conclusion that the store design books are right.
People can't see into most store windows.
When I first set up my shop I spent some time designing and building
an oval platform for displaying a scooter. From the inside it looks
good, and it lifts the scooter up high enough so that it can be seen
through the front windows.
But nobody can see it from outside!
For anything to be visible from outside a window it has to contrast
SHARPLY from whatever is behind it. The simplest way is to place a
wall immediately behind it. Displaying a product against a plain,
blank wall will allow the eye to focus on it - even through the
reflections you always get on the glass.
But displaying ANYTHING against the cluttered interior of a shop
GUARANTEES that it will be ignored.
True, you can play games with lighting so that whatever is in your
window is well lighted and stands out against the black interior of
the store. Unfortunately that requires A LOT OF LIGHT shining on the
product, and some of that light will splash and light up the interior.
The net result is that you wind up lighting the rest of the store and
making your product less visible.
I'm now faced with a dilemma - do I construct actual display windows
(essentially little rooms around the windows) or do I simply give up
trying to show off my products to people passing on the street? Either
way, my unique scooter stand is out of there.
If I build the "rooms" I'll have walls that I can hang more products
on inside the store. Wall space is really valuable in a retail store.
If I give up on window displays I'll have more floor space available
for showing scooters. Floor space is valuable, too, for my type of
merchandise.
What do you think I should do?
Kurt Schweitzer
Urban Village Scooters
http://urbanvillagescooters.com
Need help? Contact Vickie at vics4us@yahoo.com .
http://www.educatingforsuccess.com .
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