Dennis Caldora: Making the Most of Mirrors

Merchandising maven Denis Caldora travels the country teaching lighting showrooms how to maximize each category for greater profit. Here’s how to improve your mirror mix.

Create A Wall Of Mirrors You remember the carnival attraction called the House of Mirrors, don’t you? Well, how about devoting a wal (or a large portion of a wall) to your mirror assortment? You’ve probably invested in a nice selection of mirrors in various sizes and shapes, but if you only display them as part of a vignette, you’re missing an opportunity. Treat Your Mirrors Like Cereal! What do I mean by that? If you are looking to buy cereal, you’re going to go to the supermarket because that’s where you can find a wide selection. You’re not going to a convenience store where there are only few kinds of cereal boxes to choose from. In order to sell a category well, you have to demonstrate to the consumer that your store truly offers that category — and that means having an assortment of styles, sizes, and finishes. There are many applications for mirrors. Some people like to have a series of small mirrors leading up the wall of a staircase; others might be looking for something large enough to visually expand a living room or hallway. One customer might be searching for a whimsical style for a teenage girl’s bedroom or powder room; another may be seeking a mirror to place over a buffet table, console, or bombe chest. Have a mix that appeals to several types of buyers and make a designated grouping. Don’t Hide Them Behind Displays Very often I’ll see lighting showrooms put a mirror on the wall of a vignette that has a ceiling cloud displaying a family of fixtures in front of it. When there is a mirror behind the fixtures, the customers become distracted because they can’t visually isolate the product they’re interested in. The reflection from the mirror is showing them the rest of the fixtures around it and creating a cluttered appearance. Instead, put a decorative mirror at the bottom of the vignette (well below the hanging fixtures) that coordinates with the lifestyle you are presenting in that fixture assortment. By placing a complementary mirror there, you are making a connection and validating that look for the consumer. However, you should not have a mirror under every single fixture family. Most importantly, having a mirror in these vignettes does not replace the need to have a wall of mirrors that shows off the category overall.

For more retail lighting and merchandising articles please see below:

Denis Caldora: 10 Tips to turn your store around in 2012 Denis Caldora Presents A Lighting Fashion Show Denis Caldora: How to Boost Your Kitchen & Bath Sales Denis Caldora: How to Buy & Display Accessories Properly