Window display at Stockton's Paint.

Posted by: Diane Capuano

There are few things more attention-grabbing in a paint and decorating center than a creative, well-executed display. As part of PDRA’s “Retailer to Retailer” initiative, here are the thoughts from two retailers about how they do their store displays and their display philosophies.

Stockton’s Paint of Bellingham, Wash., uses a variety of ever-changing displays, with owner and manager Casey Gordziel believing that they are critical to sales. “When creating a display, I always try to remember that the arrangement is a silent salesperson. I use it to draw attention to new products or slower moving products,” she said.

“Many times after I replace a display with new products, my regular contractors will stop and ask me what the new display is all about. It opens the dialogue for me to educate and sell the products,” Gordziel continued. “The goal is always to have an increase in sales for the specific products just arranged in a new display.”

Stockton’s mostly uses end-cap displays to feature select items but window displays also get a lot of attention. “Our store is located in downtown Bellingham, so there is a good number of people that walk along the sidewalk in front of our window” Gordziel explained. (more…)