STYLE WISE, By Colleen Heather Rogan: Shopping as a Sensory Experience

Though I couldn’t tell you the city I was in (I’m guessing NYC), what I can’t forget is my very first visit to an Anthropologie store.  All in all, along with the obvious creativity of its windows and store displays, a unique presentation of clothing, jewelry, shoes, home accessories, gifts and vintage treasures made for an effortless journey of discovery that introduced me to lots of stuff I simply couldn’t "live without". Today, almost 20 years later, shoppers continue to explore well over a hundred Anthropologie stores all across America and Europe (be sure to check out the Milwaukee store at 301 N. Broadway, 414-271-1105).

The reason I bring this up is because retail design and merchandising has played a huge part in the success of this international chain and carries a rather important message to independent retailers and local business owners. Simply put, good display works, but great display works even better.

Luckily, establishing the hallmarks of effective retail design is easier than you’d think. It all revolves around a clear understanding of what you have to offer and who your customer is. For a quick check on how well you’re hitting your mark, start out by determining the message you wish your store to present. Is it forward, edgy, traditional, polished, inspirational, artful, crafty, straightforward or utilitarian? How are you communicating this to your customers? Are you doing all you can to support this particular mode?  Now put yourself in your customer’s shoes and shop your store objectively. Does the environment effectively communicate your “brand”? Is the space aesthetically pleasing? Is color used to its best advantage? How about texture? Do graphics and signage identify and support your overall vision for the store? Do fixtures feel cohesive with the products they present?  What about the "smell" of the store? Does the lighting enhance the merchandise being sold? What about your store layout? How easy is it to maneuver around? How effective are your suggestive selling incentives? Is it easy to find what you’re looking for? Have you established an efficient traffic flow? Are you creating engaging displays that add visual interest to your product offerings? Are you encouraging new drop-in customers by changing window displays in a timely manner? Are your staff and checkout stations strategically placed to offer optimal convenience and customer support? And finally, is everything clean, in order and good repair?

In a tight economy, make no mistake, shoppers rule. Inspiring them while providing what they want is paramount to any store’s success. While some shopkeepers innately understand and achieve this, others may benefit from a bit of help and direction. Luckily when it comes to design, visual merchandising, display services, seminars, workshops and the option for a 48-hour store makeover, Lyn Falk and her talented Retailworks' staff stand ever ready to share their expertise for increasing traffic, sales and profits for your store!

Window displays for Anthropologie are often created by the students at the Milwaukee Institute of Art & Design. This display features an attention getting mass of paint sticks dipped in paint. Such simplicity!