News

Window Dressing

Hilliers Jewellers are enticing customers into their stores in Middlesbrough and Hartlepool in the north east of England by using standard British Turntable cabinet turntable kits to create movement in their window displays.

Proprietor of the jewellers chain, John Hillier, has designed some spectacular displays of fine porcelain and china. Normally used individually within a single secure cabinet, the cabinet turntable kits have been used in groups with poles and glass shelves, also supplied by British Turntable, to create a dynamic and stylish showcase for some of the world's most famous names in the business.

"Some of the window displays are on upper floors," says John Hillier, "so the turntables have been particularly effective in attracting customers into the shop to take a second look. We can't stress how delighted we are with the results."

The cabinet turntable kits used at Hilliers are available for top or bottom mounting and are easily self-installed. There are now more than 100 off-the-shelf display products available from British Turntable, including the attractive and stylish glass-shelved Princess range, which is particularly suited to the gift trade. The range also incorporates long-life battery-powered turntables from 83mm in diameter, many point of purchase movement options and larger rotary units which can be used on their own or in conjunction with other movement to create more complex integrated combinations. One of the main attractions of using movement in display is that sales can increase significantly - by more than 30%, according to research conducted by POPAI (Point of Purchase Advertising International).

Movement adds prominence to a brand or promotion, stimulating the buying decision. High value items will therefore sell more quickly, as will previously slow-moving products or 'ends-of-lines', keeping profits up and enabling a quick turn-round of stock.

Further information can be obtained from Phil Childs, tel: +44 (0)1204 525626, fax +44 (0)1204 382407, e-mail info@turntable.co.uk