The 'Wow' Factor
The power of good display merchandisers and props will pay for themselves in short order.
By Linda Cahan -- Gifts & Decorative Accessories, 2/1/2005
It doesn't take much to make a great first impression. While it may be difficult to justify the purchase of a new fixture or some fun props, they can pay for themselves fairly quickly with "wow" power. And the whole point of good visual merchandising is to make your products look exciting.
The visual merchandising and store design industry conducts trade shows twice a year: GlobalShop (Sands Expo at the Venetian, Las Vegas, March 21–23, 2005; www. globalshop.com) and StoreXpo (New York's Jacob Javits Convention Center, December 7–8, 2005; www.storexpo.info). Unfortunately, most small retailers never find out about these shows, and have difficulty finding props and display pieces that are better than run of the mill.
To keep you up-to-date, here's a selection of some of the best the visual industry has to offer, and my suggestions to add the "wow" factor to your store.
| Author Information |
| Linda Cahan is a retail visual design consultant based in Redding, Connecticut. She works with retailers on store design, renovations, and visual programs. She also writes visual standards manuals and lectures on visual merchandising around the world. |
