RANGE REVIEW: POS & MERCHANDISING


Distracting windows Q


Here are three ways that may help improve the situation: · You could try using bright blocks of colour - either by colour matching the merchandise in tight groups or backing it with brightly-coloured panels. This will focus the eye on solid shapes beyond the window framing.


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· Another method would be to invest in a bright and versatile lighting system, which can be accurately focused onto your display, giving it a dramatic effect, which will throw the glazing bars into silhouette making them less intrusive.


· The third solution, depending on how small the panes are, is to use each pane to front an individual display area. You could construct individual boxes behind each pane giving a kind of “pigeon hole” effect. This would be ideal for displaying small merchandise, although lighting them effectively would need some extra thought. You needn’t use every pane; just form a pattern leaving some free to view through into the shop if it is an open backed window. One advantage of this style of shopfront is that, at Christmas, you won’t need to make much effort to join all those estate agents and ‘everything for a pound’ shops who stick black insulating tape on their windows to divide them into squares, complete with frosting in each corner to give an authentic seasonal effect.


Open or closed? Q


best plan?


Image courtesy of past DIY Week Britain’s Best Hardware Retailer winner, Cotham Hardware in Bristol


how interesting the remainder of the shop is and allow light into the interior. The disadvantages are that the shop has to be well presented throughout, particularly in the area immediately behind the window in order to maintain an attractive image. They are also more difficult to dress effectively and items can be stolen from them quite easily if they are close to an exit. Windows that are a complete box with one or two glass sides are much easier to dress in a way that has impact and creates interest. A solid coloured background “throws” the merchandise forward and graphics and props are easier to manipulate. These windows are more secure, they can be lit more dramatically and create a solid wall on the shop side for additional fixtures. Disadvantages are that they don’t advertise the interior of the store, they suffer from extreme temperatures and often have limited access, which can cause problems with large merchandise or props. The choice is yours. Which of these characteristics are more important to your business?


A www.diyweek.net 09 AUGUST 2019 DIY WEEK 21


As with most things there are advantages and disadvantages to both designs. Firstly, windows that are open with no back wall are good for being able to see


How often? Q


One of our shops is situated in an old part of York and the front windows are divided into small panes by glazing bars. We enjoy creating our window displays but feel that the look of the dividing lines across the window detracts from our efforts. Are there any ways to get round this problem?


Although, from one point of view, small panes can make a shop look quaint and attractive, they do tend to interrupt the overall view of your display.


I can understand your dilemma, it occurs in most types of business, of course, as with most things, there is not a finite answer. The type of customer that you wish to attract can give some guidance. Oxford is both an everyday working city but also attracts a


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great number of tourists. If you are situated where the same potential customers are likely to pass by two or three times a week, then the windows should be at least freshened up every week or 10 days to ensure that people do not get used to seeing it becoming too familiar to attract their attention. On the other hand, if you are in an area that is largely populated by tourists, who are only visiting for a few days, then the display can be left much longer, as people will only ever see it once or twice. Even so, I would recommend that the maximum period between changes should be four weeks, as the merchandise will start to suffer through exposure and the display will begin to resemble a dusty mortuary for flies.


My partner and I own a medium sized store in Oxford which is situated on a street with a reasonable


passing trade. We would like some guidance on how often we should change our displays. This subject always promotes disagreement, with my partner maintaining that it should be changed every week, whereas I - aware of the disruption caused and the labour it demands - consider six weeks to be reasonable.


Our shop is to be re-fitted and I am undecided whether to close the window area off or keep it open with a view through to the shop interior. What is the


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