Welcome to the Australian Lottery and Newsagents’ Association

The Australian Lottery and Newsagents’ Association (ALNA) is the peak industry body representing Australian newsagencies and lottery agents. There are 4000 individually owned and operated newsagencies in the country and together they make up Australia's largest retail and home delivery group.
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ALNA Membership

Through strength and size, the ALNA has the necessary means to achieve outcomes difficult to achieve by a single business.

For just $876 per annum*, your ALNA membership gives you access to industry representation, complimentary advice on industrial relations and leasing matters, discounts on insurance, access to accredited industry training courses, and so much more.

Click here for a membership form

*Membership prices vary by state. Membership fee is capped at $876 per annum.

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Creating Window Displays That Sell

Window displays can be used to sell if they are creative and eye-catching. They are the only major marketing tool that retailers do not have to pay much money for, because they are part of the store's architecture, excluding the initial set up costs. So it is worth trying to get the most from them.

The challenge for newsagents in setting up their window display is the size of the objects on sale are the not the easiest thing for passers-by to focus on. The merchandise is so small it makes it difficult to create a successful window display. Items should be visible from two metres away, which is the distance display windows should catch a person's attention and clearly define what product is being promoted.

However, this does not mean that a newsagent cannot create a successful display window. By applying to methods used by professional visual merchandisers from some of the largest retailers on the planet, the owner can make use of this low cost marketing tool.

WINDOW PREPPING

Before any window is dressed, it is important that the window is clear and clean after the previous promotion. Also ensure that all of the required stock items, props and point-of-sale material is collected beforehand to save on downtime in set up. Some useful tips:

  • The window about to be dressed is clean and tidy.
  • Checks should be made to ensure all of the lighting is working and that light-bulbs have not blown.
  • Staples, nails and screws from the previous dressing will need to be removed.

In setting up the window, large products and props should be placed in the window first. This is because these larger items for the backbone for the main grouping of products to create a focal point.

MAKE A SINGLE STATEMENT

Humayun Khan wrote for Shopify blog, about how easy it is for merchants to get carried away and try to put too much product in the display window:

"Instead of drawing attention to your window, you're more likely to repel and overwhelm potential foot traffic from coming in. Don't try to do too much or you just end up with a busy, unfocused display."

The goal is always to try to draw attention to the products. "A store window needs to communicate beyond the people immediately in front of it. Windows should have one message, not 15," writes Paco Underhill in his book Why We Buy: The Science of Shopping.

UNDERSTANDING HOW CUSTOMERS APPROACH DISPLAY WINDOWS

Underhill struggles to fathom why most display windows are set up as, "Though every viewer is just standing there staring into them head-on. Which is almost never the case." A display window should be set up based on the customer flow past the store and how must individuals approach the window. In most instances, people approach a window from an angle. Underhill continues:

"Windows can easily accommodate how people approach them: Displays must simply be canted to one side that they can be more easily seen from an angle. And because we walk as we drive - to the left - window displays should usually be tilted to the right. Such a move instantly increases the number of people who truly see them."

FOCAL POINTS

A focal point helps attract an individual to look at the window. Morgan states in Visual Merchandising: Window and in-store displays for retail that the focal point is best placed just below eye level, just off-centre. When the focal point is viewed from the street or mall, the eye instinctively rests. From here, the customer's eye will be guided around the display to look at the other products presented.

Morgan also provides some additional tips for large windows or those where the window is set higher above the external floor or pavement. Larger windows may require more than one focal point, but generally, most newsagents don't have large windows like department stores. If a window is set higher than the pavement, the focal point will need have to be adjusted to be lower.

CLICK HERE to view example of how to create a focal point.

PYRAMID GROUPING

This is where the props and products create a pyramid. This is the most common form of grouping because it is relatively easy to execute. It is a proven technique to get the eye focused on one main point (or key product that is being emphasised) and then lead it around to observe the remaining products on display.

CLICK HERE to view Pyramid Grouping.

REPETITION GROUPING

Repetition grouping is when multiples of the same products are used to create a strong presentation. Three coffee mugs will have a stronger presence than one; 20 will have a bigger impact again. Generally, pyramid and repetition groupings do not work well together because it can create a lack of focal point.

CLICK HERE to view Repetition Grouping.

This is an extract from the October issue of The Channel Magazine. CLICK HERE to subscribe today.




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