Find the picture here http://www.theoneoff.com/work/browse/client/primark
We all know that Christmas is the biggest time for retail sales, but what can you do to make sure you get the most out of the silly season? Getting shoppers into your store is the first step. You only have a few seconds to grab a shopper's attention and lure them into your store, and window displays can make or break a shopper's decision to enter. Remember, a bunch of things shoved randomly in a window is not a window display.
So what are the essential elements of an effective window display?
Balance: Asymmetrical or symmetrical displays as long as it is balanced. Asymmetrical visuals always attract the eye because it stands out but it is much more difficult to balance.
Size of Objects: Place the largest object into the display first as it helps to balance the other elements.
Colour: Set the mood and trigger feelings.
Focal Point: Where do you want the shoppers' eyes to go? Use the product, signage and background colour to attract the eye.
Lighting: Should accent focal point, if possible.
Simplicity: Less is more so know when to stop and don't add too many items.
The problem is, creating a great window display is time-consuming, head scratching and expansive. The LiveWire cable system is the best way to create professional window displays that changes with the season. Purchase one display and use it for all your promotions.
How do you create affordable and effective window display?
The LivewireTM cable display system is a stylish and space-saving ceiling to floor shelving option that is ideal for showcasing your prime products. Choose one focal point per shelf and ensure that everything else only acts as an accompaniment to that focal point. Too much clutter can detract from your featured products.
SI Retail's acrylic risers allow you to create varying depths and heights for you to display your featured products, which will catch shoppers' eyes.
These products should also be enhanced with smart lighting that complements both day and night.
Make sure you are fully stocked with the products that you are promoting in your displays, and avoid promoting "limited edition" items. It is also advisable to place widely appealing and affordable products in your window display, so that customers are not discouraged by high prices and eclectic tastes.
If you are working to a theme, such as Christmas, keep this in mind while decorating your display, and stay within the one colour scheme or choose opposite colours for effect. Consistency is always highly effective.
When setting up your display, view it from outside as often as you can to ensure that it is working, and continue to tweak it as necessary. This may seem time-consuming, but your hard work will ultimately pay off through increased traffic and sales. And don't be afraid to ask your customers what they think; their feedback can be invaluable.
Above all, remember to keep those windows clean! Don't let those grubby finger marks ruin your hard work.
And for your inspiration, below is a selection of displays that uses the LiveWire Cable System
Shoplifting costs retailers billions of dollars per year and it is on the rise.
Theft can come in the form of shoplifting, organised retail crime and dishonest staff.
According to the Australian Institute of Criminology (AIC), there are approximately 7.3 million incidents of shoplifting per year. It is estimated that each retailer will experience about 40 incidents of shoplifting to a value of $110 per incident. This all adds up, and is even more worrying in the current retail financial climate.
The most effective way of protecting your products is to add a stop lock.
Firstly, you will need to identify the products at risk in your store. Perfect items for shoplifting must be concealable and removable and they are usually valuable and fashionable. Read more here
SI Retail's magnetic security system - the Stop Lock - will keep your valuable stock safe while still allowing your customers to look at and feel the product.Â The Stop Lock suits hooks up to 6 mm thick and works on all of SI Retail's display hooks.Â A key is required to remove the Stop Lock from display hooks, ensuring that your products are protected and less prone to theft. The Stop Lock is ideal for hardware, electronic stores and any retailer with valuable stock in secure packaging.
SI Retail also stock security mirrors to further boost your store's security.Â Contact SI Retail today on 1800 211 122 or visit www.sishop.com.au to view all of our retail security products.
Fixtures Close up (A POP fixtures review blog) has a great Pinterest Board with different product security accessories that do not work very well. It gives you an idea of what you shouldn't do. Or go to the anti-theft/security category for reviews about store security accessories.
Shoplifting in Australia is on the rise
"Retailers report 70 per cent rise in shoplifting in six years in Queensland" (1), this was the title of an article of the Herald Sun, September 2012. Unfortunately this shoplifting trend is on the rise. According to the article, shoplifting losses nationally climbed to an estimated $7.5 billion in 2011, up from $6.8 billion in 2010 and $4.5 billion in 2006.
QUT School of Business researcher Dr Gary Mortimer said shoplifting is costing Australian retailers (2), at least $10 billion each year.
According to a government report called "Understanding and Controlling Retail Theft", (3) a 2-3 per cent loss of sales to shoplifting can amount to about 25 per cent loss in profit. In order to make the most out of the holiday season and increase profit, retailers need to install store security to combat shoplifting.
Type of Shoplifters
There is another type of shoplifter (4) that comes under the amateur category and it is the Juvenile thieves. They mainly steal for the thrills or because of peer pressure. They act in groups, usually steal recreational items that they are going to use and most of the time they are girls.
