Visual Merchandising Finalist: Slifer Designs
Jane Kitchen -- Gifts and Dec, 8/1/2009 12:00:00 AM
Slifer Designs' philosophy for merchandising is simple: create a home-like atmosphere and clients will be better able to visualize how items will look in their own home — and will be inspired, and more likely to buy. But Slifer Designs takes this job seriously; every Wednesday, known as "Transfer Day," the design team changes at least half of the vignettes in the Edwards, CO, store, so customers come back often to see new and inspiring looks.
Director of marketing and public relations Carol Johnson said while it's a huge endeavor, it's a top priority based on positive feedback from customers. This year, Slifer Designs has promoted its Transfer Day in its marketing efforts as a competitive advantage. Efforts have paid off; Johnson said she's seen an uptick in customers returning on Thursdays to see what is new.
While the Vail-area retailer is mostly a furniture store, it's the decorative accessories that can make a vignette, and Johnson said that with any vignette, the accessories and artwork are completely changed every week.
"From the client perspective, if you're in the market for furniture, you see how the accessories work with the furniture in a room," said Johnson.
But the store is becoming well known as a destination for unique gift items as well, thanks to unique merchandising and displays that highlight particular lines.
"Where there's an opportunity, our merchandising team takes advantage of it with these fun displays that pull you in," said Johnson. "We have so many unique items that we sell."
During the holiday season, a display set with crystal candles, white flowers, and turquoise vases sat front and center to greet customers as they entered the store. Another display with colorful soy-based candles from LAFCO featured different scents for different rooms of the house — cilantro orange for the kitchen, daffodil for a guest room, redwood for the den — and so fit perfectly with the store's furniture mix.
"We have something for everyone in our showroom," said Johnson. "We have $5 glass ornaments mixed in with a $10,000 sofa."
We would love your feedback!
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