Retailers spend large amounts of money on visual material mostly with the objective of creating an exciting environment for thier customers to shop.
Large lifestyle visuals, logos and graphics to highlight the latest trends and seasons fashion direction. Often visuals are used to promote certain product sometimes good value items.
While browsing in Edgars recently I was amazed at how poorly the store had utilized the price point visual display cards. Not sure what they were trying to say, but certainly left me totally confused.
Firstly I came across a rail with two price point A4 visuals attached to the top of the rail. One said “Character Flip Flops” from R89.95, and the other said “Fashion sandles” from R159,95. But the product displayed on both sides of the rack were flat pumps, not a flip flop or sandle in sight!
Next I came across a rail with a visual stating “Shirts 299,95 each” but unfortunately no shirts on the rail only pants and some golf Ts.
Then at the end of another rail a speaker card proudly shouts out “Belts from R139,95”. The belts on display are all various prices with the lowest price I could find being R179. Absolutly no belts at the claimed value price of R139,95.
Next a Kelso visual stating “Leggings R129,95”. When you look at the leggings under the visual they are all priced at R249,95.
Then a footwear rail with a branded visual saying “Toughees keep it real”. Sadly not a Toughee on display only canvis shoes on the rack.
Now after feeling dizzy from all this “Fake News” I left the store. Glancing at the window as I was leaving I again think Edgars has lost it. The glass is plastered with so many different messages and posters the customer will never read, and will find it very difficult to actually see the window mannequins which are trying to display the merchandise.
Very basic errors so much to learn.
enjoy your shopping
