How do I judge whether a store’s window displays and merchandising still work?
Stand outside and inside as a customer would, at different times of day, and see what you notice first. Then ask who creates the displays, how often they change and what the staff have learned about what sells. A good display can be taught; a good eye is harder to hire.
Begin on the pavement. Look at the window from across the street and up close, in daylight and after dark. Does it say what the shop sells? Is it clean, lit and current? Then walk in as a customer. Notice where your eye goes, how easy the aisles are, whether the best sellers are placed where they get attention and whether signs match the products.
Ask about the routine behind it. Who designs displays and how often do they change? Is there a seasonal calendar, a supplier-provided display kit or a staff member with a knack for it? Find out which fixtures belong to the store and which are borrowed from vendors, and whether the layout depends on a quirk of the building.
Compare what you see with the sales by category. A prominent section that sells little deserves a question. A quiet corner that sells well might be under-used. Take photos over several visits and compare. Decide which parts to keep and which to refresh once you take over. Good merchandising shows in the results, so check the records, not only the look. Ask staff what customers say about the store.
Key takeaways
- Judge the store from the street and from the aisle, day and night.
- Ask who creates displays and how often they change.
- Compare prominent areas with sales by category.
- Separate store-owned fixtures from those on loan from suppliers.
Related reading
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Sources
This answer is checked against primary sources. Links were last confirmed on the dates shown.
- 01Business Development Bank of CanadaGovernmentHow to conduct due diligence when buying a business
- 02Business Development Bank of CanadaGovernmentWhat are the steps to buying a business?
- 03Business Development Bank of CanadaGovernmentUnderstanding post-merger operational integration
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