Today I received an email from a hospital gift manager asking for a few suggestions on how she could improve her visual merchandising display. One of her biggest challenges is that the hospital never created a large enough space for the store, so she's operating in a very small area. After reviewing her store photos, I have come up with eight ideas (in no particular order) that are relatively low cost, to create maximum impact. (see photos below)

1. Add color: Paint the back wall a rich, warm neutral color, such as a darker taupe. This would really help the merchandise pop and warm up the space, making it seem less like a hospital environment and more like a permanent store.

2. Addition of store signage: The hospital manager mentioned that customers often walk right by her store—they even don't notice it's there. I'd love to see the screen come down and various smaller hanging signs moved further back so a professional sign could be installed behind the cash register area. Also, while we're on the subject of store signage, I always recommend that a paper sign never be used. If you're going to make your own on a computer, I'd suggest finishing it off by framing it. Inexpensive frames can be found at your local craft store.

3. De-clutter: Since this retailer is operating in such a small space, it's absolutely critical that she create some white space (also know as resting space for the eye). She doesn't actually need to subtract merchandise from the floor to make this happen, she just needs to consolidate some of the merchandise into a tighter area. Also, I'd recommend removing all merchandise from the floor. This will help make the store appear a little larger.

4. Utilize more vertical space: This retailer is taking advantage of the horizontal display space but there is very little vertical space utilized (with the exception of the signs). I'd suggest purchasing some inexpensive acrylic risers from a fixture company to give the products different heights.

5. Create a focal point: Currently, the focal point of the store is the candy. While I'm sure candy sales make up a large percentage of store sales, I'd like to see the area to the right of the cash/wrap area be the focal point of the store. A cute themed display could be created here or you might want to consider installing wider shelving. In a more extensive re-model, I would consider removing all the built-in shelving to opt for bigger and deeper bookshelves. This would also give you options to move the store around to create a new look.

6. Add an area for impulse items on the cash/wrap table: Currently the only items I see for sale on the cash wrap are candy bars. I might opt to replace the candy (move it below) with the bracelets I see in the jewelry area, or the wooden roses—a great impulse item.

7. Product selection: While it looks like you carry a lot of charming gifts, it seems to me that you might be missing out on some sales of merchandise that visitors might buy for friends who are in the hospital, such as bath and body products, really plush robes, slippers, cards, etc. One more suggestion in terms of products is that sometimes you can create a more stunning display with more merchandise. If money were no object, I'd suggest adding more plush to the store—it could be a really cute display.

8. Displays that pop: The merchandise itself is grouped into similar categories, but there are no really strong displays within each category. Here a few ways to create a strong display: a) enough merchandise to make it look interesting, b) products displayed at different heights, c) interesting props or display pieces if the merchandise itself cannot be stacked to create height or d) repeat patterns of colors which can come from the merchandise itself or from props.

Does anyone else have any other ideas or suggestions?

I was interviewed today by an editor for a magazine that is geared to dance studio retailers and she asked me what advice I would give her retailers for this holiday season. My immediate response was, "more important than ever before, don't take a wait-and-see approach—be proactive."

Then I suggested that retailers focus on four core areas:

1. Marketing: Take advantage of low-cost email marketing to promote in-store specials (or a frequent buyer program) and to give reasons why your customers should stop by your store.

2. Superb staffing: Don't settle for mediocre employees. Determine who your top performers are by looking at your store's daily sales figures. Keep only the employees who fall in the top 25% and establish a reward for your sales team for hitting sales goals. Perhaps a special in-store party, or a $50 gift certificate for everyone if the goal is achieved.

3. Improve visual merchandising: Visual merchandising can impact sales by as much as 40%, so make sure you have really strong store windows. They're a fantastic focal point when you walk in the store, and a new holiday look can inspire walk-ins.

4. Product selection: One of the top reasons that consumers shop at a gift store is to find unique products. Make sure your holiday inventory includes fun new products that can't be found elsewhere, and think about promoting some of these in your marketing.

Stay tuned for more tips on preparing for the holiday season.

Our visual merchandiser and I just got back from a two-day makeover of a camera store in New England. The owner had really great front window space, but wasn't fully optimizing it. Here are five tips to consider when building an effective window display for your store:

Determine a theme… Let the theme of the window guide your merchandising decisions. You might base your theme on the upcoming season or new merchandise you want to spotlight—and be sure to consider which products and/or themes will make the most impact. This can be a fun and creative process. Think about involving your staff in a brainstorming session and consider rewarding the best idea with a store gift certificate. Or, hold an annual contest, and reward the employee who creates the best window of the year. You can even ask your customers to judge at the end of the year which one they liked.

Add Props… You can really add a lot of interest with creative props that tie into your window theme. In one of the store windows we just re-merchandised, we added back-to-school supplies: a desk, backpack, apple, notebooks, etc. In the other window (theme: travel/safari), we added a camera vest, trunks, maps and travel tripods. Your merchandise can serve a dual function as a prop.

Use the space you have… One of the key mistakes the retailer was making in his window was a failure to utilize vertical space. As you consider the window design, think about building height through a neat fixture, elements hung from the ceiling or larger pieces of furniture.

Have a key focal point… Create a key focal point for your design. Your display will be much more effective if a shopper's eye is drawn to one area rather than 10 different things. In the travel window, the human form and trunks were the focal point; in the back-to-school window, the desk does the job.

Optimize the curb appeal… The final test of an effective window display is to ensure that your window commands attention when seen from the outside. Remember: you only have five seconds to grab the attention of passing potential customer—make sure your window captures their attention!

While I usually like to blog about tips and advice, I couldn't resist talking about an amazing opportunity that we have for one lucky gift store owner. Last year we completed our first-ever ultimate makeover, and it was such a huge success that we decided to make it an annual contest.

But the deadline is just around the corner! You MUST have your entries in by June 1.

Enter now, the process is easy.

The winner will receive a makeover from GIFT SHOP's visual merchandising guru, Donna Kent, and the store's before and after photos will be published in the fall issue of GIFT SHOP magazine, plus, we have a website dedicated to the contest: GIFTSHOPMakeover.com. If you win, it's a great opportunity to earn some local publicity, AND you can use the fabulous new look to invite all your existing customers in to see the changes.

From left, the makeover team
Patricia Norins, Publisher and CEO of GIFT SHOP,
Donna Trottier, winner/owner of Blue Hydrangea and Donna Kent, visual merchandiser.

Many years ago I joined a public speaking club called Toast Masters to learn some strategies on how to improve my public speaking skills. The biggest tip I received is that everyone loves a story. In fact, if you tell a story during your speech, people are more likely to remember the content than if you just use examples and statistics.

How does this pertain to retailers? I'm hoping you'll tell a few stories in your own store with signage. I know it can work…

I had posted a suggestion on our online forum to re-merchandise products that aren't selling in your store. In other words, try moving it to another location and change it up from a visual standpoint, perhaps using a new prop, stacking the display boxes in a clever design, signage, etc.

A retailer then responded that she tried my idea of moving the products to a new location and she added a "story card" explaining the details of how each was crafted. In her case, she was selling handmade necklaces from an African village. On the very first day she moved the product and told the story, she started selling the necklaces.

Even if you don't carry a lot of handmade products, you can still offer other information cards. Perhaps you have all natural/organic items, or those made exclusively in the USA… even ideas on how to use or display something can be helpful.

Start selling with stories, and let me know how it works for you.