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www.giftwarereview.net Giftware Review May/June 2014 49


Good display = great sales Retail Services


Great gift shops can quickly establish a reputation for themselves but the best products in the world won’t get noticed if the visual display is poor and that’s where calling on an expert can make all the difference in the world. Just a few tweaks to the staging, a


quick paint job and the addition of some clever props can transform a jumble of ideas to an iconic display that has customers falling over themselves to buy a piece of your brand image. The stunning improvements that can


be made are what motivates Ellie Kidson (pictured), a visual retail specialist for the Metamorphosis Group who inspired her audience at Spring Fair seminar earlier this year. By showing images of displays the company has worked on she proved some of the simplest ideas are the best and they don’t have to be expensive. The company is a dedicated


independent retail consultancy specialising in visual merchandising, brand delivery and retail performance improvement. Ellie said: ”At the forefront of our solutions lies the most important retail factor of all – a positive customer experience. It is this ethos,


She said good composition was vital


...it’s not just about


decorating the window...


combined with our bespoke market research, specialist knowledge and customer insight, that we share with our clients.” There is no doubt there are still


casualties occurring on Britain’s high streets and retailers have got to be one step ahead in every aspect of their business if they are to make the grade. Sloppy, unimaginative presentation is unacceptable in today’s competitive environment and it doesn’t take much


effort to make serious improvements. At Spring Fair Ellie reinforced the


importance of good window display and said picking the right prop was often key. She said: “It is not just about decorating the window, people need to be clearer with their props. Keep the design consistent and go across the road to see what effect you have created from a distance.”


and if the shop specialises in a certain product or range it should make that a feature. “I ask people to tell me a story, and use that as the basis of their display. Always use simple colour techniques and avoid presenting a powerful mess,” said Ellie.


Much has been made of lifestyle


images and choices in recent years and good retailers will aim to inspire a lifestyle. Always reflect a season or major event and keep up to date with current trends – your customers will let you know if you fall behind the times. Ellie said: “All of our solutions, in store,


on-line and on shelf (POS & branding) are designed to create an exceptional customer experience and unleash the full potential of your business.” To help retailers develop their own


merchandising skills, Metamorphosis offers a series of one-day courses with the aim of quickly increasing display skills, knowledge and expertise.


...be clear with your props...


Images: Biscuiteers


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