What is merchandising
Merchandising is any practice which contributes to the sale of products to a retail consumer. At a retail in-store level, merchandising refers to the variety of products available for sale and the display of those products in such a way that stimulates interest and entices customers to make a purchase.
What makes you, as a consumer, buy something? Visual appeal, tactile appeal, price point, aromatic appeal, flavor, desire, empathy, guilt? Effective merchandising of any product can stimulate impulse purchasing by creating a desire or an unknown need in an individual. Walking past an aroma therapy shop may beckon you in with a whiff of sea breeze. The cutest little one selling girl guide cookies that you just can’t say no to. Kiwi’s 4 / $1 can’t be passed up. A sample sip of the new release Bordeaux must go home with you. All of these things were not on your list when you left the house but through effective target merchandising they’re now yours.
Targeting your market
At Quilts Etc. our demographic is quite broad. Each pattern can appeal to a vast cross section of the market simply by how it’s accessorized. Dressing a bed in one of our tried and true classic patterns with new retro colour sheeting will change the look from old to new drawing in that more modern consumer.
Targeting your consumer relates to the seasons, holidays, local/mall special events, etc. For example a “Valentine’s Day” bed will remind people that they need to buy their loved one a Valentine’s gift. As a good merchandiser you’ll have a selection of gift ideas front and centre in your store. Related “add on” items should always be suggested at POS.
Display beds are your highest money making real-estate in the store. Maximizing what you display on your beds maximizes the sales generated from that bed. Show a minimum 2 sheet colour options, 3 European pillows across the back of the bed, a matching throw, co-coordinating coverlet across the end of the bed, matching towel set, draperies utilizing a minimum 2 colours, decorator cushions, the more options displayed the more mass appeal you offer your consumer.
Having a selection of the goods displayed on the bed immediately at hand is an excellent way to further the impact of the display.
All display items are to be well pressed. This adds value to the product. Hanging display items need to constantly be straightened and goods on the shelves front facing and looking full. Empty holes on shelves don’t sell goods. A well merchandised fixture has visual impact, tells a story of colour, design and price point.
Download the full version of “Merchandising&Display Standards” in PDF. Click here.