May 25, 2007

Are you making the most of your window displays?By Lin-Nam WangPharamaceutical Journal

Some window displays are eagerly awaited, for example those in London at Liberty and Selfridges for Christmas. But investing in window displays is not only for big department stores. Pharmacies can and, according to Cliff Messiter, a fellow of the British Display Society, should make use of their windows too.

“Window displays are important because they are your first opportunity to sell to a potential customer on the street. You don’t sell anything to people while they are standing on the pavement. You have to bring them inside the store and a good window can do this,” he explains.

Although there are companies that specialise in providing retailers with visual merchandising services and advice, Mr Messiter says that local window dressers can be found by approaching local colleges or art schools. However, pharmacists who believe they have an artistic flare could try window dressing for themselves.

To begin, he recommends choosing a theme, particularly one that is seasonal (eg, Easter gifts, summer sun protection) or local (eg, a special promotion to coincide with a local fair or carnival). Then they can plan their display on paper, thinking about the stock and show materials. Other basic pointers from Mr Messiter include:

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