There is a reason the Big Dogs spend a lot of money on in-store marketing – it works! One tactic is to create a new look for the store, the display cases or signs. Most smaller businesses do not have the money to create a whole new look for a store with all new display cases, showcases or lighting and furniture. However you can spend some time creating a new and/or focused look by rearranging display cases and store fixtures, or even adding one or two cases to increase the volume of product that can be displayed prominently. You can make lighting changes and rearrange the merchandise in glass displays. Make your customers feel at ease in the store as well as piquing their interest.