Important First Steps

[tweetmeme]An important step in being able to strategically locate your business in any retail environment, is knowing who your clientele is.  Once you have identified that, then you are ready to begin your search for leasing retail space. 

So now that you know what demographic you intend to market towards, what are some of the keys to successfully leasing your first retail space?  Use of a professional Broker could be very helpful since more than likely, that Broker knows the Landlord and/or the Broker who is representing the Landlord on a piece of property that you may be interested in.  Your Broker also acts as the “buffer” between you and the Landlord during the negotiating period, which he or she can implement “tricks of the trade” to ultimately get you the best possible deal.

The “In’s and Out’s” of Leasing Your Store

Let’s look at the “in’s and out’s” of how to successfully lease your first retail store:

The first thing that you should do is get in your car and drive an area looking for vacant spaces in shopping centers.  When you drive your target area, look for the following:

 -          “For Lease” signs in windows or board signs in the grass area.  That’s your starting point for getting all the necessary information that is available.

-          Look at the co-tenants in the shopping center.  Are they complimentary uses to yours? 

 Once you have identified a site, or multiple sites of interest, you should then call the Landlord or Listing Broker to obtain all information like asking price per square foot, size of the available store, and set up a showing so that you can view the interior of the space.  Keep in mind a few things:

 -          Does the frontage (the number of feet of window space you have open to the street) provide enough visibility to the road?  Is there enough depth to the space?

-          Is the bathroom strategically located in a spot that will not take up valuable floor or storage space?

-          Is the ceiling in good shape?

-          What is the age of the heating and air conditioning unit?

-          What are the 1-3-5 mile radius demographics?

-          What are the traffic counts at the intersection of the roads at the property?

-          What is the access in and out of the property from the streets?

-          Is there pylon signage available to you?

-          Is there plenty of parking available to you?

Let The Negotiating Begin

So you have now viewed each space and selected the one location you want, what’s next on the agenda?  Traditionally speaking, you will begin negotiations via a Letter of Intent (“LOI”).  An LOI is a non-binding, which means that you are not legally obligated to rent the space even if you sign the LOI, agreement that depicts the terms of the deal.  It essentially lists who the Tenant is, who the Landlord is, the premises you will be renting, the term of the lease in years, any options to renew your lease, the base rent you will be paying, the expenses of the shopping center, any free rent you will get in order to build out your store, the security deposit, and Lease Guarantors.  This is your opportunity to negotiate!  Keep in mind that most of these points are negotiable, such as the asking base rent, the security deposit, and base rent abatement rent period.

Once you have had all the back and forth’s with the Landlord or the Landlord’s representative, a Lease will be drafted based on the terms and conditions you negotiated in this LOI.  Landlords will require you as the Tenant, to provide them with a Personal Financial Statement so that they can assess the viability of you as a Guarantor of the lease as well as the viability of you being able to pay the rent.  Additionally, the Landlord or its Agent will run a credit check on you.  If you are married, your spouse may be required to sign the Guarantee as well since assets are typically joint when married.

What does a Personal Guarantee mean?  Essentially it is a promise from the Tenant to the Landlord that IF you default on the Lease, close the business, but still have term left on your lease, that you will continue the payment of rent to the Landlord until the space is either subleased or leased to a brand new Tenant.  In the event of a default on the Lease, such as non-payment of rent, the Landlord has the ability to gain a legal judgment against you for any outstanding rent owed.  This is a very critical topic, so discussion with an attorney on this matter once you get the lease to ensure awareness of what you are signing is important.

Moving forward, you now have a lease draft in your possession, what do you do with it?  Unlike the LOI, a lease is a binding agreement.  Once you sign this lease, you are bound to it for the terms and conditions you agree to.  Therefore, the use of an attorney to negotiate the legal aspect of the lease would be a wise investment, but don’t use bad form and have your attorney try to renegotiate business terms, Landlords don’t like nor appreciate that.  Typically speaking, commercial leases are more favored towards the Landlord and protect them, which is why the expertise of an attorney is needed in order to make the lease fair between the parties. 

Types Of Leases

So what types of leases are there?  There are gross leases, modified gross leases, and triple net leases.  Most commonly used are the triple net leases.  A triple net lease means that you, the Tenant, are responsible for basically everything.  You will have two rents that will make up into one.  You will have your base rent, which is more commonly known as fixed minimum rent, and then additional rent of the expenses of the shopping center: real estate taxes, common area maintenance, and shopping center insurances.  You will also be responsible for maintenance, repair, and replacement of your heating and air conditioning units.

