ATTRACTIVE
Merchandise must be attractive and must be seen under conditions that enhance its beauty and reveal its usefulness and qualities in an attractive setting. Careful attention to the merchandise, the fixtures, and the setting in which merchandise is displayed is very important. The display area must be given the same attention as the merchandise, and constant care must be exercised to make sure cases, paintwork, glass, and the areas in and about the store are properly maintained. Exterior display windows should be used to their full extent and properly signed to present an attractive and effective merchandise display. Displays should be changed frequently to stimulate customer interest.

EASILY SEEN
Place merchandise so that customers can see it without undue effort or strain. Observe the following rules:

. Put large items on lower shelves.
. Put small items at eye level and above (but not too far above).
. Do not hide merchandise behind signs or decorations.
. Use bright lights so that customers can see the merchandise and read the signs without difficulty. Lights should be cleaned periodically and replaced when necessary. You should also identify items temporarily out of stock by using a sign at the shelf location that can be easily seen and read by the customer.

QUICKLY IDENTIFIED
Shopping can be speeded and customers made to feel more satisfied if they can identify merchandise quickly. To achieve this, bear these points in mind when setting up displays:

. Place labels and informative copy on packages face up and right side out so that information is read easily.
. Show the item so that its purpose or use is obvious. This may require the use of a sign or an opening on the item so that its features can be seen.
. Use a picture or sketch from a newspaper or magazine ad and take advantage of the preselling that has been done by the salesman or distributor.
. Identify new items with a sign.

READILY ACCESSIBLE
When displayed merchandise is readily accessible to the retail store operator or the customer, much time can be saved in completing the transaction. Time is important to fellow crew members and you should do everything possible to avoid wasting their time. One way to make items more readily accessible in your store is to use all available purchasing and selling history to determine which items move faster. Display these items so they can be easily handled by the customer. Take the time to set up displays so that two or three other items do not have to be moved or disturbed to get at one that is behind or underneath other merchandise.

NEATLY ARRANGED
Merchandise both on display and within the store should always be neatly and conveniently arranged. When using shelves directly behind the selling area of the store, merchandise should be arranged to fill as much cubic space as possible. Certain items may be stacked two or three deep when practical. If retainer bars are used on shelf fronts, even cans or jars can be stacked by inserting a piece of masonite or cardboard between layers. In walk-in stores do not lay vendor merchandise cards, racks, and so forth, on top of the showcases. Ledges should not be used to store merchandise; they should be used to attractively display the merchandise.

CORRELATED
Displays look best and are most productive and convenient to the customer and the store operator when items are correlated. Simply defined, this means show together items that are related in use or purpose. It is an old retail axiom that one item will suggest another. Therefore, when arranging displays, see that related items are put together. Set up toiletries in a compact section, cigarettes and tobaccos in one, and jewelry in another. This treatment of merchandise permits easier selection, and customers do not have to scan several different areas of display to find what they want. It is much more helpful to the customer if toothbrushes are displayed near the toothpaste, shoelaces near the shoe polish. This correlation of one item with another usually acts as a reminder to customers and encourages or prompts them to select or buy items that they might have forgotten they needed. You should go through the store frequently and take a look at your merchandise arrangements, determine whether each item is displayed to assist the customers, rather than hinder them.