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Tips for Successful Display and Merchandising
When done well, it not only increases traffic and sales, but plays an
extremely important role in the image of your store. There are basic rules
to follow when merchandising and displaying products as well as key areas
that should be monitored. Retail is a highly competitive industry where
every inch of retail space counts. Learn to make the most of it.
1 Less is more. It is not necessary to put everything you carry
into the window all at once. Pick a product line or a theme and run with
it.
2 Plan your strategy. Decide the "what" and "how" in advance. Rushing
through a window comes off as just that- RUSHED. After a long hard day
dealing with your customers, back orders and staff schedules, don't jump
into the window unless you find it invigorating or a form of stress relief.
Instead start fresh the next day and give it the attention it deserves
and needs.
3 Window Setup, Simple as A, B, C. (A) Eye level is key-don't clutter
the floor with unnecessary merchandise; customers don't shop looking at
their feet. (B) Create eye-flow and balance by using color, shapes and
repetition to draw the eye around the display. (C) Step back from the
display. Make sure that it is interesting from all sides, not just the
front.
4 Don't bore the customer. Change the display one or more times
a month and that way you can feature a wide variety of merchandise. If
you have created an elaborate setting, you may choose to swap out groups
of merchandise (for example: holidays windows and seasonal windows). Never
remove pieces of merchandise without replacing them with like products.
There is nothing worse than a picked-over window (except for the notorious
12" dust bunnies that can set up camp in your window).
5 Look around you. Check out what other merchants are up to and
do it better-they are your competition. Don't be lured into a false sense
of security because your closest competitor is 20 miles down the road.
Instead remember that the customer has the choice of spending his/her
money 2 doors down!
6 The Entrance. Is it exciting? Is it a great first impression?
Mix it up. Don't get trapped into keeping products and fixtures in the
same position. Keep your store fresh and exciting for the customers and
the staff.
7 Gondolas and Floor Fixtures. Gondolas/shelving units come in
a variety of sizes depending on the function. Low gondolas are ideal for
visibility through a store as long as you do not merchandise them too
high. Tall shelving fixture (6 to 8' tall) are wonderful in creating walls
of product. They can float in the space in groups to create departments
or be placed off of the walls for dividing up sections. The decision to
have low gondolas or tall shelving is really determined by the amount
of available floor space, the shape of the store and its needs. The style
of merchandising and cleaning products on a regular basis will not only
keep the items aesthetically pleasing and salable, it will also develop
product awareness.
8 Vertical Space. Use the wall space wisely. Like any other area
in your store, the walls and shelves should be kept clean and neat. The
orderliness of the merchandise directly affects salability. Make it as
easy as possible for the customer to shop in your store. By keeping like
items grouped and in order, you take a lot of the guess work out and make
your retail space more self-serviceable for the customer. This frees up
your employees' time to help additional customers. It will also aid in
keeping track of the inventory. Use the top shelf (or above 7') to showcase
what's below. Try not to allow this space to become an "overstock" shelf.
It is not only aesthetically dull, but is also difficult to reach. By
setting up small groups of displays, the space will work to your advantage.
Keeping items in like groups and in repetition help to improve the aesthetics
of the space. When merchandising walls and fixtures: A. Eye Level is the
most powerful position. B. Products must be pulled forward on the shelf.
C. Products need to face forward. D. Never leave open holes of space.
E. Determine where price tags go and stick to it.
9 Endcaps. Not sure what to do with the space at the end of your
gondola or floor fixture? Depending on the style of fixture in your store
and the amount of space available, there are a variety of options. Although
you can display a small group of single items, you are much better off
using the space to "mass out" product. Some endcaps are designed for hanging
product while others have shelves. Some have both. Use this space to feature
promotional items, or a mini department for seasonal items, or to lure
customers into an impulse sale while waiting at the register area. Remember
that the average gondola is 4' x 4' on the end, 16 sq. feet of retail.
10 The Cashwrap/Register. The counter tops surrounding your register/cashwrap
are not only to service the customers, but to increase impulse buying.
This means using the counter tops and surrounding walls to feature new
and exciting items.
Remember: A) Be careful not to flood the counter
top to the point where it becomes an overwhelming mess-change frequently
to keep it fresh for the consumer. B) Do not allow your daily paperwork,
special orders and other non-salable "stuff" to take over the counters.
Utilize the shelves that are below the register for those things. A key
in successful use of the counter tops is to keep the area merchandised
with items that ARE for sale. C) The wall space behind your register area
is very valuable for merchandising. You have a captive audience at checkout.
Use it. Keep it clean and organized. Make this a fun promotional area
to feature what's hot or for a "theme" display (ex.: Halloween, rainforest,
etc.). The final tip is to have fun while merchandising and displaying
your retail space. Chances are, your customers will find it enjoyable
too.
Teri Fogler-Binkly has been involved in design, visual display & graphics
for over 16 years. She owns a consulting business, Starving Artist Design
Studio in Branford, CT. Her client base is diverse and ranges from large
companies like Westfield and Charter Oak (mall developers), to a variety
of retail stores, service based companies, and manufacturers. Before starting
her own company, she was the Promotional Director for a multi-million
dollar retail chain, Koenig Corporation. Prior to Koenig, she had extensive
training as Visual Merchandise Manager for several different retailers
including Conran's and DM Reads. ASTRA, formed in 1992, is the largest
toy association in the U.S. and represents the specialty toy industry-retailers,
manufacturers, manufacturers' representatives and industry affiliates.
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