Exciting things are happening at Swirl Marketing and the Retail Details blog. We are in the final planning stages for a national store display contest. Brick and mortar retailers are invited to submit pictures of displays to qualify for the contest. The finalists will be determined later this fall. In December, the finalists will receive a box of props for a New Year’s display. In January 2011, the judges will determine the winners based on who put together the most creative display using the props we provided. To be considered for the contest, email your store display pictures to SwirlMarketing@comcast.net. You can send as many pictures as you’d like, but it only takes one unique or impressive display to get your store qualified. You can start submitting pictures today, but the official rules will be announced early in September. We have some great judges, sponsors and prizes lined up!

Inspiring displays. Inspiring company! Congratulations to Alexa’s Angels for making INC Magazine’s list of fastest growing private companies. Alexa’s Angels is a line of inspirational jewelry. They focus on a positivity message and support programs that benefit women. This summer, I visited their showrooms in Dallas and Atlanta. President and CEO, Beth Lang, showed me around their section of the OneCoast showroom in Dallas and we had a few minutes to talk about our mutual interest in displays.  Alexa’s Angels in the Atlanta Mart uses picture frames to feature their jewelry. The inside of the frames are padded, providing additional dimension and they are covered in the same bright pink color as the background of the wallpaper on the showroom wall.

Display tip: Use magazine pages as a merchandising tool. When you see your products featured in a magazine, cut it out and display it near the merchandise. Not only does it validate that your store carries current and fashionable products, it draws attention to the display area. Sweet Grass Home in Mooresville, NC, framed a glossy magazine page next to their colorful display of bangle bracelets. Perfect example of using the press to advertise your product.

Slatwall is not just for walls. Notice how this kiosk area in a mall uses slatwall as the sides of the doghouse that they use to feature plush animals for sale. Glass or acrylic shelves fit into the slatwall grooves to create additional display area.

Slatwall is one of the most versatile of all store displays. It comes in 8 foot by 4 foot panels for mounting on walls and it is also available in slatwall fixtures that can be repositioned around the sales floor. Various finishes and colors are available, including a mirror finish. You can buy decorative inserts to fit inside the grooves to add color or you can order the panels with aluminum inserts for added strength. Slatwall accessories include baskets, shelves, hooks, brackets, display arms, waterfall arms, mirrors, literature holders, easels, acrylic trays, hangrails and sign holders. You can display most any product on slatwall and easily reposition your displays as your product mix changes.

I love display hooks! I have folders full of hook pictures on my hard drive, so I like to pull a few out to share now and then. At Finders Keepers, a resale shop in Kenton, Ohio, they use a propeller and a snow ski to display handbags and accessories. Resale and consignment shops have the challenge of showing one-of-a-kind and mismatched groupings. Using interesting wall hooks such as these, makes non-multiples displays more interesting.

In galleries, they say art tells a story. But, what is a retail art story? It is a display technique used to feature an artist or a group of themed or similar artists. Artist Mandy Saile created this art story to feature her line of art entitled Bijou’s Whimsy. Using floor shelves for the base of the display, she strategically positioned the wall art above and added a few branches for added interest. This art display is at Art on Main in Ontario, Canada.

Q.  Art display or display art?

A.  Both.

Merchandising tips for added sales:

Demonstrate the product’s uses – both intended and alternative. From this cloth bag display, I can tell that they come in several sizes, colors and patterns. By showing the one bag hanging in an open position, I can see that it makes a great makeup bag and/or traveling toiletry bag. It demonstrates the added feature that it can be hung for ease of access. The bag is likely suited to other uses and by adding a few simple props it could be shown as a possible craft bag or a traveling office supply tote.

One boot. Three colors. Two fabrications. Three heights. In a 20 inch square area, this retail display sells this boot to the person looking for knee-high, mid-calf or ankle boots, whether they want taupe, black or brown, in leather or suede. Simply show all options. Do not expect a shopper to use their imagination.

