After attending a course in visual merchandising and window dressing I can say I learned many things, things that maybe a potential salesman or manager of a store does not think and does not consider, not ignorance, but only because he can not think what to search and what affects the consumer.

The shops are divided into 2 different types:

- The store that sells merchandise because the customer is attracted by the window or inside the store (this is usually the case with expensive shops and then I call self-service shops where customers can try to enter the market and choosing from only for purchase)

- The store that sells their wares regardless of presentation of the object (something like brands) so the potential customer already knows what needs to buy and usually the type of buyer is more restricted (most expensive shops where the sale is assisted).

There are many factors to consider in order to sell an item: the shape, color, character of the product itself (and these are that each object has 3 components).

It is not easy to accommodate an object with angular shape in the window, must lie in a proper support and consider the color of that to be able to stand among many others.

Unfortunately, in Italy, many stores carry showcases DIY then the manager of the store or committed to showcase their wares according to their optical proper exposure, approaching turn items that may somehow have a harmony with others according to taste.

Actually this way you can not make a proper showcase, in fact, just think how many shops are set up along roads in the same way, but what attracts the customer is not a classic showcase located in most shops but showcase different from what other people spend watching wonder why, because it is different.

There are 2 different types of purchasing a product: the purchase-weighted (needed to replace something that is no longer usable eg. An appliance no longer functioning) and impulse (a purchase of pleasure, but not strictly necessary for the consumer).

In 2002 in Italy the proportion of purchases was weighted 77% and that of the impulse was equal to 23%, last year the percentage of purchases was weighted 29% against impulse purchases that totaled 71%, it is important to understand how the window of a shop inside the store to attract a potential consumer that does not necessarily need to buy a product but sees in the window and if presented well, that person becomes a potential customer of the store.

The shop window is the calling card of a shop and a store of this presentation can be properly carried out by a competent person can understand what he wanted and what people want in terms of potential purchase goods in terms of visual appearance simply and in terms of psychology of the buyer.

We know that in recent years, many shops and then barely survived a seller or a store manager looking to use the system saving DIY "I mentioned just above, but in reality have a slide is not a waste, but it is an investment in the store.

To create a window where there was a large budget does not need to spend thousands of euros, is also a showcase of competence to try, with the use of inexpensive materials, to achieve a good result.

Author: Martina Cescon - Window dresser graduated ANVI