Designing Your Store – Merchandise Prominence
This is all about merchandising. It’s about how to make it easy for your customers to buy and how to get them to make impulse purchases within your retail business. Three ways to properly merchandise your store are assign location and space on the basis of profits; display and end cap fixtures, and rotate your gondola shelving. Your friends at Handy Store Fixtures can help you merchandise your store for sustainable success.
Customers buy more when items are easy to find. The two factors that make items easy to find are allocation of space and location. Products with the best exposure and the most space along with the right retail shelving generally sell more.
Merchandise with better than average space on the gondola shelves and floor sell more as well. The ratio is based on a per store average, but by way of example, if the average amount of space allocated to a products in your store is 4 feet, then those with more than 4 feet tend to sell better. If a typical floor display occupies 12 square feet, then anything over 12 tends to sell better. With this is mind, a profit oriented store layout would allocate more space to an item that generates more profit dollars. As a general rule, high profit items should always be given more space and important locations.
Proper merchandising of end cap and Store display fixtures are key elements for greater profitability. Anyone can put product on shelving units, but by utilizing your aisle space more efficiently and getting your promotional and impulse items out into the traffic area, you will sell more merchandise.
Five boxes placed on the floor in the center of an aisle do not make for a proper floor display. A floor display is an arrangement of quantity of products that is “separate” from its usual location, has an arrangement that will attract attention and crease sales. Ten boxes, placed in the center of an isle topped with a promotion sign does make a proper store fixture display. The same holds true for ten boxes that are placed on an end unit with promotional signage. The sign makes this a great display. It attracts attention, informs and stimulates sales.
According to research done by Handy Store Fixtures, statistically, customers visit your store on average; 20 to 25 times per year based on the industry you serve. So, every two to three weeks change your end caps and other store shelving fixtures. This keeps your store looking fresh and new. Also, stores must look like they are fully stocked with merchandise. Avoid giving the customer the feeling that they are walking into an empty store. At all times, bring your merchandise to the front of your gondola shelves. Keep all of your specials, seasonal and promotional items display in this matter.
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