It’s All In The Presentation

Are you a fan of Sandra Lee, host of the Food Network’s Semi-Homemade Meals? I am. What intrigues me about her show, even more than the food, are her tablescapes. With every show, Sandra includes a coordinating tablescape. She has a knack for gathering different textiles, dishes and home accents to create a delightful atmosphere. Constructed with such care, her table presentations look ready for a high-end magazine photo shoot. She even includes a signature cocktail using different barware.

Because Sandra knows how textiles, home accents, and lighting make for a pleasant and welcoming home, she includes this in her meal presentation.

Burlap Table Runner

Creating a homey atmosphere makes her food more enticing. I can’t taste or smell Sandra’s food when I watch her show, but the way Sandra presents her food makes me want to cook a homemade meal and create an awesome tablescape.

This is the type of message you need to convey to your customers. Why? Drawing attention to your products this way inspires customers to create the same effect in their homes. Inspiration leads to more sales.

How Can You Inspire Your Customers?

To start, you need to create displays that show off the products you sell. It’s not enough to just put the product out on a shelf. The customer needs to see the value and potential of the product. Displaying items as the customer would use them entices the customer; creating a want that leads to a sale.

Creating An Enticing Display

How do you create a display that seduces the customer? Build a venue that showcases the potential of the products.

Example: In the fall, put a throw blanket on a table with rustic tableware and colorful stoneware to give the feeling of a picnic. This shows customers how to use these products in their home.

Where To Get Your Inspiration

Another way to produce a great display is to steal an idea. Pull ideas from magazines and build venues based on the magazine pictures. Take cues from shows like Sandra Lee’s. Follow the general display concepts and recreate them. Do what Sandra Lee does, create an atmosphere when presenting your products to customers.

Tools To Use

First off, don’t be afraid to use television shows, magazines or even your own creative flair as tools.

Television

One of the best tools you can use is a TV.

Home Accent Display

Example: Place a television on a table surrounded it with the product you are showcasing. Turn the TV on the Food Network or HGTV. Shows on these types of channels entice consumers into buying products for their homes. Sandra Lee’s tablescapes are the reason I bought a set of brightly colored plates, bowls and mugs.

Magazines

Use magazines like Home and Garden as a starting point to show your customers how they can duplicate a tablescape.

Example: Make the display as close to the magazine photo as possible, an exact duplication isn’t necessary.  Instead create the same overall style in your display. The idea is to show the customers that yes they can have the same things they see in magazines. Display items just as they would be used a home.

Personal Creativeness & Experience

How you would use your products is a good indication of how your customers would use the same products.

Example: If you sell table lamps, display them as they would appear in your home – on a table next to a chair. You can add books and coasters to convey the feeling of a real home. (Don’t forget when displaying lamps or lighting to have them turned on this gives the customer the full effect.)

Do you sell throw blankets? Then throw one over the chair by the table lamp display. People are very visual. By using other items that you sell to help make displays, you can increase those customer impulse buys!

Know Your Customers

Before you even think about creating displays, you must first know your customers. Keeping up with what’s going on in the economy and consumer buying trends are a must. Looking past the obvious trends and at economic trends will help you understand your customers better. This sense of what is happening in the market place will allow you to capitalize on opportunities otherwise overlooked.

Tiffany Style Table Lamp

If you keep up with trends in general, which you should, most people are spending time and money nesting. Staying home and entertaining is the major focus of nesting. Although money is tight, people are still buying pottery, tableware, and lighting fixturesbecause they are strongly connected to their homes. This trend gives retailers a great opportunity.

Capitalizing On Opportunity

Consumers may not take a vacation this year, but have no problem dropping a few hundred dollars to dress up their homes. One of the leaders in the textiles home decor industry, Martha Stewart’s Living Omnimedia had an of 34% increase in revenue over last year. A 34% increase in tough economic times, speaks well for those who sell textiles.