No matter how you look at it, your bottom
line is directly related to how you conduct your merchandising. Customers, even
if unconsciously, notice things about your store that you may not realize.
Sure, maybe you have a plan in place that draws the attention of some, but if
it is just catered to one segment of your target market, the others are being
ignored. The most successful merchandising strategies are ones that cater to a
number of different consumers.
Are you still counting on a
one-size-fits-all approach to merchandising? It might be time to rethink
things. Here are some ideas to get you started:
Colour – Different colours elicit different
emotional responses. As a result, when shopping, people make, usually unconsciously, connections and associate
certain colours with certain feelings, knowledge, etc. Here are just a few ways to use the
psychology of colour:
o
Green –
natural or eco-friendly products
o
Black –
high quality or premium products
o
Pink – products
for girls or women
o
White –
pure (think laundry detergent)
o
Red – products
that are romantic or exciting
Theme – Chances are pretty good that a few
weeks ago your store was decorated for the holiday season. This, like colour,
helps to create an emotional connection between your shopper and your store.
But don’t just take advantage of different seasonal differences or annual
holidays with your displays. Create themes that bind products together. For
example, when designing an endcap, perhaps think about items that work well
together – this might be school lunch products or barbeque necessities. This
will help entice customers and increase sales.
Eye Level – When you stage your shelves,
think about who you are targeting: parents, children, men, women. Depending on the height of your consumer,
where you place your product is crucial.
Variation – Stagnant displays = stagnant
sales. Every few weeks things need to change, otherwise customers will get
bored. When you change displays, customers’ attention is drawn to the change,
especially if it is exciting or garners an emotional or thought-provoking
response. We are not talking about revamping the entire store here either -
even a subtle tweak to shelving arrangement can do the trick. This helps to
make the customer feel as though they are being introduced to something new.
Cleanliness – Ok, this one is more of a
rule than a strategy, but it can sometimes be easy to forget how much of an
impact this can have on your bottom line. Debris on the ground or displays that
are not tidy can turn a customer off – so make sure that things are in good
shape at all times.
Need some help implementing some of these
merchandising strategies? We can help. Storesupport has the team and the
resources to get your plan underway. Contact us today by calling 1-877-421-5081, or visit us online at www.storesupport.ca.
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