In our Shameless Self-Promotion section we strut our retail stuff with photos from our latest endeavor, the all-new collections by stride rite store in NYC. In the August poll, we gauge where our readers like to go for a little retail therapy then round things out with a few suggestions for summer outings in Get Out and Stay Out. We hope you enjoy the remaining weeks of August. Stay cool and please keep your e-mails and comments coming. We love to hear from you.
All the best,
MDG Team
Retail Therapy
Consumer psychologist Dr. Kit Yarrow has turned shopping into a science. A Professor of Consumer psychology at San Francisco’s Golden Gate University, Yarrow found that in a recent survey of 1200 participants, 65% view shopping as way to relieve stress and soothe the mind. Yarrow theorizes that shopping provides the mind with a safe and stimulating environment to process subconscious information. In other words, it helps us relax and make decisions. That being said, it’s imperative for retailers to create an inviting, visually appealing store that promotes traffic and builds sales.
A successful retail space relies on a winning combination of window displays, focal points, point of purchase displays, flow and energy. It engages, entertains and educates. It stimulates discovery, generates a good vibe and showcases your brand in the best possible light. A tall order no doubt, but attainable nonetheless.
Come to My Window
The first place to start is to step outside and check out the windows. This is where the customer experience begins. Do the windows compel you to stop and take notice? Do they emphasize the unique identity of your brand?
A few things to keep in mind when designing your windows:
- Focus on a particular theme i.e. holidays, seasons, styles
- Keep it clean, simple and creative - avoid clutter
- Vary the height and depth of items to carry the eye throughout the display
- Use lighting to grab attention, heighten drama or highlight individual items
- Stock up on featured products
- Don’t be afraid of change
Can’t Take My Eyes Off of You
Create a primary focal point that immediately grabs attention when you walk in the door:
- Decide where you want to direct the customer’s eye - what is the focus when they enter the store?
- Create several secondary points/areas of exploration
- Avoid clutter and embrace color
Dapper Displays
- Strong displays should convey a sense of visual balance. While this may seem like commonsense, it’s important not to place too many items on one side. A lack of balance creates an impression of instability and anxiousness. Think feng shui
- Merchandise appropriately. Keep your displays logical by grouping similar products together
- Use a variety of materials and textures
- Use lighting to create drama and a three-dimensional feel
- Review your displays from all angles then take photos for further review
Create a path of least resistance
- Create several pathways rather than one straight line from front to back
- Make the journey through the store one of discovery and surprise. Create intimate, independent areas with their own energy
Finishing Touches
- Music matters- choose an appropriate mix that reflects the store’s essence
- Vibrant scents- stimulate all the senses whenever possible
The ultimate goal is to translate your brand messaging into a tactile retail experience. Engage your customers and friends by asking them their thoughts and opinions on your space.
Here are the results from our poll. Thank you for voting!
 |
Get Out and Stay Out
MDG staff can help keep the good times rolling with some fun events both near and far!
Lighthouse Weekend
When: August 16 & 17, 2008
Where: Montauk Hwy, Montauk, NY
Wharton on Wednesdays
When: August 20, 2008
Where: The Mount, Lenox, MA
Provincetown Carnival Parade
When: August 21, 2008
Where: Provincetown, MA
The Chicago Sinfonietta, The Planets
When: August 22, 2008
Where: Millennium Park, Chicago, IL
Saratoga Springs Closing Day Race
When: September 1, 2008
Where: Saratoga Springs, NY
 |
A new retail concept designed by MDG in conjunction
with the architectural firm Bergmeyer, the new
collections by stride rite store features a clean and modern environment enhanced by large-scale lifestyle graphics,
polished concrete, colorful carpeting, icon wallpaper,
and curved white displays to create a stunning retail experience.
The windows are killer too.
Take our virtual tour. Or visit 1542 3rd Ave & 87th St, NYC.
Here are our picks of what to read/watch this month.
