Poppy
Visual Merchandising Finalist
Kathy Krassner -- Gifts and Dec, 8/21/2010 5:08:56 AM
As visual merchandiser for Poppy in Columbia, MO, Lilianne Johnstone creates unique and eyepopping window and in-store displays that generate oohs, ahhs, and sales. With a background in set design and theater, Johnstone explains that she doesn't just provide the stage, but an additional character. "I try to make displays that are alive and suggest emotion," she says.
Often, display ideas come to Johnstone in her sleep. Then, she sets out to find a way to carry out her plans. "I try not to spend any money on a display, but I don't let the display be the victim of that," she relates. To save on costs without sacrificing creativity, Johnstone uses found and recycled materials -many from the local Habitat for Humanity ReStore.
A window display Johnstone created last fall featured an old heating duct and other recycled metal that she picked up at the ReStore. She hung the duct and metal scraps from metal chains, then used magnets to attach a selection of the store's "Amuck" line of handcrafted jewelry. She used yellow" Caution" tape to section off the window. The juxtaposition of the old metal with contemporary jewelry magnified the artistic qualities of the line and allowed the store to display more than 45 pieces. Thanks in part to this display, "we have reordered from this artist three times," says Johnstone.
The Habitat for Humanity ReStore was also the source for old window frames that were hung from the ceiling, as part of a window display to help sell a "Sticks" handcrafted dining set that had been at Poppy for more than two years. Johnstone created a "summer porch" ambience to entice customers" to want to sit around this table and tell stories," says Johnstone. Not only did the set sell, but Poppy owner Barbara McCormick wrote special orders for three more -which retail at close to $5,000 each.
Not only does Poppy sell the work of artists and designers, it uses them in its displays, too. Artist Ed Cundiff painted a new work right in the store's window during Columbia's "Artrageous Fridays" quarterly event in April 2009. 
To attract festival goers, Johnstone created a mini studio/art gallery setting in the front window. By the end of the day, Cundiff had produced a new piece called "Edrageous," and sales for the store reached$3,200 - more than doubling sales versus that date in the previous year.
Seasonal displays are also memorable. Last Christmas, Johnstone crafted three large Christmas trees using recycled-paper chains and small, clear Christmas lights. She wrapped pedestals in the store's signature gift-wrapping to display oversized gifts, and placed jewelry atop color-coordinated, wrapped boxes - making it easy to replace the jewelry as it sold. And sell it did: $88,658.81 worth was bought from November 1 to December 31."
I think outside the box," says Johnstone, whose creative displays help bring customers inside Poppy.
- Kathy Krassner
We would love your feedback!
No related articles for this topic.
Featured Company
-
Brandwise Inc.
Brandwise serves a model - not just an industry - by integrating, automating, and optimizing the entire sales channel, from wholesale Suppliers to their Reps and the Retailers they service. In short, our software helps Reps and Suppliers sell more and create... more
VIEW ALL GALLERIES
