Encouraging sales with retail merchandising
What do people want when they visit your store?
In having a clear idea of the answer to this question, you can begin to put things in place to make it easier for them to find what they want and therefore increase the chance of a sale. Retail merchandising involves making the best use of the space available in your shop to showcase what you have to offer.
So let's think about some different types of shoppers and what they want:
Research shoppers
There are those who plan to make a purchase, but want to research the market first. They will be looking for information that enables them to compare the features of one product against another. They will want clear, informative signage and all related products lined up in close proximity, so they can make direct comparisons. Promoting products that have won consumer awards, quality standards or have exceptional functions and features will help these shoppers to make a decision. They may need to visit on more than one occasion before they are ready to make a purchase.
Browsing shoppers
There will be others who are browsing to find something interesting or special. They have time to pick up, try on or interact with the products in other ways. They may be looking for a new outfit, or a gift but haven't got a set item in mind, so can be influenced by the shop. For these shoppers an enticing window display is a must, so they decide to enter your shop in the first place. They are often looking for something special and unique, so piles of the same items are to be avoided. Display cabinets and small displays can create interest as well as encouraging interaction with sales staff. Signage isn't so important, as you want browsers to meander around the shop, rather than heading straight to a particular area. Opportunities to test, taste or try can engage these shoppers in particular products and encourage a purchase.
Quick purchase shoppers
Whether it is a quick dash to the shops in a lunch hour, or shortly before the store shuts, these shoppers are on a mission to get what they need and get out. Clear store signage, conveniently placed promotions and special offers and not too much choice will help these shoppers to find what they want and buy it before they have to leave.
We have all been each of these different shoppers on different days and for different types of purchases. You need to know which category most of your shop visitors will fit into and plan your retail merchandising accordingly to encourage sales.
Luxury shoppers
Looking for something exclusive, this shopper wants to see quality shop fittings with elegant displays that suggest opulence. They want to choose between a small selection of items and by evoking the feel of indulgence, you can help them to feel that they are getting something special.
Cost conscious shoppers
At the other end of the spectrum is the shopper looking for a bargain. They will be less interested in the look of the shop and are happy to see piles of the same item, especially if they are on offer, so they can purchase in bulk. If the displays look too fancy shoppers will expect they are too expensive for them, even without looking at the price tag. Loyalty cards, discount vouchers for future shopping trips and other incentives will help to encourage this shopper to return regularly.
The importance of staff training for effective retail merchandising
A vital consideration in any retail marketing is the effective training of all staff. Whether staff are on the tills, filling shelves or delivering demonstrations, they have a significant influence on how the shopper will view your store and their decision on whether to buy. Really knowing the products in the store is a priority; everything from where they are located to the features. In a world where increasing numbers of sales occur online, the bit that is missing is the human factor. To remain competitive, knowledgable, friendly and helpful staff members are essential.
In having a clear idea of the answer to this question, you can begin to put things in place to make it easier for them to find what they want and therefore increase the chance of a sale. Retail merchandising involves making the best use of the space available in your shop to showcase what you have to offer.
So let's think about some different types of shoppers and what they want:
Research shoppers
There are those who plan to make a purchase, but want to research the market first. They will be looking for information that enables them to compare the features of one product against another. They will want clear, informative signage and all related products lined up in close proximity, so they can make direct comparisons. Promoting products that have won consumer awards, quality standards or have exceptional functions and features will help these shoppers to make a decision. They may need to visit on more than one occasion before they are ready to make a purchase.
Browsing shoppers
There will be others who are browsing to find something interesting or special. They have time to pick up, try on or interact with the products in other ways. They may be looking for a new outfit, or a gift but haven't got a set item in mind, so can be influenced by the shop. For these shoppers an enticing window display is a must, so they decide to enter your shop in the first place. They are often looking for something special and unique, so piles of the same items are to be avoided. Display cabinets and small displays can create interest as well as encouraging interaction with sales staff. Signage isn't so important, as you want browsers to meander around the shop, rather than heading straight to a particular area. Opportunities to test, taste or try can engage these shoppers in particular products and encourage a purchase.
Quick purchase shoppers
Whether it is a quick dash to the shops in a lunch hour, or shortly before the store shuts, these shoppers are on a mission to get what they need and get out. Clear store signage, conveniently placed promotions and special offers and not too much choice will help these shoppers to find what they want and buy it before they have to leave.
We have all been each of these different shoppers on different days and for different types of purchases. You need to know which category most of your shop visitors will fit into and plan your retail merchandising accordingly to encourage sales.
Luxury shoppers
Looking for something exclusive, this shopper wants to see quality shop fittings with elegant displays that suggest opulence. They want to choose between a small selection of items and by evoking the feel of indulgence, you can help them to feel that they are getting something special.
Cost conscious shoppers
At the other end of the spectrum is the shopper looking for a bargain. They will be less interested in the look of the shop and are happy to see piles of the same item, especially if they are on offer, so they can purchase in bulk. If the displays look too fancy shoppers will expect they are too expensive for them, even without looking at the price tag. Loyalty cards, discount vouchers for future shopping trips and other incentives will help to encourage this shopper to return regularly.
The importance of staff training for effective retail merchandising
A vital consideration in any retail marketing is the effective training of all staff. Whether staff are on the tills, filling shelves or delivering demonstrations, they have a significant influence on how the shopper will view your store and their decision on whether to buy. Really knowing the products in the store is a priority; everything from where they are located to the features. In a world where increasing numbers of sales occur online, the bit that is missing is the human factor. To remain competitive, knowledgable, friendly and helpful staff members are essential.