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Merchandising Details You Can’t Ignore

The 1-2-3’s of merchandising use to be so easy. Dress some mannequins, add some decorations to your window displays, keep things folded nicely and call it a day. Unfortunately, the competition just doesn’t allow for such an easy merchandising pattern anymore. Standing out in the marketplace means more than just offering fabulous product, it means offering your customers an enticing place to shop. To help support your ever evolving list of retail responsibilities is a checklist to help you plan your merchandising efforts.

[tweetmeme]1. Seeing Double. Whether you have a hot item you know will sell or you are looking to push some goods that haven’t been moving, double – or even triple –  merchandising your products can help make an impact on your customer’s impression of that product. Don’t get double exposed happy, though. Not everything deserves more space than their single product display. Pick and choose what will best suit your store and constantly re-evaluate this.

2. Speaking Through Words. Store signage is a must, but on plain white paper? No, no and NO! Too often the “easy” approach is used to get things done – such as make a sign for a recently arrived item in a store – but in the case of signage, take your time. Use card-stock that doesn’t bend too easily. Use a color that stands out from the rest of your decor. And use a nice sign holder to showcase whatever it is your sign says. Professionally printed signs are even better, but on a whim there is no reason you can’t do this yourself. It’s a great way to save costs, as well, but compromising style is not an option here.

3. Keeping It Eye Level. The reality is not everyone is tall. For that matter, not everyone is short. Just because you are one or the other and merchandise your store accordingly doesn’t mean this will accommodate your broad consumer audience. Instead, focus on a variety of eye levels that comfortably engage most heights. If products are displayed within eye level, consumers are more likely to reach out and touch those products. The next step would be for them to buy those products, so don’t overlook this step. If you have merchandising opportunities that are too high or too low to be considered eye level, use the double exposing method (Point 1) to ensure it won’t get missed.

4. Staying Clean. Yes, I said it. Clean. Not dirty. No one likes to admit it, but too often dusting, vacuuming and all the other not-so-fun responsibilities of running a store get dismissed. Hire a cleaning service or do it yourself. No exceptions. Customers don’t respond well to dusty shelves and even worse, dusty products. Stay on top of this one.

5. Incorporating Change. Change will be different for each unique store, but for the most part you want to consider change in how often you merchandise your store. It’s so important to get window displays fresh and in store displays new, as well. While it may seem like a lot of work to get them in tip-top shape, it’s not over after that. A good merchandising plan keeps store windows rotating every 2 to 4 weeks and in store displays on a weekly basis. With that said, what are you waiting for? It’s time to get started!


  • PBL3
    September 21, 2010

    Right on. Seemingly simple steps that get overlooked too often. Good reminder points.

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