Retailing begins with the quest to attract more people to the store. The exterior of the store is the first attraction for the passers-by. A well-decorated store front can make the people stop and at least have a look at the displayed items. For the visual merchandisers, the retail window displays are free advertising spaces. These are the means to urge the people to come inside the store to buy the products or services. So these turn the common people into customers. The designers of these spaces utilize these to the maximum effect by using various methods of display. The techniques of graphic design, different types of illumination, and placement of the product in the retail window displays are key elements of window dressing.
The retail window displays are guided by the store philosophy and profile. Whether the display shall feature expensive or economic products, how frequently the display shall change, and whether the prices shall be displayed on a regular basis are some of the aspects that the visual merchandisers consider while going about their work.
In the exhibitions, where you are provided with a temporary stall and do not have the benefit of a permanent window display space, the visual merchandisers design and decorate the entire stall to make it look appealing for the onlookers. Whether it is the placement of the mannequin, its dressing, the placement of product, the exhibition stand design, the design of chairs and tables, the lighting, the billboards, the posters, and other POP material, these are used judiciously to attract the maximum number of customers.
If there are some events to be held, such as the fashion shows, the music concerts, weddings, etc., the event dressers utilize the space to provide the perfect ambience both for the visitors or guests and the clients using this facility.
The designers and dressers of the retail window displays, events, and exhibitions use the computers to maximum the effect for deciding the right design, layout, and dressing of the spaces. They use several types of software, such as 3D Studio Max, Illustrator and Photoshop, etc., to do the 3D modeling. By using these, they can suggest how the space will come up by using the different mix of design, lighting, POP material, placement, etc. This helps in the proper planning and execution of the project. It is important to save cost, time, and effort in trying out the different options before selecting the right one. The 2D models are used to design the cardboards, billboards, and other 2D displays with which the store or stall front can be decorated.
Whether these are the retail window displays for a store chain in the busy market location or for your store or boutique, having a look at the display techniques and methods of other stores also helps. At first, it helps provide fresh ideas for the visual merchandiser. Second, it helps aid the designing effort by creating something different from the nearby stores.
So all these methods are essentially the ways and means to promote the sales effort of the store, thereby increasing its business.