fresh & FRUGAL

Decorating on a budget? Here are ways to spruce up your store's design without breaking the bank

By Erinn Morgan

Think a fresh look for your dispensary or office is financially out of reach? You might just want to think again. Design and decor experts say that sprucing up your interior can cost as little as $100 and be as simple as adding some accent paint to your dispensary or putting a high-tech (but low-cost) LCD display in your store window.

A fresh look can give your customers an added incentive to buy. “Class it up and make it look like it's worth it to spend $350 in your shop,” says Travis Reed a visual merchandising instructor at the International Academy of Design and Technology who has also been in merchandising at the downtown Chicago flagship stores of Marshall Fields, Ann Taylor, and Sears.

To help you get a handle on merchandising on the cheap, here we deliver simple, inexpensive ways to give your in-store look a boost, along with a few pointers on the areas that are most worth the investment of a little extra redecorating money.

Tweaking a dispensary's decor can be as simple as adding an accent color to the walls or an LCD display in the store window. Image courtesy of Fashion Optical Displays

Color trends can make a statement. Top: Image courtesy of Eye Designs; bottom: Image courtesy of Opticaldisplays.com

Room with a View

Can you afford to have your store windows professionally done? While an extra expense may seem unthinkable in a down economy, some ECPs and merchandising experts say this is a relatively inexpensive splurge that will easily pay for itself in extra sales.

Travis Reed, a visual merchandising instructor at the International Academy of Design and Technology, says hiring a professional window dresser can cost anywhere from $100 to $300 per installation. If this cost isn't within reach, ECPs can also try reaching out to aspiring window dressers to offer them experience.

“I tell my students they need to do this for free or for internships to get experience,” he notes, suggesting that other design- or merchandising-oriented schools across the country may have similar leanings. “Google local design schools. My merchandising class does the windows in downtown Chicago for four or five retailers and the stores love it.”

If a few hundred dollars spent on this merchandising tactic is within the realm of possibilities, it is likely that the investment will get paid back quickly in terms of sales. “We definitely see a spike in sales on the days following a new window display,” says Tom Benthien, OD, owner of Eyelines in Chicago. He adds that his business has saved money during the recession by lessening the frequency of new window display installations. “There is no doubt that window displays that are fresh pay for themselves.”

COLOR YOUR WORLD

ECPs can redecorate inexpensively with new and exciting paint colors. “It's not about painting the whole wall, but painting accent colors,” explains Reed. “Commit to one modern color. For example, if you see that the color raspberry is big for fall, paint that. You should be just as trendy as the Macy's down the street.”

THINK BEYOND P.O.P.

Standard point-of-purchase materials are often free from vendors, but they may make your dispensary look like the competition's.

Reed says that with a minimal financial investment, ECPs can look beyond commonplace P.O.P. and create a unique look for themselves. “Go to your vendors and tell them you'd like something a little different,” he says. “You can put a little LCD TV in your window for $100 that runs a video from one of your brand's fashion events showing eyewear or a slideshow of your P.O.P. photos.” He also adds that vinyl signage is an excellent, modern way to get your message out in-store and in your windows. “It's only about $10 a square foot and it comes in a million colors and textures,” he says. “Instead of a little sign in your window, make it big and bold in vinyl.”

Displays are necessary, but not necessarily costly. Image courtesy of Bright Display

Cleaning Up in the Biz

Simple acts and attention to detail that cost nothing but manpower can go a long way to keeping your in-store decor looking its best. “It's important to keep the windows clean, all the light bulbs working, and make sure there's no lint or dust on your displays,” says Tom Benthien, OD, owner of Eyelines in Chicago. “Make sure there are no fingerprints on the display lenses or an empty space where a frame used to be before someone bought it. Keep it perky and looking nice. Who doesn't want an OD who is a little fussy?”

DISPLAY INEXPENSIVELY

Displays or risers that elevate frames properly are necessary tools, but try to add variety. “Go online for alternatives or to a local floral wholesaler for cylinder vases,” says Reed. “Turn the vase upside down, put a brand logo on it in frosted vinyl, and the glasses on top.”

And, don't just stay with one look. Change out the vases, for example, for other inexpensive props like clay or ceramic pots. The point? Keep it fresh.

If your budget allows some leeway, decor experts suggest that one of the best areas to invest is in your displays. Several design companies are responding to the call for less expensive options with new product collections.

KNOW THE TRENDS

Awareness of the current style and design trends can give ECPs an inexpensive leg up with their in-store look. “Pick up a magazine like Lucky, Vogue, or Bazaar and really be aware of what's coming up,” says Reed.

“Even knowing that all these 80s movies are coming out, for example, like ‘Transformers’ and ‘Thundercats,’ will enable you to know that mirrored sunglasses, plastic frames, and bold colors are a big deal,” he adds. “When you know what's going on, you can make a statement and create a lifestyle story in your window.”

CHANGE IT UP

Some ECPs perk up their look with inexpensive but good-looking decorations to celebrate specific holidays or the change of seasons.

“For the Fourth of July this year, one of our staff members went to the local dollar store and bought large American flags, big and small stars, and 2010 eyeglasses in red, white, and blue,” says Sandy Lesnick, optician and owner of the small Detroit-based chain that includes Lesnick Optical, Belleville Vision Center, and VisionPro Eyecare. The theme goes throughout the office, and Lesnick's dispensary does the same for different holidays.

KEEP IT CLASSY

The key to good displays is purchasing items that tastefully accent your office as opposed to those that look cheap and cause visual clutter.

Most eyewear is an investment and display experts agree that ECPs will benefit from displaying their products in a manner that reflects the quality of the merchandise.

“Cute displays are not giving your business the stature it needs,” says Reed. “Eyewear is expensive and you don't want 40-cent flags in a bowl next to $350 frames.” EB