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  • The 5 Impact Areas of Your Store

    Posted April 1, 2015 By in Business Tips, Display Ideas, Merchandising Tips, Sales Tips, Uncategorized With | Comments Off on The 5 Impact Areas of Your Store

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    There are many components that go into running a successful retail store and the products you sell are one of the most important.  You’ve worked hard to develop the right product mix and price-points and are creating dynamic displays within your store to maximize your sales potential. But, are you doing all you can with your merchandising to turn every customer that walks through your door into a buying customer?

    Did you know that within the confines of your store there are 5 Impact Areas that can help you maximize your sales?  These five areas are known as power merchandising spots and research has shown that these areas can have a positive impact to your bottom line.

    Let’s take a look at…

    Slide1

    No. #1–The First Few Feet Inside The Front Door

    This area is often referred to as the decompression zone and is the area where customers, upon entering a store stop and adjust their attention to the environment and products within the store. The entrance area and introductory displays welcome and educate the customers about your brand and your offering so pay close attention not to clutter this space or over-power it with merchandise. Create an inviting vignette that showcases a variety of products and gives the customer a feel for what the store has to offer or what’s new.  It is proven that the majority of customers turn right upon entering a store which often makes this the most  heavily trafficked and viewed area so create a compelling display to the right of the entrance.   Remember that the first few feet inside your door makes the first impression for your customer so create a dynamic message to welcome them.

    Interior Retail Store Display

    Interior Retail Store Display2

    No. #2–Items At Eye Level

    You may have read about the trick that grocery stores play by placing the best selling items/brands at eye level on the shelf.  Well, that trick also works for gift, apparel and home decor stores. Items placed at eye level (also known as the bull’s-eye zone) are usually the most viewed items in your store and you should consider placing your high-profit, high-ticket and high-impulse items in this area.  The bull’s-eye zone is also ideal for cross merchandising trend pieces or items that you have ample inventory of.  Cross merchandising used properly is a very effective silent salesperson for add-on sales, resulting in increased sales and profitability.

    Retail Store Shelves

    Bull's Eye Zone2

    Bull's Eye Zone

    No. #3–The Back Of The Store

    The back of your store can be a key selling area for you.  Products placed at the back of the store can be a draw for customers and should pull them throughout the store, increasing the visibility of other products on the way.  The back of the store is often used to merchandise sale or discounted items because customers looking for a bargain will search out your sale section.  And this area can be used to display your core items (best sellers) because again these are products your customers continually come in and look for.  Whatever you place at the back of your store, make sure to create displays that are just as inviting and organized as the rest of the store so the area doesn’t become an eye-sore.

    Sale Display

    No. #4–The Checkstand

    The check out counter display area is one of the most valuable real estate spaces you have.  100% of your paying customers come through the checkstand–this cannot be said for any other area or the store.  The checkout area is an excellent impulse buying area and is also the last opportunity for add-on sales to a customer. When a customer is at the checkstand, he/she has already made the decision to spend money. Use this opportunity for additional sales.

    Place products which are low in price, high in gross margin, have a high sell-through rate, and items that are bought on impulse. Items like jewelry, cards and candles are good checkstand items as are personal items such as soaps, lotions, music and food.  Rotate merchandise on checkstand displays regularly and restock this area frequently.

    Store Checkout Counter

     

    Retail Counter

    No. #5–Window Display

    A store window display is often what brings new customers as well as existing customers into your store.  Use your display window to merchandise products that are new, best-sellers, promotional items, and to showcase a seasonal message. If you have a furniture shop, create a window display that makes it easy for customers to envision how the same product could be set-up in their own home.  This allows them to connect with the products and your brand.  If you are selling apparel, then use mannequins to display complete outfits so that your customers have an idea of how they would look in it. Allowing customers to visualize the products in a way that relates to them will more than likely have a positive impact on their purchase decision.

    Windwo Display

     

    Paying attention to The 5 Impact Areas In Your Store will increase the chances that your customers will shop the entire store and will pay off big when it comes to strengthening your brand and your bottom line.

    Until next time…

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