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