Ways of Shoplifting
• "Grab and run"
• Concealing an item with newspapers, Coats, Gloves, Umbrellas, nappy bags...
• Removal of packaging, this technique removes any electronic tagging and give the impression of a used item.
• Switching the price tag
• Refund fraud
Common Stolen Items
According to a 2011 report from the Australian Institute of Criminology, the most commonly stolen items are women clothing, health and beauty products, music, and videos. The least stolen items were found to be men clothing and household furnishings. (Clarke 1999) (5). Clarke developed an acronym CRAVED to summarise the factors, which make an items attractive to thieves. "Concealable, Removable, Available, Valuable, Enjoyable, Disposable." (1999, p. Vi) (5)
Table 4 is taken from a report of the Crime and Prevention of NSW (6) and it provides an overview of the top three most stolen merchandise and their share in each market. When compared with international markets, the majority of items that are most-stolen in NSW are consistent with international trends. "It would seem then that shoplifter's target the same items all over the world and as mentioned tend to focus on small and easily concealed, expensive, branded merchandise."(6)
• Using customer services
o Greet every customer that enters the store so that the potential thief feels watched.
o Tell staff to make frequent eye contact with customers browsing on their own
o Assign zones to your staff so all areas of the store are being watched
o Implement a procedure for bags brought by customers
o If you notice any suspicious activity alert all staff
o If you notice suspicious behaviours, approach the person and ask if he/she needs help and let her/him know that you will be near.
o Make sure your staff is attentive to the price tag and push them to ask for a price check if unsure
• Using Security accessories
o Maintain adequate lighting,
o Install security mirrors to secure "blind spot"
o Use Magnetic Security Device such as SI Retail's Stop Lock
o Use anti-shoplifting signs to scare the potential thief
o If you have a big store, make frequent "fake" announcement about store security to scare shoplifters
• Using a clever store layout
o Design the store so that customers must pass the register area to exit the store
o Block off unused checkout aisles
o Do not display merchandise near the exit
o Keep the store tidy
o Lower displays around the cash register which block the cashier's view of the store
o Store small, expensive items in locked cabinet, behind the counter or add a stop lock
o Be mindful of product placement for all the risky items
o Depending on the size of your store, add a bell to notify your staff when a person enter the store
o Keep the fixtures low near the entry and exit so you have a clear view of the traffic
o Keep the windows clear so that the store is visible from the outside
o Shelving above shoulder height should have security mirrors to ensure staff can see customers on the other side
o Position the gondolas so that aisles are visible from the register
• Implement policies and procedures
o To help your staff deal with shoplifters
o To clearly communicate important policies such as the bag check policy
o Keep a record of the items most commonly stolen from your store.
(5) Clarke, R. V. 1999, Hot products: Understanding, anticipating and reducing demand for stolen goods, Police Research Series Paper 112, Policing and reducing Crime Unit, Home Office, London.
Christmas is right around the corner so, is your store ready to "wow" your customers? Dump Bins are the cheapest and most effective way to increase impulse buy. According to U.S. studies by the Russell R. Muller Retail Hardware Research Foundation sales increase by 427% when you place products in a Dump Bin.
Dump Bins are floor standing displays used for promotional, seasonable and clearance products. They are designed to increase the product visibility and encourage impulse sales by creating a sense of urgency and by playing with the shoppers desire to find a bargain.
Everybody loves a bargain that is why flea markets and discount stores are so popular. But more importantly, people are fascinated by a treasure hunt, and that is why a full and messy dump bin will encourage shoppers to chase the bargain.
On the left are some results from the Russel R. Muller Foundation research that analyse the efficiency of different store displays.
Dump Bins are good for all your everyday and slow moving products but Christmas is not a time to get rid of unwanted items, it is a time to make as much profit as possible. Use Dump Bins to sell your slow moving product all year round but for Christmas try Dump Bins to sell high margin products. According to this study, temporary Dump Bins increase sales by up to 427%.
Why are Dump Bins so effective?
- They create a sense of urgency
- They create a sense of a bargain
- They focus on seasonal products that they need now
- They make shopping more entertaining
How to use your Dump Bin for maximum efficiency?
- Position the Dump Bin in a high traffic area
- Leave at least 1m clearance around the display
- Make sure it does not clutter the shop
- Focus on one category of products but add different colours so that shoppers have to look through the display
- Focus on seasonal products
- Choose items that can be easily picked up
- Keep the Dump Bin full
- Don't tidy up the display
- Change the product weekly
- Keep the life of the Dump Bin short as it will encourage people to come back for the next bargain
- Add signage to clearly highlight the discount
- Add colour to your Dump Bin
- Take the Dump Bin off the floor for a couple of weeks after 2 or 3 product changes
- Ensure the display is safe
- Ensure your staff know the product
Check out SI Retail's Dump Bins