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

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

What’s In A Sign

I view signs as the best investment retailers can make. It costs the least, thus allowing for a great ROI. The next few in this vlog series will show how to effectively implement a sign program in your shop. Let us begin with sign design. I often work with retailers who already have their logo made up. Leaving my job … Read More

The Right Fixture Supports Product Values

Today I would like to talk about the importance of having the right platform to present your products. While most think of shop fixtures simply as a place to display product, I think of fixtures as an opportunity retailers can use to not only enhance perceived product values but also establish credibility. Would you believe the products housed in the … Read More

Product Intensity and Price Point Perceptions

I often see displays with much too low inventory levels. What is wrong with this? Well, while it offers little or no product credibility, it also fails to create an impact. In the BEFORE photo, this shows a very nice tight grouping of a product category. However, because product intensity and the larger space this occupies, it fails to attract … 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