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.
(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.
(11) 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.
(12) 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.
(13) 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.
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