the blue mercury location in santa monica, california.
doing right, as well as how you can
apply that to your space.
First, there is a layered look to this
space.
small by retail standards. They are and the type of shelving used. If your
merchandised to be open and inviting spa offers several different brands of
with areas to play, samples to try and products in its retail space, note how
products to be demonstrated.
Second, as soon as you walk into
Finally, the outer walls of the
this shelf is dedicated to just one
brand. Mixing brands on the same
the space you are greeted with ‘island space are merchandised, but not displays’ of impulse items. These floor-to-ceiling. There is room for The entire store should be
shelf can be confusing to customers.
might be everyday necessities or storage on the bottom and white detailed, checked and organized
indulgences. You might notice that space on top, which helps emphasize every day. That means the
each SKU is three to six deep. the open look created by the counter- merchandise on display needs to look
Nothing is more off-putting than to height tables. And while it’s good to like it did the very first time you put it
see only one or two units on the shelf have deep stocks of products on the on display. If you have make-up areas
for sale. Have you ever bought the shelves, it’s important to preserve and testers that look used and messy,
last chicken breast that is sitting in white space to avoid a cluttered or or mirrors and counters that are dirty,
the slot at your local grocer? I never overstuffed feeling. you are sending the wrong message
to your customer.
have. Visit the produce section of any
Whole Foods, who merchandise very
well, and you’ll notice that their bins 3. Kp Organized
of fruits and vegetables are always When possible there should always
4. Se Different
Products Differently
full, never empty. They do this be ‘testers” available for your because full bins and deeply stocked customers to try. Note that in the It sounds simple, but the best way to
products are a subconscious signal to picture on the opposite page, these sell a product depends on what type
buy. No one wants to buy the last of products are merchandised three to of product it is and where in the store
anything, unless it’s a collectable. six deep on every SKU, and the you’re trying to sell it.
Third, the tables in the middle of
the store are all counter-high so you
can see over and around the entire
testers are placed in front.
Ideally, I would like to see a little
Around the register, it’s a good
idea to have impulse items that are
more breathing room between each on-trend in that area. However, be
store. This is especially important in product, but this can be difficult smart about what types of products
spa retail, where the spaces are often depending on the size of your space you place there. It does not make any
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