Installing and Dismantling Displays

Installing the Display

Some retailers hire people to design and set up displays. Department stores in big cities, for example, have designers working year-round to create innovative window displays that will catch the attention of people hurrying by. However, in many stores, sales people have the responsibility for setting up and sometimes even designing displays. The goal is to create and install visual presentations that attract customers and increase sales.
The information concerning the building and the dismantling of display is mostly contained in the organisation’s promotional policy documents. In a normal cycle of display work, there is always one display to be dismantled before another can be installed. Stores use times such as early mornings or late in the evenings to dismantle and install displays. Both the dismantling and building of a display should:

• Take less time
• Not disrupt the daily running of the section of the store

Considering the Environment

Merchandise displays include not only the display area, but also the setting around it; the walls, carpets, furniture, lighting, wrappings, appearance of store personnel, and so on. Everything works together to create an image that helps sell the merchandise. Do not create or install a display without considering how these factors influence the display design and installation.

Planograms

Many retailers, particularly in chain stores, set up displays according to planograms. Planograms are photographs or sketches with precise instructions as to how displays are to be set up. Each shelf in the store is set up according to planograms, stored in a binder for future reference. The planograms are issued by the chain store’s headquarters, and every store gets the same instructions. Sales people in the individual stores set up the displays; no artistic or creative input is required from them. Planograms make setting up displays more efficient. They also ensure that all stores look the same, so that customers feel “at home” no matter which store in the chain they visit.

Preparing the Display Area

Once the display is chosen, the display area is prepared. The old display must be dismantled as quickly and as unobtrusively as possible. This work can be done early in the day when customer traffic is light, or after hours when the store is empty. As the display is taken apart, accessories, props, mannequins, and fixtures should be put away in appropriate containers or moved to a storage department. Display merchandise should be folded, hung, or rewrapped and returned to the department to be placed in stock and sold.

The display area should then be thoroughly cleaned. Fixtures and props which will be used should also be cleaned.

Setting the Display

The steps for setting up a display vary, depending on the store’s size, merchandise featured, and available display space. The first step is to select the props for the display. Functional props such as mannequins, shoe stands, and shirt forms, hold or support the merchandise on display. Decorative props like flowers, fabrics, or background scenery, add artistic interest to the display and helps attract customers’ eyes. The display background and large props are arranged according to the display sketch. Merchandise is then placed on the props. Once all the props and merchandise are in place as shown on the display sketch, the lighting must be adjusted so that the merchandise is highlighted. Signs are put in place, if needed. A final check from the customers’ point of view ensures that the display is attractive to passers-by.

Dismantling Displays

Every organisation has rules and regulation about the way displays should be dismantling. Some displays have instructions of how they are to be dismantled. At the end of the promotion, the areas of the promotion should be cleared, and the merchandise put back on the shelves or tables at regular prices. The prices must be changed according to organisational procedures. Sometimes, proper dismantling machines must be employed to remove promotional displays. The left-over stock must be handled according to organisational procedures.

Windows, where the promotional displays were situated, must be cleaned. Before other displays are mounted, the window should be carefully prepared by thoroughly cleaning it. All dust, dirt and grime from previous displays must be removed from the glass, floor, background and fixtures.