Merchandising 101: 5 Tips for Presenting Products So They Sell
You have an attractive store, a winning merchandising logo, and products that can’t be beaten. Why, then, isn’t anyone buying? It may be your merchandising. Merchandising is the art of displaying products in a way that interests and entices customers. Here are the five golden rules of merchandising the small business.
Keep it simple. When you think of the most visually attractive and memorable images, you likely are thinking of relatively simple ones. In order for your display to attract customers, it will need to be interesting enough to create interest at one glance and simple enough to be remembered in the same glance. At the same time, cluttering your store with too many displays can be detrimental as well. To avoid clutter, merchandise key products, with lesser items displayed more simply.
Use good aesthetics. No product looks good under harsh lights or on an unattractive shelving unit, so make sure key products are merchandised in the most attractive and visible areas of your store, with good lighting and quality shelving units. Take care that the area surrounding your displays is clean, uncluttered, and of reasonable quality. This is not a place to cut corners or go cheap. Any shortcuts will detract from the perception of your products.
Offer tie-in products nearby. Impulse buys are the bane of every home budget—and the delight of every small businessperson. Give people a chance to buy tie-in products that will compliment your key products. If it doesn’t conflict with your brand, you can also offer items such as wrapping goods, filler gifts, and other needful things. There is a good chance people will buy these types of things anyway. They might as well buy them from you.
Display a picture of the product in use. Nothing is as compelling as a photograph of people happily using the product—the more attractive these people, the better. You don’t need a billboard—a small color photo should do. This gives customers the opportunity to picture themselves being one of these attractive people who are enjoying an item bought from you, a daydream that often inspires people to buy. Fantasy is a powerful marketing tool because it can inspire people to make impulse purchases, so don’t be afraid to use it to your own advantage.
Use your merchandising logo. If you have a developed merchandising logo, make sure its colors, fonts, and other aspects are used in merchandising. This will allow customers to tie your products to your business and vice versa. Make sure your merchandising is congruent with your merchandising logo, and it will do more for sales than any expensive marketing campaign ever could.
Display quality is one area that can make or break your business altogether. Good merchandising sells products, while bad displays can keep even the most attractive item sitting on the shelves month after month. By using these five fundamental principles, you can make sure that your brand remains congruent and your sales high.