing the retro frame

YARN: Light and medium blue yarn is used in a casual pile to hide the clear acrylic riser and to contrast the yellow tortoise frames. A simple bow was hand tied and adhered with clear tape to the back wall of the vitrine to fill negative space and add interest/whimsy.

■ SELECT THE BASE. The base of the vitrine can be acrylic, mirror, wood, fabric, vinyl, a carpet square, metal, glass, or specialty materials such as faux grass or floral sheeting. Each can be used at different times to mix up the look.

■ KEEP PRODUCT CENTRAL. Remember that merchandise has to be the center of attention. A great display uses both props and colors/textures that draw the eye to what is being sold and to tell a story or evoke a feeling or idea about that highlighted product.

The biggest mistake an amateur merchandiser can make is to create a display that’s too drippy, meaning the overuse of props and unnecessary colors/elements.

■ SET THE STAGE. Start by asking yourself these questions: What does this merchandise make you think of? Who would wear it? Where are they going in it? Why would they buy it? That information can help you set the stage for the display.

■ BUY NEUTRAL RISERS. A vital element in a vitrine or any display is risers, especially with smaller merchandise like eyewear. A riser should be visually neutral so that the product is elevated to the necessary height without drawing attention to the riser itself. The best are clear acrylic or glass, wood, steel, or white plastic. A riser can always be covered with vinyl, fabric, or paint when necessary, so start with neutral elements that can be used seamlessly and in any setting.

■ USE DOUBLE-SIDED TAPE. Invest in some double-sided, high-strength bonding tape (e.g., 3M VHB). This tape has a high tack—that is, it’s very sticky—and is completely clear and much thicker than typical tape. You’ll need it often to secure props or keep frames in place (see sidebar on p. 89 to order sample).

■ KEEP SUPPLIES ON HAND. Besides tape, invest in a good pair of fabric shears as well as tin snips that can cut wire and metals. Windex and paper towel will be needed as vitrines tend to be high in static, attracting dust and debris.

TRICKS OF THE TRADE

After the vitrine’s base is covered in the selected material, make sure it’s secure and flawlessly smooth.

■ STRETCH BASE COVERING. This might require a staple gun to pull tension in fabric, a squeegee for vinyl, or even an iron/steamer when necessary.

■ CONCEAL RISERS. Risers should be placed so that the props cover them as much as possible. That way, the eye moves toward the merchandise.

■ CREATE A PYRAMID. Most visual merchandisers try to build a pyramid-like shape with the merchandise and props, drawing the eye to an apex where the most important element, product, or brand name, is located. Use clear tape should secure all elements.

■ ORDER CUT VINYL. Vinyl is the plastic sticker-like material used in retail window displays. It comes in hundreds of colors, transparent, translucent, and opaque. Specialty vinyl is also available in textures like chrome, sparkle color metallic, faux wood, etc.

Vinyl is cut by a machine somewhat like a printer, with a razor blade instead of ink. Local businesses such as Sign-O-Rama can create what you need with art supplied by you or your vendors or from catalogs of clip-art they keep on hand.

SUPPLIES: Set of clear risers bought online, clear double-sided high adhesive tape, fabric shears, and an acrylic 10x10 vitrine

FLOWER: (below) Faux grass base can be purchased at big chain home improvement stores or online by the foot. Multiple clear acrylic risers showcase four mustard and burnt sienna toned frames. Fabric flowers available online and at craft stores.

■ ADD CARPET SQUARES. A pre-cut carpet square can add color to the bottom of a vitrine or window display. FLOR carpet squares are a great example of this type of product. They sell individual, precut squares in a range of colors, textures, patterns (and quality), with a peel-off adhesive. And, they can be reused.

■ TRY FLORAL SHEETING. Available online, this material adds color, texture, and whimsy to a display with very little cost. It’s the plastic textured material used on parade floats.

■ BUY MIRRORS. Mirrors can be purchased at a local craft store and cut to a specific size either locally or online.

A simple vitrine can take as little as five minutes to an hour to create, and is well worth the investment of time and money. Sales should be tracked on the items in these units to determine which types of displays and locations are most profitable. Also, record customer comments.

Don’t expect perfect results the first few attempts. Start with something that is clean and simple, but still visually attractive. For inspiration, check out vitrines at local retailers that sell fragrances, accessories, jewelry, and handbags. EB

Travis J. Reed is currently the creative marketing director for the International Academy of Design and Technology in Chicago where he also teaches visual merchandising and marketing. In addition to designing stores in Chicago and Ireland, he has done visual merchandising for retailers including Macy’s, Cartier, and Lord & Taylor.