Display Tips

When it comes to displays, cross-merchandise if you want to make a statement. Include traditional products like soap, lotions and body washes; then add on room fragrance and drawer liners, for example. Or cross-merchandise by color—as Jim Buley, owner of Stonecrop in Maple Grove, MN, does with his antique cupboards—with glass vases and plates.

One rule of thumb: group products by fragrance first, then by product, says Carlton Collier, vice president of sales and marketing for Aromatique. Most wholesalers second that suggestion. “Stores that treat this category as a commodity are reporting sales as flat or down. They usually merchandise the products much like a supermarket—line it up on the shelf and let the customer self-serve. Stores that are more creative—combining aromatherapy items and making up their own gift baskets—are reporting growth,” says Michael Russo, president of The Gift Association of America, in Johnstown, PA. “The best thing [a retailer] can do is to create displays that invite multiple sales. The key to success here is no different than with any other category. Make an impact! Make a statement! Show the customer that you believe in the category.”

For SunFeather soaps, it’s the story behind the products that often completes a sale—the story of how SunFeather began in 1979 in a farmhouse kitchen, with an initial investment of $15. “Market research has shown [our story] really sells the product,” says Amy Dougan, vice president of sales and marketing. SunFeather suggests you use the point-of-purchase information it provides about its story.

Lastly, keep it right. According to a recent Skin Inc. magazine article, “85 percent of the population is right-handed and will turn right as they enter your spa. The ‘hot spot,’ about 20 feet to the right of the entrance, is often a no-fail tester zone.”

“Usually, whatever is displayed in that area becomes a big seller,” says Taschetta-Millane, the magazine’s editor.

Emily Lambert

Lambert, a regular writer for GIFT SHOP, resides in Philadelphia. She can be reached at emilylambert@comcast.net.