10 COMMANDMENTS OF MERCHANDISING
Many stores have integrated our merchandising techniques over the past 25 years with fantastic results! These are free for you to use. Often times, stores have boasted upwards of 30 % increases in sales just from re-merchandising their store! Why not put some “ SWEAT EQUITY” back into your retail shopping experience!
Following are the 10 Commandments that any storeowner can, and should, follow:
Customers relate cleanliness to newness and value. If you cannot keep your store clean,
there is no point in attempting to apply the remaining merchandising basics.
- FACE AND FRONT DAILY, HOURLY, AND CONTINUALLY.
Move each product to the front of the shelf and face each product label square for best viewing.
Products that hang on hooks should be pulled forward.
Empty space kills sales. You want to give the appearance of abundance. If a product sells
out, replace it with another product until you can restock. Double face products to double the
exposure of the product.
Just as horizontal empty space can kill sales, so can vertical space. Shelves should be spaced so
there is no more than a 2-finger wide space between the top of the product and the bottom
of the shelf above.
- CREATE COLOR BLOCKS AND COLOR BREAKS
Strategically place color items so that they each stand out. For example, place a white product
between two blue ones and run color vertically to draw the customer’s attention down to the
lower shelves.
80% of the population veers to the right when entering a store. The English language reads
from left to right and the majority of the population is right handed. Therefore, by positioning
more expensive items to the right you ensure optimum visibility and sales in a population
primed for this setting.
- PRICE MERCHANDISE ON THE BACK OR ON THE BOTTOM
Consumers generally buy value, not price. You have a better chance of selling a product if they
read the label before they read the price tag. Keep in mind, if they pick up the product, you
have a 50/50 chance of making a sale.
- DISPLAY HEAVY ITEMS AT THE BOTTOM AND LIGHTER ITEMS ON TOP
This establishes a natural flow of merchandise and keeps products and display from being top
heavy. We never want to shade a product from ambient light, either from the actual product
itself or by a shelf above a peg hook display.
10 COMMANMENTS OF MERCHANDISING
A visual curve is the tiering of products like a pyramid. This allows overhead light in the store
to hit the edges of each item. You can also achieve a visual curve by using shelves and hooks
of different sizes in progression.
- AVOID THE MANHATTAN SKYLINE
Keep the general top line of sight even and appealing to the eye. This will allow focal points
or other featured display to stand out. “Less is More” applies to this technique. Focal points
should not compete. If they get too close together, the Manhattan Skyline fall back into play.
END CAP DISPLAYS
Use end cap and tonnage statements correctly more than 30% of a store’s sales can be generated
from end caps that are merchandised correctly. Plan your purchases and use these areas to show
off new and price point merchandise. Use the following rules:
- Display 1 or 2 products – Do not display an entire manufacturer’s line. Limit yourself to
(2) S.K.U.S and try to use products in different colors.
- Products must be related – If you use 2 products, they should always be related in order to double your chances for an add-on sale.
- Abundance- There is a cycle to displays, their perception of abundance equates to volume. No one ever wants to buy the last one. Just like at home, no one wants to take the last piece of pizza.
- Signage- Must have a sign, preferably professionally printed and framed. (Insignia Sign Making Machines, 800-336-6927)
KEEP UP THE GOOD WORK!!!
After working hard to achieve the optimum display for your products, you now need to keep your store looking like this all the time. The following steps will assure a tip-top shape store:
Take Photos of Your Merchandising Sets
Think of your sets as a 4’ store. this will show how you want products in each 4’ section merchandised. Take Photos to retain product locations and overall image that will need to be maintained on a daily basis.
Create a Merchandising Workbook
Use the photos that you have taken of your merchandising sets and make your own workbook. This will give your employees a ready-made training aid to teach them correct merchandising. If a product sells out and another item has replaced it, the photo will show what the original product was and the location. TIP: Take photos of seasonal displays so you can remember and or train future staff. Call It and “IDEA BOOK “