Typically speaking, your base rent will increase by 3% annually, unless you negotiate an alternative with the Landlord.  However, the unknown is what the expenses will do each year.  It is rare that expenses decrease from one year to another, but not impossible to occur. 

As part of your LOI negotiations, a Landlord may offer you 30 days of free base rent.  As a start up business, a Landlord will more than likely have you take Possession of the Premises in an “As Is” condition.  You will have to do any demolition of the space as well as the build out.  Now, general building code issues that are not related to the type of business you will be opening, should be handled and corrected (if need be) by the Landlord.  You will still be required to pay the expenses of the shopping center during that base rent abatement period, however. 

So there you have it!  A general glance at what to look for and expect when you make that leap from your business out of your garage to Main Street! 

Copyright © Jason Lenhoff: Jason Lenhoff has been a commercial real estate broker for Horizon Realty Services, Inc. since 2000.  Horizon Realty Services is a full service commercial real estate company specializing in retail shopping center leasing/sales, tenant representation, construction, development, and shopping center management.  Specifically, Jason Lenhoff specializes in leasing shopping center space as well as tenant representation.  For more information on Horizon Realty Services, Inc. please visit our website at www.horizonrealtyservices.com or email Jason Lenhoff at jlenhoff@horizonrealtyservices.com.

[tweetmeme]Suggested ways to help entice your right-handed, right-minded customers include the following:

1. Show off your “must see” products to the right of the store. This may include new arrivals, must have markdowns and great marketing pieces.

2. Offer baskets or other containers that customers can quickly pick up to start their shopping. If your store is filled with many smaller items, this is a must have. If your items won’t fit appropriately in a container, no worries. Just make sure to let your customers know you are there to help keep their hands open (and shopping!) if they should get filled. Start a dressing room, put items on the cash wrap – you get the idea.

3. Avoid having your cash wrap display directly to the right of your store entrance. Customers will immediately walk towards you and instinctively, many will feel overwhelmed by the “in your face” approach since associates usually are standing by this area. Instead, position your cash wrap in the middle or back center of the store so you can see your store more clearly and most importantly, your customers can shop more comfortably.

4. Keep the traffic flow comfortable. If customers bear to the right when they first walk into a store, make sure there is room for them to do so. Allow for your floor plan to easily flow with a customer’s natural walking path. Aisles should be clear and flowing so that customers will not have to wonder how to get from one place to the next. Let them just glide through the store so that they will enjoy their shopping experience longer – giving them more opportunities to buy!

5. Use strong visual displays that immediately captivate your audience. Sloppy shelves, unorganized hang bars and other lazy merchandising efforts will immediately leave an impression on customers if this is the first thing they see. Go out of your way to make sure this area always looks great.

If you are aware of how your customer shops, then you are more aware of how to help them. Watch how the customers move in and out of your store and see if there is a way to improve their time spent with you. Ask yourself if displays may be limiting their experience by preventing them to walk  the store more comfortably. Determine if your customers are struggling with where to turn and what to do next in their shopping experience. Look beyond the right space in your store and analyze their entire experience. You just may be surprised at how a few changes can make a big difference!

Some key things to consider when highlighting your product and business services include not just the table, but the space around it. To plan for this, find out in advance what your vendor “booth” area will consist of.

Dividers

Will you have a divider of any sort between you and the next vendor? If so, does this divider allow for merchandising opportunities, such as posters, banners or shelves? Leaving these bare won’t allow you to maximize your space and ultimately, you business. You could put press clips or enlarged photos of your product on these dividers, as well.

Tables

How big is the table you will be provided? Is there more than one available? If so, you could make a U-shape out of three tables and maximize your allocated space. Or work with two to add more opportunity for product exposure than just one would allow. Make sure you have table clothes to cover your tables to add more visual appeal. Fabric cut to size works great for this, as well.

Height

Are you tall? Short? We are all different and view things differently, so cater to every eye level. This also creates visual appeal that will lead any one’s eye directions up or down – allowing for them to see more than just a flat showcase of product. Use cake stands, pedestals, boxes and other height altering pieces to add depth and level to your display. Use your table clothes to cover these so they seem seamless with your overall display. Be creative here – the opportunities are endless.

Floor

Want to add some color to your display? Add a throw rug! This is a great way to add some fun with color and design while also identifying your vendor space from the rest. It’s likely you will be among the only tables to have thought to add some visual appeal to the ground – so expect more foot traffic as a result since it will make you stand out!

