The Art of Presentation: Marketing your business

Merchandising and display tips- Part 3

2009-04-10T20:02:00.000-07:00

How is it going? What progress have you made? Hopefully you have put yourself on a plan – a 30, 60 90, 100 day plan, etc. Whatever works for you and your staff to produce your best efforts.

The next step is merchandising your location which I see is in two parts- one part being optional yet very effect. I call it EYE CANDY.

3. EYE CANDY is first thing that visually draws your customers into the store to shop. It’s your focal point or big attraction of the week or month. That “thing” must be easy to spot and accessible. It requires your staff to know everything about the product, the theme or the event being featured at that moment.

“Eye Candy” is optional yet becomes something your customer looks forward to seeing on each visit. Designating a space for this type of display should be determined first and then merchandise the store around it.

ACTION! Vignettes are displays that imitate life. If you have the space, create mini scenes throughout your store. Customers are encouraged to buy when they see products in settings.

Use a small table to demonstrate dining and entertaining. For example, if space allows dress up a small table for two persons. Add appropriate accessories to embellish the settings- dishes, table linens, flatware, glasses, napkin rings, centerpieces, candles, etc. Please do not over do it! Although a vignette can promote multiple sales you must clutter the view with too many products. Your staff can assist the customer to related products throughout the store. Note: Do you plan to sell what you use in the display? People will ask if, for instance, “Do you sell this napkin?” “Where do you have this silverware?” “Are you selling the candles?”

FYI: “Eye Candy” and vignettes can be an extension of your display window.

FYI- event or holiday vignettes can be most profitable if well presented.

Now for the rest of your store…

How does your store flow? Customers need to move easily through your store to find what they want. Make sure there is enough room in the aisles or between fixtures for customers (especially with winter coats or large pocketbooks) to walk through without knocking over merchandise.

Review the store lay out. Remember to use appropriate fixtures for specific merchandise. Related merchandise should also be in the same area. Are the hand bags near the hats and scarves or across the room hanging with the jeans? Are the placemats near to the dinnerware or next to the pillows? I have to say this because that are retailers that do not follow this rule.

I once made a courtesy call to a new customer and asked how my home décor products were selling. She told me she had not sold anything. On further discussion, I learned that she had placed my products throughout the store- a bowl on top of a circular clothing display fixture, a tray on a shelf of handbags and so on (This is a true story!). This was also her first experience adding home related products to her inventory. I patiently suggested that she dedicate an area for home décor products and gift items. A separate shelf system or a wall of shelves would be the best. A few weeks later we spoke again and she happily reported since our last conversation sales had picked up. Her customers noticed the change and bought the products.

Now that we’ve got the store into shape, let’s do the same for our sales staff.

Next time- Dress and Impress

Merchandising and display tips - Part 2

2008-12-04T23:21:00.000-08:00

Your first assignment should be well on its way. My goal is to encourage retailers to take responsibility for the appearance of their location to increase the possibility of sales. If you haven’t guessed it yet, I’ve seen the most unkempt and disorganized stores in my local community. Some stores owners do not seem to have the skills or tools to run their businesses. Many seem to want to do things on the “cheap” and the results are just that.

In my last writing you were outside your store front looking at the window. Now come back into your store and tell me what you see.

2. Presentation, Darling! You are about to set the mood for your store. But first,

409-it! Is your location clean? Yes back to cleaning. You can’t expect customers to shop in a dirty or messy store. Clean that light switch! Make a habit of dusting, sweeping or vacuuming. You have guests coming to your "Home". Make sure to check the bathroom if you allow your patrons to use it! Keep enough supplies on hand!
Keep it fresh! Merchandise must be kept up to date! Don’t mix the old with the new. Put things on clearance after a season if necessary! Invest in your merchandise. Plan early so that merchandise arrives just before the target season.

Coordinate your fixtures and shelf systems for a uniform look. Make sure the fixtures are appropriate for the merchandise. Group similar shelves together and fill with the same or related products. If you have an apparel section all the coat hangers should be the same. Don’t use the hangers the garments were ship with unless they are the wooden or better plastic styles.

Lights! Brighten your store with the right lighting! Don’t forget to put lights in the window. Use energy saving light bulbs. Lighting will be another reason why people will say they never noticed your store before.

Color it! Paint the store if necessary! This is an inexpensive way of giving your store a face lift. Really on a budget? Touch up the front half of the store. Use art or large photographs to enhance the walls.

Again if you have difficulty in the decorating area, get help. Look at other stores for ideas and work with an intern.

Let me know how things are going on you end. Next posting > Part 3 Eye Candy

Merchandising and display tips

2008-11-29T16:40:00.000-08:00

Welcome to my first blog! I've been trying to get to this off the ground for months! I am the Lifestyle Creator of SoHe Designs a manufacturer and distributor of global inspired home decor products and gifts. I produce porcelain dinnerware and tea sets, pillows, bath sets and more. While my goal is to sell wholesale to small businesses, I am interested in how stores reach out to their own customer base. Whenever possible I visit a location and look at the store's layout and how it is merchandised. Based on what I see helps me determine if I will take the next step to introduce my line to the store owner.

In this premiere blog I will introduce a series of tips based on my years of experience in the retail sector with those of you who are retail owners in the home furnishings and gifts market category.

Merchandising and display tips for home decor retailer

This is going to be one of the roughest holiday seasons in YEARS! - yet there are simple things businesses can do to help you get the green!

Start by walking out of your store. Turn around, face your store and look at it as if this was the first time you ever saw the place. Be honest of what you see! Be honest in answering the questions I will ask. Let's get started.

Part 1. First impressions- Your window introduces your customers to your store. So, what does your window display look like? It has to be nothing short of FABULOUS!

Clean your windows. As basic as this sounds, I've seen stores with dirty windows and dusty displays! What a turn off! Hire a regular window cleaner if necessary.
Create a theme. You should be updating your window at least once a month- more if there are special events or holidays. A theme makes it easier to select the right products therefore encouraging your customers to come in to your space.
Let your products breathe. Do not jam a sample of every product in your window. You will overwhelm anyone looking at your window, another turn off.
Research your competition. Look at the displays of other stores in your area. Look at department store windows for inspiration. Those windows often end up on the evening news. They must be doing something right!
Print your signs. Please- no hand written signs or promotions. This tips goes for any inside signage as well. Use the templates on your computer to create your printed messages and purchase a variety of papers and cardstock from any office store.
Get an intern or hire a pro. If you don't know how to "dress" a window or have time to make signs, get help! Use interns from colleges studying visual merchandising.

So let me know what you think so far. You may will be surprised when people will come in saying that they never noticed your store before by just taking this first step! See my next blog for Part 2.