2 minute read
How to add excitement to your merchandising
rr XCITEMENT is not a priority
E *r. mosl slore managers ln our industry, but stores that are merchandised well and considered exciting to shop in enjoy a l5-20v/o increase in sales over those not considered fun to shop in, according to a recent Point of Purchase Advertising Institute, Inc./DuPont study.
As consumer or d-i-y customers begin to be more prevalent than contractor customers in many stores, it is necessary to rethink merchandising techniques and store decor. A look at the popular shopping malls, where merchandise jumps out at the customer demanding attention, is a good place to gather ideas. Your merchandise may be more prosaic, but a little imagination and ingenuity can add excitement to its presentation.
Story at a Glance
Good merchandising can raise sales lS7o...ideas for making your store unique and persona. b1e...30 specific tips on promo. tions and displays. Apply color psychology. Cheerful and stimulating yellow attracts attention. Green and blue are calming as well as cool. Red is stimulating and excellent to use in combination with white, but too much red can make people uncomfortable. White also is a good companion to yellow, orange or some shades of brown.
Set blooming plants from your nursery on the checkout counters os pleasing decorations as well os s reminder of the garden section. You'll be surprised at how many become impulse purchases.
Perk up a bsre wall with a murol. A wollpaper scene oppropriote for your store or a handpainted original will make your establishment interesting and different from other stores.
Offer a kiddy korral with play equipment as a boon to parents. Scraps of wood and glue for a glue-in become a fun happening when there is someone available to supervise the action.
SILHOUETTES or other identitication charts will keep screws in order. Secure displays to prevent pilferage. Loose products as shown here are too likely to "disappear" during the day.
Here are some tips to consider in developing a personality or image for your store. Consistency is important. Be certain that your advertising, logo, sign and store clearly identify your operation as unique. A customer should not have a problem identifying the store he shops.
Light doesn't always hove to come from a lightbulb or fluorescent fixture. Try skylights, full wall mirrors to sparkle and reflect light or twinkle lights on dbplays or strategically placed in greenery,
Add interest to shopping with giveaways, especially ones that are surprises. Make it a point from time to time to give away balloons to the children shopping with parents or a small gift such as a seedling in a pot to adult shoppers. The unexpectedness of the gift will please.
Add a dimension of interest to shopping with demonstrations, both announced and unannounced. Ifsomples or dbcount coupons are included, it's even more fun.
Give aisle displays interest by arranging them under a colorful carousel canopy or by using unusual containers such as wheelbarrows, kiddy wading pools or rowboats for dump displays.
CUSTOMERS like to try the lever or handle and turn the key t0 see how the deadbolt and lock will function in a display like this.
Let contrsctors know that you consider them special by inviting them to the store for a specific event such as an annual thank you party or a gathering to show off new merchandise or remodeling. Servefood and drink at o special contractor seminar or clinic.
Plan a special promotion for each month. Tie in with happenings in your town such as pioneer days or the opening day of Little League. Other
(Please turn to page 54)
