Overview

We often browse through stores without paying too much attention to the effort that has been put into the presentation of store displays. It may appear that store operators have simply stacked their merchandise on shelves or hung merchandise on display racks, but most successful stores have actually spent considerable time preparing the layout and display of every item in their store.

It is not by coincidence that chocolate bars and magazines are displayed at the checkouts, ladies wear is located at the entrance of every department store and popular fictitious characters are used to promote children’s toys. All of these techniques have been applied to create displays that attract the store’s target customers and optimise sales opportunities.

In this section we will look at the first important step in creating a display: how to identify the display requirements.

In this unit you will learn how to:

• Identify the requirements of the display
• Develop display ideas
• Plan and build displays
• Maintain display.