By Amy Meadows
While we know visual merchandising is focused on optimizing what the customer sees, we are also aware each of the senses plays a key role in driving sales.
In the past, we explored both biophilic design (think fresh flowers) and scent diffusers to create welcoming atmospheres. There is also the music we play and the different textures and materials that trigger the sense of touch. That is four out of the five senses. Where does taste fit?
Of all the items you might work with in retail, I guarantee you it will be THE TRICKIEST category ever. Before you place some dinner rolls on your tablescape or place a bowl of nuts with items that scream man cave or Father’s Day, you need to create a bit of a checklist, such as:
- Are there any allergies associated with this food?
- Is your bottle of wine or liquor in the sun?
- How often will you need to replace fresh items, such as garnishes, lemons, limes, or grapes?
- How often will you need to refill cups of tea or glasses of water?
- Might this attract pests?
There is no such thing as casually adding a loaf of bread or a bushel basket full of apples! In every case, think it through …
Food Allergies?
While peanuts might be the first item that springs to mind, it is often ANY nut — shelled or unshelled — that could be dangerous, especially to a child. And keep chocolate items beyond the reach of a curious dog.
Ka-boom!
Yes, that bottle of prosecco would be a lovely addition to your New Year’s celebration display if it is inside the store. But alcohol, just like bottled perfume, will explode if overexposed to heat and sunlight.
That will certainly put a damper on any festive setups you have created! An alternative is to check with your local wine shops and see if they have any dummy bottles. Or see if a nearby restaurant would save you a few empty bottles.
Here is a true story. During my career in theatre decades ago, I had the opportunity to work with the film crew of the now classic My Dinner with Andre, directed by Louis Malle. With the set built to resemble an iconic New York restaurant, one of my biggest assignments was to “stock” the bar.
I was given boxes of empty liquor bottles and instructed to mix food coloring and water to approximately the color of that type of alcohol. Why didn’t they just go out and buy everything? I mean, it was a movie!
They needed dummy bottles for the same reason we continue to use bottles and factîces for display, so they did not explode under the heat of theatrical lighting.
All that work and it was a mere blurry blink of an eye in the movie. I struggled to understand the differences in hues for scotch, bourbon, and other spirits.
Oh, and we were filming in a closed hotel without running water, so I had to create this magic in the restroom sink at the gas station across the street. Yes, it was all very glamourous!
While that is a behind-the-scenes story from a single event, display professionals must be prepared to create scenarios. What if this melts? What if this gets moldy? What if this evaporates or shrinks? What if a customer tries to take a bite? My advice is to imagine the worst-case scenario and take it from there.
Baked Goods
Bakeries have had a handle on this for quite a while — stacked foam discs, which have been “iced” with spackling compound can sit in the front display window or a specialty case for quite a while. While the spackle will eventually shrink a bit and crack, it is not the end of the world or the end of that prop. A new layer of “frosting” will fix that!
Working with loaves of bread, rolls, or muffins requires less effort, but do not be shy with that shellac. You will need several coats to get a good, solid crust — literally.
Fruits and Vegetables
Unless you opt for artificial versions of produce, you will need to switch out items often. As one can imagine, there is a wide range of cost and quality — inexpensive apples in a bushel overhead or on an upper shelf will probably be fine, but if they are to be directly adjacent to the items you are selling, make sure the artificial versions you select are as high quality as the merchandise they are accenting.
May I Freshen Your Drink?
Be prepared to top off any water glasses, coffee cups, or tumblers to counter evaporation. While food stylists have cool hacks (using motor oil for coffee or shaving cream for whipped cream), you will not need those extreme measures BUT it is worth remembering those and other trade secrets when you are taking photos for your social media/website.
Pantry Staples
If you are looking for alternatives to the usual velvet, stone, or cork liners for jewelry trays, check your cupboards for. . . rice, beans, (black beans are especially dramatic as a backdrop for silver or silver/turquoise jewelry), lentils, or small pasta like orzo or ditalini. If you want to spice it up, grab fistfuls of cinnamon sticks to place in mugs, tumblers, or muffin tins.
Herb-a-licious!
Ah, a whiff of fresh rosemary! Or basil! Or mint! Add dried lavender in a hand tied bouquet or a strategically placed terra cotta pot (or the merchandise items you are selling) filled with live herbs across a tabletop, a garden bench, or butcher block.
While nothing truly replaces the distinctive aroma of fresh herbs, displaying botanical art and/or cookbooks can drop hints of food and flavor into the fixture or vignette
Have an interesting display to share? Or a question about visual merchandising strategies for your business or your district? Visit www.windowsmatter.com for more information.
