Page 315 - Jan 2019 MM

“Understanding the customer is paramount today; who they are, what they want and how
TABLETOP AND GIFT/GOURMET & HOUSEWARES
to deliver it to them,” DEBORAH SHEARER
For retailers who want to up their game with their tabletop display work, Shearer offers this advice:
Be inspirational and aspirational
“Setting the table doesn’t come naturally
to everyone,” says Shearer. “If you show the customer what to do with what you have in the store, most likely they’ll follow it like a recipe.” By showing ways of putting together different products, colors and patterns, sales will increase as customers are inspired by how great one thing looks with another. And knowing that they can get decorating help will spur customers
to return to the store any time they need
a source of inspiration. Says Shearer, “In-store displays, tablesettings, workshops,
events, or even setting small vignettes can and will increase a sale,” she says. “Do the work for your customer and inspire them.”
Table displays should
reflect your brand
Chances are, your store already
has a sense of identity and its own aesthetic. “Be who you are,” says Shearer.
“Understanding the customer is paramount today; who they are, what they want
and how to deliver it to them,” she says. Your customers are likely gravitating toward your store because of aesthetic,
so if your store’s style is bohemian, then your table displays should reflect that style, incorporating layering or mix-and-match looks. A clean, minimalist store should have a table display reflecting a simple, uncluttered vibe.
Find good sources for ideas
Shearer finds inspiration everywhere: the pattern of a fabric she saw, flowers of the season, what’s on the fashion runway, or on social media outlets like Instagram
or Pinterest. “The weirdest things can
inspire me. Sometimes it can be a pair
of shoes!” she says. For display ideas, retailers can look to other retailers they admire for inspiration and fresh ideas, follow influencers who they like, or simply become more observant in their everyday life, keeping a photo file or notebook with ideas for color combinations, unusual centerpieces, innovative arrangements and so on.
Don’t be deterred by
limited space
While a full-sized table setting for eight can certainly make a statement, a store with space constraints can still have impactful displays. Shearer loves the look of napkins or plates stacked in baskets, or mini placesetting displays arranged on shelves or in a hutch. “Even one or two place settings can work, especially if you have the product situated nearby so it’s easy
to find and buy,” says Shearer. >
AmericasMart.com | 299