Can’t Miss Branding Message

Ivanhoe Cambridge requested that an unoccupied unit at Metropolis at Metrotown be converted into a lounge area that will fulfill two tasks: the first is to convey that gift cards are not limited to Metrotown but also can be used at any of the other four Ivanhoe Cambridge centres in BC. The second task is to sell the gift cards. … Read More

Logos and Fonts

What do fonts and colours have to do with the message that retailers convey to their shoppers? Take a peek at the image shown. Who do you think is the target market? Gold lettering with a Middle Eastern flavour appeals to which segment of the market? What do you think are the price points? Now sure? Well so do many … Read More

Signs DO Sell!

See the signs in this selling space? Some say they are oversigned. But how many shoppers do you think were attracted to come in? I stood right outside for 5 minutes and counted 51! Why? Well, I saw the signs saying 50% off high street. This caught my attention- thinking they likely have good pricing. As I walked further in, the … Read More

Can the Right Fixtures Make A Difference?

I received an email from a retailer asking how she can fully utilize her shop to showcase as much inventory as possible. At this time, her stock room is full to bursting. The top image show her shop and a free flow layout, as well as the various fixtures she uses to showcase her products. With a tight budget, I … Read More

Is Getting Lost a Good Thing?

https://youtu.be/yrr3NW3WF7w I often get asked, isn’t it good for shoppers to get lost in the selling space so they spend more time in it? Well, if your aim is to get them to spend more time, then yes! However, they are occupied with finding their way out rather than shopping. A well laid out shop makes it easy for shoppers … Read More

Building Brand Equity Through Design

Far often, I see shop designs that have no bearing on the intended brand or its target market. Such a waste of opportunity to promote brand DNA. When I ask retailers who do not make use of shop design to promote who they are, I often hear that budget is the issue. Here is an example of how—even with a … Read More

Round? Or Rectangular Tables?

Sometimes, the simplest way to not only get customers to shop your entire selling space but also increase sales is to just clear their path. In this BEFORE photo, a large rectangular table is placed to entire customers to view product offerings. However, while it did that, it also hindered the flow into the rest of the selling space. The … Read More

123% Increase In Sales Compared to LY

When I was called to the CBC gift shop, the challenge I was presented went more than the usual. Rather, I was asked to come up with a fixturing plan that not only will improve sales performance but also create a space that in a moment’s notice can be used as a studio. This meant everything needed to be easily … Read More

Where Should the Cash Desk be Located?

This topic is a controversial one. I have met many retailers who aren’t keen on having their cash desks moved from it location by the entrance. Why? Well, they say to deter any shoplifter. However, data show that majority of theft is caused internally by staff. In this case, why penalize shoppers who DO NOT steal and thereby suffer the … Read More

Increase Traffic by Eliminating Barriers to Entry

The goal of increasing sales is always front and centre when transforming a selling space. While there are several strategies that can be used to attain this goal, the first thing is to ensure that shoppers can easily access the selling space. This photo show how a museum gift shop increase shop penetration simply by removing barriers to entry. Their … Read More