2. DEVELOP A PLAN
An intelligent plan is one of the most important aspects of merchandising. It is a blueprint of how you want your store to work — and if it's going to work, your plan has to fall in line with your strategic goals.
Create a Space for Customers
Merchandising means more than simply how you place products in your store. It is also how you lay out the store and how well you can make customers feel welcome and comfortable. Here are some tips to help you create a store that works for you and your customers:
- Create a store entrance that will draw people in. Leave space for customers to acclimatize themselves to what you sell. Nobody wants to be bombarded with visual noise when they enter a store.
- Provide enough room inside the store for customers to evaluate merchandise.
- Use lights and colours to highlight merchandise, to lead people through your store and to create a soothing atmosphere.
- Know the traffic flow of your store and angle merchandise so customers see it.
- Create a relaxation area with comfortable chairs if space permits, especially if your customers are often accompanied by a companion or a spouse. Set a small table next to the chair and add magazines of interest so that your primary shopper is not rushed and has time to take in the atmosphere while the companion is sitting and enjoying some relax time.
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To do this, start with a pen and paper and think about how the store should "work."
When Crowhurst begins to make over a store, she breaks the store into nine quadrants. This quadrant design makes it easier to determine where the superior space is located and how the store should be rearranged to exploit this space. If it helps, map out the quadrants on your floor with masking tape.
Remember a key store design principle: Always place your best-selling product at the front of your store. "It sends the message to customers that you have what they want. Don't hide it," advises Crowhurst. The idea that locating your best product at the back of the store will draw shoppers through your store is "wrong, wrong, wrong."
You'll also want to ensure superior space is unobstructed. Also, be sure to modify your floor plan and product selection to take advantage of the selling power of your superior and prime spaces.
CROWHURST'S QUADRANTS
S — Superior Space
As a rule of thumb, the average customer drifts to the right after entering a store. This makes the right-hand side of your store your most powerful space. Use this space to sell seasonal merchandise, big impact event sales, and to move your most important merchandise.
P — Prime Space
The prime space in your store is where you will move the bulk of your merchandise. In many cases, customers will have to pass through the prime space to reach the exit doors of your store. Analyze the numbers and determine what product deserves prime positioning.
A — Average Space
These are the spaces where you will want to locate slower-selling merchandise. It's also a great place to put your cash register. If you like to have a separate area for permanent clearance items, this is a good spot. Red and yellow signage will help draw customers to this merchandise.
N — Non-productive Space
These are the spaces where most customers don't go. Use strong colours, bold signage and bright lighting to entice shoppers to explore this area. This is the ideal place to put dressing rooms and service counters.
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