This week’s favorite:

Thanks to Sandy who sent me this sunglasses display. Apparently, it was part of a pop-up shop and is no longer on display, but she found it on her camera and she is an avid Retail Details blog reader who knows of my passion for repurposed items in displays.

They may not use chalkboards in classrooms anymore, but they still have a place in retail – when used correctly. Here are some good examples.

Visual merchandising in it’s simplest definition, is the presentation of products in a way that is pleasing to consumers and encourages them to make a purchase. The Retail Details blog features display ideas to spotlight basic techniques and inspire creativity in store displays in order to stimulate consumer interest, increase store traffic and generate sales.

Filigree - Lubbock, TX

Denim: a back-to-school staple; challenging items to display. Filigree in Lubbock, TX, chose peace sign props for this themed display of female jeans. By hanging jeans on gold curtain rods with bold brackets, the customer can easily see the unique features of the denim like the leg width and the back pocket design. Jeans are generally the only apparel item that is best displayed showing the back. For more denim display ideas, click here to read a Retail Details blog post dedicated to denim.

Opening Ceremony - Los Angeles

Oversized common items make fun props. Extra large push pins serve the purpose of suspending satchel bags on a wall at Opening Ceremony store in Los Angeles, CA.  Using unique display hooks attracts attention to your merchandise and adds a fun, whimsical feel to the shopping experience. This is especially effective when tots through teens are your target customer.

BeTween Scene – Dallas, TX & Baton Rouge, LA

For marketing to “tweens”, you can take advantage of brand recognition, as shown in these displays using skateboard props, targeting the adolescent boy customer. BeTween Scene stores in Dallas, TX and Baton Rouge, LA, specialize in youth clothing and accessories. They have the unique job of creating displays to attract the customer who may be shopping for Silly Bandz and True Religion jeans in the same day.

When creating displays for a “tween” girl customer, bright colors and carefully chosen props are the answer. In this picture, the use of doors as an “age-neutral” prop neither indicates that the merchandise is for a younger or an older child. Unusual color combinations draw attention to the display. Soft colors could indicate a more childish display and complementary colors may imply a display more suited to “Mom’s” merchandise.

Boca Clothing - Pacific Palisades, CA

I found this example of color usage at Boca Clothing in Pacific Palisades, CA. Not only did they utilize bright colors to mix with jeans on this display table, you may note a special attention to color detail. The sleeves of the shirts are folded such that the darker cuff area folds neatly across the lighter part of the top, thus creating an additional contrast in the display.

When jewelry trends lend themselves to an edgier style, alternative display fixtures may prove more effective that the usual t-bars and velvet busts. Leather bracelets and dog tag necklaces are appropriately displayed on these galvanized pipes. This display is easy to create with a simple visit to a home improvement store. It is also very flexible since the pipe can be purchased in varying lengths.

Photo courtesy of Dillon Photography

School lockers at Urban Kidz Wear in Scottsdale, AZ, are part of a traditional back-to-school display in the boys section of their shop. Slatwall allows for both  hanging bars and faceout displays on the wall next to the lockers. Bookbags placed in the well-lit area above the slatwall remind me that displays need not be unusual to be good.

Tweed Baby Outfitters - Nashville, TN

Tweed Baby Outfitters, in Nashville, TN, created this pulley display for diaper bags. It is such a great idea, I think it could work well for bookbags, satchels and even handbags, as well.

Thanks for taking the time to read the Retail Details blog. I hope you find inspiration for great displays and that you will choose to share them. You can submit your store display pictures for blog consideration to SwirlMarketing(at)comcast.net

Fund Raising Request: You can also contact me at that email address if you have a dress to donate to the Love That Dress benefit for the Pace Center for Girls of Lee County. If you have a dress that you’ve already been seen in or a dress in your closet that you have not worn, you can donate it for a good cause. New and gently used dresses are needed for the September 1 event sale in Lee County, Florida. Retailers… do you have left-over sale stock that you could donate? Thanks!

Stay display inspired!

~Becky Tyre, Retail Details blog

SwirlMarketing(at)comcast.net