Magazines Archives - 2008 December

Shop-fitting & Visual Merchandising - What better way to lure the customer in
Story 5 - Focus

Pretty stores attract shoppers, say Philippine retailers, paving the best way towards getting a share of the consumer’s tightening purse. Tina Arceo-Dumlao reports.

Retail outlets, from boutiques to supermarkets and malls, want to make the best-possible first
impression. That is why they invest a lot of time, money and energy to create the right look and feel to appear attractive. These operators believe that potential customers, once hooked, are likely to end up buying an item or two, and even come back for more.

However, a lot more goes into building that unique image than just regularly changing what mannequins wear in shop windows. In fact, an entire science revolves around the choice of
lights, furniture, clothes racks, paint colours and how clothes and other products are arranged on shelves.

Top retailers know they must be an expert on the science of visual effects to enhance their competitive edge.

Rowena Tomeldan, COO of Ayala Malls, says in an interview with RETAIL ASIA that the right display and visual effects tell people what the store or mall is about, drawing shoppers in the door and encouraging them to make purchases if they feel the place has the things they need.

“The displays can be a prime source of fashion ideas and trends as many shoppers window-shop before deciding to buy,” Tomeldan notes. “Window displays make the shopping experience
special and interesting if they project a unique personality.”

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