Beauty Store Business

OCT 2018

Beauty Store Business provides solutions for better retailing! New products, industry news, savvy business moves and important trends affecting both brick-and-mortar and online retailers are included in each issue.

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Page 57 of 67

Courtesy of RPG 56 October 2018 | Discover how the right retail design and merchandising strategy can catapult your store's profits. By Manyesha Batist I n today's retail world, it is critical for a brick-and-mortar store to provide a memorable experience for its customers. Because online shopping offers the ultimate in convenience, brick-and-mortars must give consumers a convincing reason to leave the comforts of their homes and their computer screens. An effective way to do this is to create compelling retail displays and store environments. This effort is both an art and a science, balancing operational and structural concerns with vision and creative design. When done right, it can produce unprecedented profits for a retailer; when done wrong, a store's growth and profits lag behind its potential. Retail design and merchandising professionals say that one of beauty retailers' most common failures in this area is clutter. All too often they stack too many products on top of each other in just about every inch of the store. Clutter also consists of too much information and too many graphics, says Meg Lefeld of ZenGenius, a visual merchandising and event merchandising design firm. The result is overwhelming, which negatively affects sales. THE MAGIC OF MERCHANDISING

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