Hinterlander April / May 2017 - Page 3

SALES TALK Retail tales Ways To Transform  Retail Store Displays Into Sales THERE ARE A LOT OF WAYS IN WHICH YOUR RETAIL STORE DISPLAYS CAN BE YOUR SILENT SALESPERSON. THE TRICK IS TO MAKE SURE YOUR DISPLAYS INCLUDE SOME OF THE BASICS, WHICH INCLUDE: Change your displays monthly You’ve got to keep your customers guessing – a little, anyway. Every couple of weeks move displays around to keep them from getting stale – and certainly move them when new merchan- dise comes in. Since the fairly new products will still be selling, switch your displays two weeks after their arrival. Move one display from the front to the middle of the store and another display from the middle to the back. Try a little tenderness In merchandising, as in life, the best things are the things you want, not what you need. So give your customer that as well. Put the fanciest, newest, most expensive, dream-worthy items in the most prominent place in your store. Be sure to have seve­ ral levels of height and enough products so that the customer can pick up and touch these desired items without having to totally dismantle your beautiful display. Never, never, never, EVER build a monochromatic display Generally speaking, group items by product use or two or three colours – you’re looking for the one thing that makes it a group. Unless you run a grocery store, your grouping shouldn’t be entirely made up of one product. That’s warehousing, not merchandising. You can create a display by product sue, such as all items related to brewing and drinking tea, for example. Or display by colour but make sure you use another strong colour to pop out against the one. Think white and red or red and black. Avoid monochrome displays because, although possibly chic, the human eye quickly gets the point and moves on – fre- quently without buying. Don’t ever put up a sign that says DO NOT TOUCH Don’t even do that in a glass store! Why? Because you might as well be putting up a sign that says DO NOT BUY. Displays are supposed to get messed up. Think of your displays like you think of your kitchen table – nobody’s eating if there are never any crumbs. Don’t fear customer interaction with your goods; just make sure to straighten up constantly. Trust in lagniappes Lagniappe – pronounced lon-yop – is the New Orleans term for “little surprise.” A merchandising lagniappe would be a totally unrelated item used as a fun prop, such as a soup bowl with a sweater collection, or a stuffed animal with your kitchenware display. While adding a prop to every display is overkill, the possibilities should always be in the back of your mind. Light up your display like it’s a meteor shower You’ll probably have to adjust overhead lighting to do this. But if you have a particularly dark display with no way to highlight it from above, consider moving it to an existing light source or light from below with small portable spot lights. Remember, proper lighting can make your merchandise seem wondrous. Put tags on everything You know how much you hate asking how much something is? Your customers are just like you, so make sure all of your stock is priced. No one wants to have to ask a clerk how much something costs. In Summary Visually merchandising your retail store correctly allows your merchandise to silently sell to every customer who walks past. www.retaildoc.com 3