Palmer Retail Solutions Blog

4 Secrets to Incredibly Effective Store Merchandising

Posted by Kathy Heil on Jul 12, 2016 2:38:33 PM

AdobeStock_38415145.jpeg Every retailer knows that effective merchandising generates more sales. But if you hope to reap maximum income and profitability from your store, you need incredibly effective store merchandising – the kind that makes the most of every square foot of sales space.

That takes planning, whether your store takes up a square block, is a mid-size boutique, or a tiny mall kiosk. Your plan will work incredibly well if you keep these four secrets to effective merchandising in mind.

1. Give ‘em what they want!

Every aspect of your store and merchandising should aim to create an outstanding customer experience. Effective merchandising starts with the right store fixtures. Once you have the proper foundation elements, you’re ready to wow shoppers with tempting displays. Show off as much merchandise as you can, but remember that over-filled displays and too-narrow passageways make shoppers uncomfortable.

Use your store layout and signage to lead customers around your store, so they can easily find what they’re looking for and browse “suggested” merchandise along the way.

2. Study the psychology of displays.

Effective merchandising tells a story – how to use a product or how it will look in place. Think mannequins and table settings. Use lighting to set a mood, highlight specific areas or products, or decorate displays. Interior showcase lighting is a must for small or sparkly items.

Appeal to multiple senses, not just with the clever use of lighting, but by considering ways to incorporate fragrance or sounds – whether that’s music, chirping birds, or a softly flowing water fountain. 

3. Change it up.

Change works in two ways. First, use the “rule of three,” and vary display heights and shapes. (Think about this when selecting your store fixtures, too.) Visuals that change throughout your store catch your customer’s eye and draw them closer. That ensures shoppers will see everything you have to offer. It also encourages interaction with your merchandise, which boosts sales. And it helps prompt impulse buys.

Second, change displays themselves at least monthly, more frequently if your customers shop often. Once seen, displays lose their visual magnetism, and shoppers are always on the hunt for something new. Rotate up-front displays to mid-store, and older mid-store merchandise toward the back “sale” areas. That frees up the front to introduce new and featured items. If a display isn’t selling as expected, try repositioning it in the store. 

4. Track your plan’s effectiveness.

Ringing up sales is great, but what’s really selling best? You want to be able to repeat your hottest merchandising ideas, and the secret to that is keeping complete records. Make a sketch or take pictures of each display and keep them in a file along with sales records. That makes it easy to see the “what, where, and when” of each display’s performance. You can avoid repeating mistakes, and you’ll be able to perfectly reproduce merchandising that was incredibly effective. Use these four secrets to create your merchandising plan, and you’ll be on way to results that are incredibly effective.

Use these four secrets to create your merchandising plan, and you’ll be on the way to results that are incredibly effective.

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