Now you see it: Visuals can drive merchandising
Whether you love merchandising or think it’s a pain, as a retailer, it’s a requirement.
Most store owners and experts agree merchandising, at its core, is a blend of art and science. Those who get it right know how to walk that fine line.
At the recent 2012 Las Vegas Market, merchandising was a hot topic. Here are some of the takeaway tips.
Look at the first 500 feet of your store. This is where you should introduce customers to pricing, including any advertisements you’ve placed or specials you’re running. The front is also where customers are introduced to the tone of your shop, said Bob Moorman, a business analyst and senior consultant for JRM Sales & Management, a consultancy for retailers.
Ensure a positive emotional response. If you elicit an emotional response from people, Moorman said, price often becomes secondary or not as important as it was when they set out to shop.
“People like to go to stores we love,” Moorman said.
Patricia Norins, publisher of Gift Shop Magazine, agreed.
She suggests creating those fuzzy feelings by incorporating unusual displays that help tell your product line’s story. Norins gave the example of a New York City-based Converse store that used its shoe boxes to create a wall-sized American flag. The shoe display attracted consumers who wanted to see the art piece, but also helped increase sales.
“There’s a direct impact to your bottom line,” Norins said.
