When it comes to merchandising in retail stores, there is one overriding principle that applies to all store types: don’t overdo it. 

You want your store to look plentiful. The minute shoppers step inside, they should get the idea there is a lot to see and choose. But there’s a difference between great selection and mind-boggling clutter. If you display too much merchandise, your customer’s eyes have nowhere to land. If they can’t zoom in on your displays, they will be uncomfortable. And they will leave.

Instead, make sure shoppers can see across the store. Keep aisles or pathways wide enough for people to move around without crowding one another. But not so wide that shoppers can’t easily scope out merchandise on both sides. Use signage to help them spot what they need, or direct them toward it. Use signage to educate customers about product benefits, too – not what it does, but what it will do for them. When they feel an emotional connection with something, they’re more likely to buy it.

Don’t neglect your window

Retail experts say many small store owners fail to take advantage of their front window to sell their store. Sure, someone passing by might stop and try to peek into your interior, but how will you attract their attention in the first place? A startling, colorful window display instantly brands your store as a place that has interesting things inside. Rather than merely peeking in, shoppers will want to step inside to get a good look.

Merchandising in retail stores should:

• Make a strong first impression – put your newest arrivals or a hot seller up front and to the right. That’s the direction people turn naturally, so you want to present them with a display so irresistible they can’t help but gravitate toward it. If you can weave in multi-sensory appeal – fragrance, sampling, etc. – all the better.

• Create a consistent, fully-integrated look that reinforces your brand.

• Invite customers to interact with the merchandise – picking it up, trying it on, or trying it out help them decide, and make them more likely to buy. How can you make your displays more intriguing, or fun?

In certain kinds of stores, it should also be easy for staff to interact with customers. Rather than using traditional display counters that create a “fence” between you and your customer, try the latest look – round glass display cases. These have two advantages. Shoppers can see into them from any angle, and your sales associate can interact with their customer side-by-side. That’s a lot more personal. 

• Tell a whole story – when you display a complete, fully accessorized outfit, you help shoppers put themselves in the picture. It’s not only suggestive selling, it shows people who are not good at visualizing how items work together. Display jewelry ensembles – earrings, necklace, bracelet, and ring.

• Lead customers on a journey through your store. Shorter aisles and angled or rounded pathways are far more browsing-friendly. Use individual displays to create stopping points along the way. 

Above all, keep it fresh, so customers have a reason to keep coming back.