Extract from Visual Merchandising and Display: 5th Edition: Martin M Pegler
Compiled by Swati Bhalla

To understand what can or can not be accomplished in a display window, it is necessary to understand the physical construction of the window and the limitations imposed by the construction. The features to concentrate on are:
- Window Glass
- Window Flooring
- Back Wall
- Ceiling
- Side Walls
- Proscenia
A small store may often have the store entrance divide the store window into two half. Larger stores often have a group of windows called 'bank of windows'. There are certain display windows that are 20 or 30 feet long. They are called 'run-on' windows. The only visible divider in the run-on window is the thin metal band that retains the plate-glass of the window.

Window Glass:
One of the greatest problems a VM has with a window is the glare/ reflection in the glass that blinds the shopper from viewing the display. Often shoppers get a better view of the street or the store opposite the window, than the display itself. There have been various efforts in this field. While constructing a window, architects have used tinted glasses, angled sheets of glass, curved glass and deeply recessed windows. But all the above has failed.
Tinted glasses affect the colour of the merchandise. Angled sheets of glass and curved glass can rather increase reflection. And deeply recessed windows are a wastage of prime space that can rather be used for selling or storage. Many stores have now started using decorative awnings to cut down the glare. Placing the merchandise further away form the glass (5-6 feet) also helps cut down the glare. Such deep windows pull the customers eyes to the display rather than the glare on the glass.

Floor:
Most window display floors are raised 6” to 24” above the average floor/ street level. This raised floor helps dramatize an object as it forces the viewer to look up. The elevation not just adds prestige to the window but also makes it possible to be viewed or at least glimpsed over the heads of window shoppers.
Creating levels in the floor can help display small articles like shoes, watches, cosmetics, and hand bags. Use of platforms or raisers can help create groups of articles or mannequins for greater visibility, separation and dramatic impact.
Some stores, like Lord & Taylor in New York City, have elevator-type windows. The floor is actually an elevator platform that can be lowered to the basement level where the display is set, and then raised to the desired level. Most display window floors are finished with carpet, floor board or wood. Some windows have floor lit from the base for extra impact. There are also some special padded flooring available. This does not get spoilt with the use of pins etc for display setting. Other add-ons are made from time to time as per the display theme to dramatize the setting.

Back of Windows:
Some stores have removable panels as back wall of a window. They can be removed to convert the window into an open back window, as per the requirements of the display. The back wall of a window, the side that faces the inside of a store, can be used for selling.
Where there is a constructed back wall, a door or a sliding panel is provided for entry to the window, always consider the size of the entry and the angle of the entry before ordering props. A ceiling track that accommodates drapery to cover the back wall may work effectively to promote different looks and seasons. If there is ample depth to the window, it may be possible to use photo-projection techniques.

Ceiling of Windows:
If the ceiling is too high there could be lighting issues. All lights in the ceiling should be moveable so that they can be focused as per the window needs. To create a look some lights can be switched off or added from one display to another. A ceiling grid or channels in the ceiling is a very good investment. This helps the VM create various levels in a display.
Such grids can be used inside the store as well, especially over focal points. Always make sure how much weight the grid can actually take. The props need to be ordered accordingly.

Side Walls:
Side walls can be painted or used as part of the theme. There can be grids, panels or fins on the side walls. They can be used effectively for various displays. Side walls can be backlit providing extra lighting to the window. Side panels can be at an angle. Angled panels add a feeling of depth to the window by creating an aspect of forced perspective to the merchandise presentation.
Some side walls/ panels are put only to create smaller windows out of a large window. Self standing screens, dividers or hung drapery can also be used to create a temporary side wall. These would separate one display from the next, yet allow the continuous flow of the theme or promotion.

Proscenia:
Proscenia is a Greek word meaning 'before the scenery'. In a window display, proscenia consists of a top valance, which masks the lighting across the top of the window, and side valances which separate one window from the next and also hides any side lighting devices.

Tip #50 Two Great Easter Ideas

Easter is falling on 23rd March this year and your customers will be out and about. Give them a reason to stop in and see you.

HAVE AN EASTER PROMOTION here are TWO great ideas...

IDEA #1 This promotional idea is tried and true. It combines the fun and suspense of a lottery with the chocolate and spring pastels of Easter a winning combination!

Get a large basket and fill it with green Easter grass and 100 of those plastic eggs that come apart in two pieces. In every plastic egg put a chocolate egg or other Easter confection and a slip of paper with a percentage off.

After your customer has finished shopping, let them pick an egg, eat the candy and get the discount they picked on their entire purchase.

Choose a variety of percentages off. For example, try 20, 10% off slips; 50, 20% off slips; 20, 30% off slips: 9, 50% off slips, and 1, 75% off slip. Make a sign to let your customers know the number of each percentage off slips. That way they can figure their odds of getting a really good discount!

If you don't want to offer a discount to the general public but want to reward your very best customers, send them a postcard announcing your promotion. Have them trade in their postcard for an egg. Keep the postcards and you'll know which customers have responded to your marketing efforts.

IDEA #2 Get the kids involved and hold an “Easter Coloring Extravaganza”. Check the free report on our web site for a really cute bunny picture (complete with patriotic American flag egg!) and twelve great ways to make this a super easy, budget conscious and very successful promotion.

Contact: swati@studioatomium.com
+91-9810780149