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A MERCHANDISING TOP TEN LIST BEST PRACTICES MADE SIMPLETips By
Merchandising Guru Ali Levy,[email protected]
1.Reading is Fundamental!
If you havent readWhy We Buy: The Science of Shopping by
PacoUnderhill, pick
up a copy as soon as you can. This book introduced us to iconic
retail catch phrases such
as the butt- brush effect, helped us identify our stores
decompression zone and taught
us how to shop like a man. Published in 1999, many of his
theories withstand the test of
time. He has since released a new book dealing with marketing
specifically to women, entitled What
Women Want. A great companion piece to his books is his website,
envirosell.com.
2.Dude: Wheres my Camero?
As with redneck hairstyles, store merchandising should follow
the rule of business in the front(new
arrivals and hot sellers) whileparty in the back (sale
merchandise) should always reside in the back
section of yourstore. Even if you are trying to blow out last
seasons winter boots, displaying them in prime
real estate which is the front of the store, sends the message
that new merchandise isnt as important to
you or your customer as getting rid of those old boots are.
3. Follow the Yellow Brick Road:Equally as important is to
create a cohesive flow of traffic. Its a well- known fact that
grocery stores
guide you through the produce section first and always position
the everyday staples such as milk and
eggs way in the back, therefore deliberately making you shop the
entire store. You should employ this
principle in your store as well. Spend some time moving fixtures
around and walking the route until it feels
natural and directs your customers exactly where you want them
to go.
4. Wait how do I get to the yellow brick road?
Signage is important. I believe the statistic stands at around 3
seconds that a consumer will spend
reading a sign. That means signage needs to be large enough to
read and to the point. SALE, NEW
FOR SPRING, MENS OUTERWEAR, etc. Stay away from hand - made
signs (hand -made signs can
be great when used in the correct context like a crafty window
display). Stick to computer generated
signs and invest in matching sign holders. You can visi
tgrandandbenedicts.comfor options. I also
likecarlson-store-fixtures.com.
5. Let There be Light (preferably not fluorescent!).
This is by far the most overlooked element to a retail space.
Creating the best lighting to showcase product
and highlight window displays requires some research. I suggest
you start looking up while at trade shows
and when shopping in grocery stores, book stores and other
retail outlets. Get a sense of the good, the
bad and the ugly in regards to lighting and discover what
appeals to you and what makes you want to run
out of a store. Good places to look for lighting resources
are:ddimagazine.com, home improvement
stores, even places like Ikea may offer some affordable
solutions.
6. DUDE: WHERES MY SWIFFER?
Lets face it.A clean store is a happy place to shop. My personal
favorite dust bunny wrangler is the
Swiffer. You know the drill: clean windows, glass display cases,
mirrors, fixtures and dressing rooms on a
regular basis. Invest in a good vacuum. Stockpile extra light
bulbs when they go on sale and replace them
religiously. Keep the area behind the cash wrap free of food,
coffee mugs and clutter.
7. KEEP IT FRESH!
The importance of rotating stock couldnt be more important right
now. With manufacturers producing less
and shrinking OTBs, refreshing your flooron a regularly
scheduled basis is essential. Window displays
should change every 2 weeks. Your entrance display should change
weekly. Your weekly sales reports will
identify slow movers and you should plan your floor change based
on these findings. Same idea applies to
vendor POP. Keep it fresh, updated and seasonally relevant.
8.COLOR THATS EASY AS ABC!
Remember in grade school science we learned ROYGBIV? Red,
orange, yellow, green, blue, indigo and
violet. I use this a lot when merchandising. It helps me put
same style items in multiple colors together in a
mailto:[email protected]:[email protected]:[email protected]://www.envirosell.com/http://www.envirosell.com/http://www.envirosell.com/http://grandandbenedicts.com/http://grandandbenedicts.com/http://grandandbenedicts.com/http://www.carlson-store-fixtures.com/http://www.carlson-store-fixtures.com/http://www.carlson-store-fixtures.com/http://www.ddimagazine.com/http://www.ddimagazine.com/http://www.ddimagazine.com/http://www.ddimagazine.com/http://www.carlson-store-fixtures.com/http://grandandbenedicts.com/http://www.envirosell.com/mailto:[email protected]
8/4/2019 A Merchandising Top Ten List
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manner that is pleasing to the eye. Another color guideline is
to limit how many shades you have on a four
way fixture. 3 5 colors are good. Anymore and it gets confusing.
Use this same principle for wall
displays. Check outpantone.comfor color guidance and
inspiration.
9.FIXTURES, ETC.
Its important that your store maintain a uniform look. Using
vendor supplied fixtures is a great way to
showcase the brands you carry. If using generic fixtures, keep
them consistent. Bear in mind the basics:
keep signage and fixtures at eye level and dont obstruct the
natural line of vision towards the back of the
store. Furthermore I cant stress the importance of mannequins
and body forms. They are instrumental in
helping your customer put outfits together and guiding them on
proper usage. They also provide high cross
merchandising opportunities by adding shoes, skis, packs,
goggles, etc. Check out ozmannequins.com. I
like these because they are lightweight and made in the
U.S.A.
10. FINALLY, CREATE A LIGHTS ON TO LIGHTS OFF TO DO LIST:
Most stores do this anyway, but if you dont then create a
spreadsheet that has daily to-do duties on it
with boxes next to it to check off when each job is complete.
Better yet laminate this and use dry erase
markers so you can reuse it each day. This gets employees used
to keeping the store neat and tidy every
day. As they say, if you have time to lean, you have time to
clean.
To do
http://www.pantone.com/http://www.pantone.com/http://www.pantone.com/http://www.ozmannequins.com/http://www.ozmannequins.com/http://www.ozmannequins.com/http://www.ozmannequins.com/http://www.pantone.com/
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Top 10 Internet Marketing StrategiesInternet marketing can
attract more people to your website, increase customers for your
business, and enhance
branding of your company and products. If you are just beginning
your online marketing strategy the top 10 list
below will get you started on a plan that has worked for
many.
1. Start with a web promotion plan and an effective web design
and development strategy.
2. Get ranked at the top in major search engines, and practice
good Search Optimization Techniques.
3. Learn to use Email Marketing Effectively.
4. Dominate your marketing niche with affiliate, reseller, and
associate programs.
5. Request an analysis from an Internet marketing coach or
Internet marketing consultant.
6. Build a responsive opt-in email list.
7. Publish articles or get listed in news stories.
8. Write and publish online press releases.
9. Facilitate and run contests and giveaways via your web
site.
10. Blog and interact with your visitors.
By following the above tips you'll be on your way to creating a
concrete internet marketing strategy that could boost
your business substantially.
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You?
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