Creativity

Creative use of merchandising for hot spots, feature displays and end caps can also be an invitation to browse, taking shoppers on a journey from the time they enter your shop to the time they leave and showing off the merchandise in stages.

Use displays like steppingstones:  move customers from one display to the next, presenting as much of the merchandise as possible on the way.  The objective is not necessarily for the shopper to see everything at once, which can be somewhat overwhelming or even confusing.  Just try to creatively and interestingly show as much as possible during their visit.  This can

also help limit the less travelled areas of the shop, the "cold spots" or "dead spots".

As hot spots tend to invite impulse purchases, when merchandising these areas, you should have a clear purpose and message in mind. 

Consider these ideas when merchandising prime locations:

• Limit the selection to a maximum of three related items;  use one primary product and cross merchandise with up to two other related products.  Ideally, use at lest one product that could be purchased in addition to the primary product rather than as an alternative to it.  A third item could perhaps be a larger size.
• A single item en-masse can be very effective, especially grouped by colour.
• Use appropriate signs to reinforce the message as required.
• Keep it looking as full as possible.  As items sell out, restock or replace them with another item or dress forward according to the season.
• Change stale, dated displays and point-of-sale material as soon as the promotion or theme ends.

Cold Spots

These tend to be areas less frequently visited by shoppers, subsequently generating fewer sales.  For example, they may be off the beaten track, long or dead-end aisle with nothing apparent to draw shoppers, dark or hidden areas, or against the normal traffic flow.  There may be many reasons why shoppers don't frequent these areas.  Some problems we can try and overcome by re-merchandising or reducing visual obstructions, others can be more challenging.

In working with cold spots, there are many things to consider:

• Keep aisles as wide as practically possible and resist the temptation to merchandise the floor with overflow product.
• Use focal points to draw shoppers dead-end or long aisles
• Creative lighting helps draw attention to darker areas inside a shop
• Sound and movement attracts attention
• Creative merchandising, such as colour, signs and interesting props, draws customers
• Maintain visibility and use lines of sight

There are many possible products for cold spots:

• Advertised loss leaders
• Commodity/demand items
• Colourful items that attract attention
• Clearance merchandise

Adjustment Space

As shoppers enter a shop, there is usually an area where they first familiarise themselves with their surrounds, an orientation area, commonly called the Adjustment Space of Adjustment Zone.  Merchandise placed too close to the entrance, usually with the first 2 - 3 metres, can go largely unseen.  Mind you, this varies depending on shop layout and size.  By placing merchandise a few feet further into the shop, it has a better chance of being noticed.

I Need One of These...

The counter areas are another good spot for last-minute reminders.  Product selection needs to be made carefully, as these would largely be pick-up/impulse purchases.  Products here tend to be items that customers may have forgotten, smaller consumable items and seasonally topical.

ANSWER THESE QUESTIONS WITH A YES OR NO

CONSIDERATIONS:
Is it dramatic?
Is it magnetic? (attracts and holds attention in the area you wish to control the customers' eyes?)
Is it persuasive?
Is it well organised and neat?  (Could you find what you wanted if you were the customer?)
Has anyone dusted?

DAILY CHECKLIST:
Look at your windows and interiors daily.  Do they look clean?  bright?  attractive?  informative?
Are the light fittings clean?
Is the floor clean and not a clutter of merchandise to trip up the customers?
Is the door free of stickers/incorrect information/blutak?
Is the light level fine - all lights working?
ARe there dark areas in the shop?

WOULD YOU SHOP HERE?
Are all spot lights positioned correctly on the merchandise?

THE SHOP LAYOUT:
The merchandise can be put into the following categories:
Demand
Convenience
Impulse
Specialist

SILENT SELLING
The silent sale is concerned with:
Presentation
Product
Persuasion
People
Purchase

Understanding consumer behaviour can help merchandising efforts.  Identify your key selling areas.  Recognising if, who and when they change and determining problem areas can contribute to capitalising on potential sales opportunities.

Although many principles remain the same, key selling areas and merchandising techniques may vary according to each shop and location.

SILENT SELLING