Par Virginie Tomaka
The shop showcase: the 1st attachment point to the consumer in both, day and night. Seduce and incite the customer to enter. It communicates your offer, your identity… Silent but very effective, it expresses the image of your brand, your offer and your sense of customer service.
Crédit : Oznoon
The Paris Bridal Fair offers free staging workshops (April 16th, 17th and 18th 2016, At the Porte de Versailles) stand; “My ideal shop”, style and customer’s behavior deciphered. You will also find the last trends, digital and interactive showcases to sell even by night.
5 MISTAKES NOT TO MAKE
TO PRESENT TOO MANY PRODUCTS
If too many information kill the information, too many products, kill the product.
As it is in love, insinuation equals only the power of imagination!
- KEEPING THE SAME SHOWCASE FOR SEVERAL MONTHS
Beyond 3 weeks to a month nobody pays attention to your showcase anymore if you do not change it.
- USE INADEQUATED PRESENTATION MATERIALS
A dusty showcase, an old-fashioned mannequin and no style; evoke the image of an insipid and out-of-date marriage.
- SHOP SHOWCASE WITHOUT LIGHTING OR BADLY ENLIGHTENED
To point at the product with the light, only dazzles the passer-by not the product!
- PUTTING PRODUCTS ON THE GROUND
The passer-by only has eyes for what he sees, his field of vision is situated beyond 1m and 60… It is thus, once his attention has been caught, he will look at the whole, showcase bottom included.
Make your customers dream, tell them a story; use the seasons, the events, the different themes and decorations to enliven your showcases.
In our next issue, “My ideal shop” (Paris Bridal Fair) speakers will talk to you about the shop’s layout and point-of-sale advertising to enhance your sales.