Color

Does your vendor table blend in or stand out? Be bold in your color choices in an effort to “pop” from the rest. You can still be sophisticated, sassy or whatever your style is while using color. Whether tan or pink, if you stay consistent and use color effectively, it will make a difference in your overall vendor table appeal.

Finally, think outside the box as to how your unique business can maximize a vendor table space. Remember to showcase your product first and foremost, but also make your table enticing enough so people want to approach it. Keep it clean and easy to understand so that “shopping” your table isn’t a challenge. And take notes so that next time, you can do it even better!

Have ideas on how you have created a great vendor table space? Let us know!

There are a few key things you can do that will impact the efficiency of your inventory and overall stockroom organization. These include:

1. Bins & Bin Labels - Using bins to identify various things is  a clean, organized way of keeping your stockroom from getting cluttered. By identifying these bins with labels, you help control the chaos of inventory just piling up without a place to go. For example, you could have a bin labeled “returns” for items that need to be re-stocked or put back onto the floor. Other bin suggestions include ”damaged items”, “return to vendor”, “store decor”, “promotional giveaways” and “hangers”. The list is endless based on your store’s unique needs.

2. Shelving – Take advantage of the height your stockroom offers and have shelves available for use. These shelves should be neatly organized with categories of product that are easily recognized by signs and clear, clutter free organization. Identify the category areas with visible signage that all associates can easily read.

3. Desk Space- Even if you primarily work in the front of your store, there is bound to be a time when you or an associate need to sit down in your stockroom area. This may be to complete some work details or to have a lunch break. Either way, make an area designated to support these types of situations so that areas not meant for this are kept tidy. Include drawers or shelving to hold excess paper, pens and other office  supplies that your store needs.

4. Mini Fridge- A miniature refrigerator is a great addition to any retail stockroom. You may choose to stock it with drinks for your customers and employees or simply use it to hold employees lunches and leftovers. Either way, it’s a nice addition to have. The catch is to make sure it stays clean and food does not rot away inside of it. Have a 2 day rule to keep it clean and smelling fresh.

5. Work Table – If you have the space, include a work table that can be  used for organizing inventory. It will be great to use when new deliveries come in as well as to prep product that is ready for the sales floor, such as for folding or ticketing. Keep this work table clean and clear of anything after each project is complete so that it’s ready for the next project without having to push things aside and create the start of a mess.

6. Bulletin Board- Store annoucements, schedules and pictures need to go somewhere. A bulletin board is a great solution for this. You may need more than one to support your store needs, but at least one is suggested. Having these by the desk are suggested since this is where most people will sit down for a bit and have the time to look at what is on the bulletin board. It also may be beneficial to have a large bulletin board towards the stockroom exit that announce daily sales goals and other important store news.

7. Hanging Racks – Not everything will be suited for shelves or bins. Having hanging racks in the stockroom area can allow you to prep product accordingly. In addition, it can offer a designated space for employee coats.

8. Shipping Area – There will be a time when you need to send something to a vendor, customer or just because. Have a specific area with all your shipping supplies in one place so that you save time looking for everything and the process can be as quick and efficient as possible. Have packing tape, boxes, envelopes and packaging materials neatly organized in bins or drawers that are clearly labeled.

9. Employee Lockers – So maybe lockers aren’t your thing, but giving employees their own personal space is suggested. This is ideal for their purses, gym bags and everything else they bring to work. By identifying where their space is, they can be held responsible when they have loose things around the stockroom that contribute to it being a mess. Lockers are also ideal since there is some security involved here.

10. Character – That’s right, character. Add some life to your stockroom with paint and color. Color coordinate bins or use different labels for different things. You will spend a lot of time in the stockroom, so make it a place you want to be. This will also help everyone keep it organized and  clean.

There are ten key elements to consider when doing a one day makeover.

1. Find a focal point. Whether it’s our cash wrap area or mannequins centrally located with your store, determine what your focal point will be. You will want to highlight this focal point by really playing off it’s details and maximizing it’s merchandising opportunities. The goal should be that customers will naturally be drawn to this focal point when they walk through your doors.

2. Use art to enhance your merchandising.By using trios, pairs and groupings of art throughout your store, you will create character within your store that will enhance the products ou are selling.

