There are some differences in marketing theory between the neighborhood grocery store and the sporting goods store down the street. The fact is that both are marketed in the same way. Both use an organized and attractive layout to maximize the sales potential of each item. These merchandising principles used by major retailers are the same ideas you should follow. Because? Because they work.
It’s an old retail adage, often overused, but it’s true: “You can’t sell it if it’s in stock.” Almost all people enjoy buying products that interest them. Why not display the products in an attractive way? Then customers can browse, explore, and yes, even buy.
Floor and wall gondolas are the best merchandising fixtures to use in a retail store. A gondola is a free-standing fixture used by retailers to display merchandise. Gondolas generally consist of a flat base and an upright component with notches, pegboard, or slatted walls. The vertical piece can be equipped with shelves, hooks or other displays.
Your budget may not extend to the purchase of new floor gondolas. There are used accessory outlets where many of the same fastening needs can be purchased at a much lower cost.
For those stores that don’t have the space for the 8 to 10 foot long gondolas, the same merchandising displays can be set up and arranged on a wall pegboard.
Self-made wall pegboard is much less expensive. With some basic materials and a hammer and screwdriver, you can have some decent looking display boards.
Once your store is set up with the desired number of floor and wall shelves or wall pegboards, you can proceed to the next step.
All good merchandising begins with the categorization or segmentation of the merchandise by its types. You must first determine the product categories that you will stock and offer to your customers.
It then sorts for the convenience of customers. You have to make it easy for them to locate and select the specific desired product.
Placing merchandise into categories is nothing new. The department store was born from the idea. Notice that mass merchants’ circular pages are even segmented by category. Hardware together, lingerie together, automotive accessories together, etc.
Dual merchandising, featuring the same item in two different locations, is fine. It is a good idea if the product relates to several categories. Batteries appear in department stores in up to half a dozen departments. (Toys, cameras, sporting goods, electronics, etc.) In a security store, a combination lock may be in the lock section but also in the chain and cable area. They are late.
Without careful marketing categorization, customers are guaranteed to be confused and frustrated. A scattered and disorganized approach to the presentation will stop them from looking before they have a chance to pull out their wallets.
Assuming you have enough merchandise in each of your basic categories, you’re now ready to get them in front of your customers. Remember, solid merchandise placement sells products. This practice is essential for any retail store.
Your best-selling items should be prominent on the shelves. These should be in front of the counter/customer registration or in full view when visitors enter the store. This area is considered by some to be the “drive element” region. You’ll find that these items will sell better if customers see what you have and they don’t.
Finally, glass cases are great and a must for selling jewelry or cosmetics. They are attractive and effective when selling expensive gadgets, electronics and the like.