Display and Visual Merchandising Section

Focus on Signs (From page 94) signs throughout the store. Manager Rachel Robilotta said that the signs the shop stocks are displayed “everywhere” there’s room to show them attractively. The shop has a wide inventory of different types of signs. “We have some that we keep in racks of signs that are all one brand, but mostly they are all different and mixed in throughout the store. People have a fun time exploring every aisle here and all of the merchandise. Finding a sign they love mixed in with other items is part of the fun,” she explained. “The store is wellorganized, but honestly we have a lot for anyone to see in just one day, you almost have to come back to see everything we have. We are filled from floor to ceiling with items, including signs.” Robilotta’s top tip for sign display is to hang them. “Hanging works best because signs are most visible that way. Our walls are covered in signs, and we also have a specific wall set up for signs located in the back of the store.”

In Ridgeland, Miss., Sales Leader Alora Taylor said that at Amy’s Hallmark Shop the store also uses a mix of cross-merchandising and separate areas to display signs. “All the signs are in the front of the store in one area. We also have signs mixed into certain areas throughout the shop that are appropriate for placing them. For example, we have a baby section where we place baby signs; a spiritual area of the store where we will also place spiritual signs; an area for dad-related items, and we put dad signs there. In whatever category the signs fit, we have them mixed in those areas throughout the shop. Up front, we have a display wall with glass plates to hold the signs up, or we place signs on racks in that area.”

In short, there are as many ways to display signs as there are types of signs at Hallmark stores and gift shops. ❖