3. Lights, light and more lights. It may not be in your budget to pull out the ceiling lighting and re-do the dressing room lights, but you can add to these details with lamps and dimmers. Make sure no part of your store goes unnoticed due to a shortage of light or bad lighting. This will pay a huge effect on how your product looks in your space.

4. Think of the floor as a wall. Use rugs and paint to build depth to what you already have going on. Frame out a seating area with a rug – or if you are really on a budget, use paint (super inexpensive) to add some fun to your floor while defining different areas.

5 . Add color and texture.Without overdoing it, you want to add color and texture to your space with the use of pillows, throws and other accessories that will create a fun, inviting space to shop. Chairs by the dressing room area with fun throw pillows can really bring to life an otherwise boring area. Use a wicker stool to display items. Be creative to how color and texture can not just add depth to your store ambience, but also serve a purpose in your store displays.

6. Don’t ignore surfaces.Any shelf, ledge, end table or cash wrap station provides an opportunity to showcase your products. Re-arrange what you already have within your store without ignoring these valuable display areas.

7. Mirror, mirror on the wall…. Who has the best store of them all? You will if you make sure your merchandising is top notch! Mirrors offer light and open up small spaces. Use decorative mirrors that are large in frame to not only add character, but also bring in light and make a small space look bigger.

8. Bring nature indoors.Flowers die, but plants can last years when taken care of accordingly. These are a great way to bring character into your store. Do  your research as to what kinds of plants will be best suited for where you want to put them  in your store. For example, will they have low light or bright light? If it’s in a high traffic area and you think the leaves will be brushed against, look for plants with more durable, rubber like leaves, as well. Avoid fake plants! This just looks tacky and gives the sense of cheap and lazy. After all, you don’t have to take care of a fake plant but a real one takes some TLC.

9. Keep wandering eyes wandering – in your store only.Make sure every level of your store has something to offer your customers. While it may not be product in every corner they see as the scan through your store, it should be a comfortable shopping environment that keeps them there longer. From the floor to the ceiling, don’t ignore anything. The goal should not be to clutter your environment but to compliment what it has to offer so that your products shine in their displays.

10. Be flexible.New product will arrive soon and you may need to switch things up to accommodate this. Merchandise your store environment so that when you have to change things it is easy. Mirrors don’t all have to be permanently located on a wall and rugs can be used in various areas. Don’t be forced to use all your decor and display pieces at once, either. Having somethings in your backroom – space provided – will make you feel like your store is constantly becoming “new” to your customers as your re-decorate throughout the seasons. 

As you are planning your makeover, look at your store from left to right and then up and down. Ask yourself if the lighting enhances or hurts your displays. Determine if it’s comfortable to walk through your store, if aisles are too tight or table are too close. Take notes and then draft out your suggested changes. You can do this all in a day – or in a night when the store is closed. This is no time at all for the difference it can make on your business. If you can, try to enjoy the process along the way. You may rediscover your store as a whole new space that you didn’t realize you had.

Ranging from informative displays to gift cards for purchase to products for sale, POP displays are an effective way to communicate messages to your customers, ring in additional sales and highlight product you want noticed. A few pointers to help enhance your POP area include:

1. Use a variety of levels to attract customers to your POP display area. Pedestal stands are a great way to add height while also using the surface area of your check out space to showcase product. Be creative in using display products to showcase merchandise.

2. Make your displays approachable and easy to access through touching. While not every product should be left for customers to freely reach, most should be accessible to touch at your POP area. High ticket items can be locked away for security purchases, but in general you want your customers to be able to reach and grab and touch the items in this merchandising area. As they are waiting to be checked out, they just may reach for one more thing they want to add on to their purchase - which is, of course, the goal.

3. Avoid clutteirng your check out space. It is tempting to use every little inch to showcase product or informative details about your business, but you want to make sure the overall appearance of this area  is visually appealing while easy to shop, as well.

4. Take advantage of the opportunity to “speak” to your customers here. Through the use of displays, you can communicate messages to your customers. Let them know about an upcoming sale, special event, your loyalty program and more. Clean, simply signage is very effective in speaking to your customers. No need to make things to complicated here – keep it simple (but large enough in an easy to read font that it’s not a challenge to read).

5. Promote your gift cards at your POP area. Selling gift cards not only bring additional revenue to your store, but potentially new customers. You should definitely have a sign letting your customers know you sell gift cards at our POP area rather then them having to ask. This also is a reminder to customers who didn’t even have gift cards on their mind that they may need one.

Remember that your POP area that should be re-merchandised periodically to bring new visual appeal to your customers. While space may be limited, even changing the color of your signage can be effective. Don’t neglect this important area and in return, your sales will thank you.

1. Provide a variety of prices.Consumers may not be willing to spend as quickly as they were before the holidays, but they will still spend if something intrigues them enough. Make sure to catch their attention at every price point that your store caters to… and possibly a little lower than your norm to get a few additional sales. These prices can be regular priced or products on sale. Either way, make sure you make them worth wanting through your displays and sales pitch.

2. Don’t put everything on sale but rather showcase what you want to sell. Even if you know something has been in your inventory for too long, your customers may not. Highlight this product by freshening up it’s display, how you merchandise it, what you merchandise it with and how your sales team supports it. Taking a fresh approach towards merchandising and ultimately selling older goods can often surprise you in the results… quick sales or unexpected sales to surprising customers!

3. Consider who your audience is and if whether or not you are reaching out to the right demographics. Often the biggest mistake retailers make  is not knowing who their customers are. January is  the perfect time of year to evaluate your business, and with that comes evaluating who your customer is. If you believe you are missing a core customer, find ways to reach this new audience. Consider various marketing tactics that include business to business marketing, promotional mailers and more. Your new audience may be just who you need to reach in order to obtain the sales goals you set for your business.

4. Give thanks to those who have already shopped at your store. Why not let your customers from 2009 know just how much you appreciate their business? By offering an incentive for them to return to your store, you open up the opportunity to gain additional sales. You can do this through having a customer appreciation sale, a special event, offering an incentive based coupon or in many other ways. Be creative in how you reach out to your customers and what you offer them so that they will actually want to return to your store. 10%, 20%, even 30% may not do it alone.

4. Stand out from your competition. Whether it’s through visual displays, product assortment, customer service, sales or special events, make sure you stand out from your competitors. Customers who shop local or independent boutiques are typically aware of their shopping choices, so be  ahead of the game by being the best at the game. Work hard to stand out and be the best in your local area – not only through product assortment and customer service, but special events, exciting sales and more. January markdowns and cluttered sales racks can get old. Bring something new to the table that your competition is not.

5. Introduce new selling strategies to your business. Consider selling at local markets, cross selling with other boutiques, swapping stale merchandise with friend boutiques for new product, selling merchandise online and much more. Be creative and think out of the box – whatever your box may be. By introducing new avenues to make sales, you increase your opportunity to make money.

Finally, be realistic and work hard. Now is not the time to get cozy and sit back. Dive into 2010 with ambition, dedication and new ways to get your business ahead. Stay focused, keep learning and always look for ways to grow your retail business in what is still a tough retail market.

1. Make use of both vertical and horizontal space. Do not ignore the opportunities to display items below or above eye level. If your customers can see it, it’s still worth utilizing in displays. Just make sure you can reach the items you are displaying easily – even with some aide – if you have products displayed that are out of reach for the consumer to grab themselves.

2. Layer your displays with texture, add on accessories and other contrasts to create more interest. By offering more in your display, you will draw more attention to that particular area. Don’t mistake this merchandising method for cluttering up a space, though. You still want your display to look visually appealing.

3. Utilize effective lighting to highlight your small space. Too many retailers ignore this crucial element. Don’t overlook this step and instead, maximize it. The right lighting can highlight your small space and displayed items, drawing attention to this possibly overlooked area otherwise.

4. Use color and excitement. Whatever excitement may mean to your store, challenge yourself to use it in small spaces. Enhance this with color. Combined, this will draw interest to your small space and customers will be visually drawn to it, as well.

5. Focus on a theme, collection or focal point. Concentrating on one dedicated product or general assortment of products can make your small space appear cohesive and meant to be. Try and use the space in a dedicated fashion towards one purpose to give your customers a better understanding of this space.

Finally, make sure to re-merchandise your small space often in an effort to bring new interest to it while also giving the items there new life in another space in your store. Remember that the key to all merchandising is to do it routinely for it to impact sales effectively, so don’t just get your small spaces done and settle in for too long. Repeat your actions with new products and new displays often for the best results.

The best time to add on additional skus to the purchase is when both you and your customer are physically at the point of check out. Your cash wrap station is an ideal spot to merchandise products that customers can easily add on to the products they have already decided they want. The key to making this happen is simply making your products affordable, small and appealing to a broad audience.

Point 1 – Make Your Check Out Items Affordable

Depending on your store, “affordable” will mean a few different things based on your overall assortment. From a general perspective, though, items merchandised at the point of check out should be obtainable to the majority of your customers. Keeping items less than $10 is best, and when possible, just a couple dollars or less is ideal. Again, depending on your business, the details will matter here. But items as simple as a cute set of magnets, a paif of cheap earrings, stationary, travel size shampoo and more are all ideas on what types of products should be included in your check out assortment. Even a pack of gum adds up in sales if every customer of every day buys one, so don’t dismiss what even a dollar can add to your overall sales.

Point 2 – Make Your Items Small In Size

Size shouldn’t matter, but it does when it comes to add on sales. Customers want to believe they aren’t “really” spending much more by throwing an extra something into their assortment of products to buy. But if that extra something is larger in size, it will stand out among the rest. If it blends in or disappears, it doesn’t phase them as much. These items can range from candy to hair accessories to note-cards or hand sanitizer. Whatever the extra something is, make it  easy to grab for your customers so they can just toss it onto their pile of goods to buy. It’s amazing how easy it will blend in, all while you end up getting a few extra dollars in your cash register.

Point 3 – Make Your Items Appeal To A Broad Audience

Whether you have guys or gals shopping in your store, you want to make sure all of your consumers can respond to the product assortment displayed at your point of check out. It’s important that there is something for everyone offered, even if it means brainstorming just a little longer on what that something may be. If you do have a broad audience of a consumers versus a more narrowed target market, allow space to accommodate everyone instead of missing add on sale opportunities.

Making sure that you display these products in a clean, concise yet appealing fashion at your point of check out is also essential. In addition, you want to encourage your sales team and those ringing up transactions to verbally recognize your point of sale products so that customers are reminded of them once again – not just visually on their own. Finally, set goals for your store and each team member to help drive  add on sales through your point of sale check out procedures. This extra push can help increase the momentum and value of this opportunity.

One dollar on each sale made can add up, so don’t overlook this important chance to make more money for your retail business!

Promoting Through Display

While it’s fun to create displays that are whimsical and appropriately designed for the holiday, it’s also great to incorporate products into your display that consumers can actually purchase. Identify some key products that you purchased to sell during a particular holiday season and see how you can include some of these products in your visual displays to help entice the customer while also giving them the feeling of the holiday season. This isn’t always easy… wrapping boxes with your store logo on them and placing them under a Christmas tree can be easier, of course, but how is this spotlighting what you have to offer them from your store assortment?

Remember to do the following in your displays to be more effective in having your displays support your sales:

1. Use product that is available for purchase within your displays, specifically highlighting product that accommodates the particular holiday season.

2. Use additional display product that is not part of your store assortment as accent pieces to help promote what they can actually purchase.

3. Use these three general rules of merchandising as your basis for a visually pleasing display - which are BALANCE, COLOR and HEIGHT. Balance refers to making sure your entire display coordinates from all angles. Color references both the wow factor it brings to your audience and the combination of how you use color to create that wow. Height refers to making sure key products are eye level to ensure they are visually seen versus having them in the corner, on the bottom of the display or anywhere else within the display that may be overlooked.

By incorporating these points together and combining your store product and display product together, the opportunities are endless for an amazing display.

Theme It

Tis’ the season for some great shout outs to holiday classics. Whether it’s referring to your favorite Halloween custome or referencing a Christmas movie classic, consumers respond to their own memories when drawn in by displays that capture them. Consider using a theme to embrace your entire holiday visual plans that carry through from the store front window to inside displays to promotional events. Make sure it’s an obvious theme that most consumers can relate to so that you don’t have a void in grabbing the attention of a lot of your consumers.

Switch It Up 

Many retailers create wonderful displays for the holidays that stay put for almost two months before getting a face lift. The work they put into the display is certainly worthy of a long run without interruption, but unfortunately this doesn’t always capture all of your customers. Why not consider doing smaller displays each week that help promote the holiday season versus one huge display to last all season? By switching it up, your regular customers will have a new reason to come into your store and potential customers are more inclined to walk in each time you offer something new in your display. You can make it even more fun by taking pictures of your displays and having customers vote on their favorite at the end of the season.

Whatever you decide works best for your store, just remember the opportunities that are being missed or taken by each display being made! The goal should be more than just a great visual masterpeice – it should be a support to the sales you are trying to make for your store.

Have holiday display ideas of your own? We’d love to hear from you! Comment below.