Retail Merchandising Blog

Does Your Store Need An Exercise Plan?

noreply@blogger.com (Melanie) — Fri, 16 Dec 2011 02:49:00 +0000

We all know exercise is good for us. It keeps us fit and gives us energy. If we exercise regularly, we can maintain a healthier weight. We have fewer aches and pains.

We know the benefits. For many of us, it's a challenge to fit into our busy lives. We have so many urgent things to do, that it's hard to fit exercise in. After a while, we start to notice that a short walk leaves us puffing for breath. Or our clothes fit a little snugger than they used to. We realize that our habits have left us out of shape.

Our stores get out of shape just like our bodies
When a store first opens, everything is shiny & new.
Clean windows.
Fresh paint.
New fixtures.
Shining spotlights.

And then we get busy with running the store
Each day is so full.
There's marketing to do.
Calls to make.
Inventory to buy.
Displays to build.

Staff to manage.
And then there's customers to serve!
With so much to do, we stop seeing the store as customers do.

The bright shiny shop starts to lose it's sparkle
The floor gets scuff marks.
Table corners chip.
Paint gets worn.
Windows get dirty.

When you're in the store everyday, it's easy to overlook
those little changes over time.

What happens when the store starts getting out of shape?
Customers notice.
The image of the store starts to slip.
The shop no longer makes an attractive first impression.
New shoppers aren't wowed anymore.
Existing customers start to drift away.
But the change is slow.
And hard to see.

One day the shop is fresh and new, a couple of years
later it looks a little worn around the edges.

What can you do to your store back in shape?
Or to keep it fit in the first place?

Just like exercise, it takes regular discipline.
And a little bit of planning.

Plan maintenance tasks in your daily activities
Because maintenance is rarely as urgent as ordering or unpacking merchandise, serving customers or managing employees, it doesn't get done. Planning a few maintenance tasks every day is a way to make sure it doesn't get forgotten.

For example, every morning wipe all the glass in the store, clean dust bunnies out of displays and replace burnt out lightbulbs. In the evenings, sweep or vacuum the floors. Once a week schedule fixtures, furniture and cupboards to be cleaned. And at the end of every month, walk through the store with a checklist and look for fixtures, walls, or flooring that needs to be repaired or repainted. Schedule the repairs to be completed within the next thirty days.

Scheduling maintenance will keep the sparkle your store
Maintaining your store sends a message to customers that you value quality, and pay attention to the details. They will appreciate your commitment to creating an inviting atmosphere. They'll show their appreciation by coming back again. And again.

If you don't have a maintenance plan for your store, today is the day to start.
Just like regular exercise keeps you fit, scheduled maintenance keeps your store in tip top shape.

The new year is a great time to get your store in top shape. Mark your calendar now to set up a maintenance schedule when your holiday rush as over. You'll get the new year started off on the right foot.

Recommended Product: Another great way to start off the new year. Learn more about Why Customers Aren't Buying (And How To Fix It): The Pinwheel Principle

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How to Create Customer Dreams in Your Store

noreply@blogger.com (Melanie) — Tue, 13 Sep 2011 00:30:00 +0000

Have you ever walked into a store and just fallen in love?

It's as if the store was created just for you.

It smells heavenly.

The lighting is beautiful.

Each display is exquisite.

The products are calling you.

It's perfect.

Except...

it's out of your price range

But you enjoy the atmosphere of the store

so much that you stay to browse.

You feel the fabrics.

Examine the fine stitching.

Feel the weight of the silverware in your hand.

You imagine...

...what that table would look like in your kitchen.

...what you'd look like in that sweater.

...how the bbq would look on your deck.

You dream of the day...

when you'll be able to go home

with a table, sweater or bbq like those.

For now, you're happy to take home just a little piece of

the dream. A table cloth, scarf or bbq accessories.

Shoppers want to take home the dream

Even if it's just a small taste of the dream.

You can help your customers dream

There are three methods you can use to

help your customers dream:

1) Vignette displays

2) Varied price points

3) Visible pricing

1) Vignette displays

Vignette displays are small scenes. The purpose of a vignette is to show shoppers how products work together. This type of display works best with stores that sell furniture, home décor or gifts and tableware. When you have furniture or housewares, it is easy to create a scene that could be a part of someone's home.

Set up a vignette in one section of the store, or as a window display. Using furniture, linens and décor items, create a scene that looks like a room in a house.

Vignettes can work for other stores too

Vignettes can be used in stores selling clothing.

Pet supplies.

Books.

Tools.

All it takes is a little thinking. And maybe a few props. A vignette doesn't have to spell out all the details. It can just suggest a scene.

A clothing store could create a vignette that suggests a bedroom at night. Hang clothes on hooks on a wall. A chair nearby has a coat over the back, and a sweater folded on the seat. A pair of shoes are lined up neatly next to the chair. It looks like clothes laid out for the next day.

If you sell pet supplies instead, create a vignette to suggest an outing to take the dog for a walk. Include a leash, treats, clothing and toys.

Vignettes don't have to be large displays

A few books stacked on a table, with a pair of reading glasses and a teacup are enough. The glasses and teacup add personality to the display.

A magazine opened to an inviting page demonstrating a building project can be transformed into a display. Add a toolbelt and workgloves with a circular saw, a handful of nails, hammer and some small scraps of lumber to suggest a building project underway.

Vignettes like these are just one way to help shoppers dream. That brings us to pricing.

2) Varied price points

How you price items in your vignettes can attract or repel shoppers. To attract shoppers to dream about your products, use a variety of price points.

High price

Large, key pieces in the vignette will be the high priced items. These are the products that attract the customer to the display. They are visible from a distance.

A home décor store would use furniture, such as a table and chairs. A museum shop would use a beautiful artwork. A clothing store might use a beautiful coat, or a leather jacket. A hardware store could use expensive tools.

The high price items command attention. But a display that consists only of high ticket items will quickly turn off many shoppers. They won't stick around if everything is priced out of reach. Mixing some lower priced items into the display keeps the attention of the aspirational shoppers.

Low - medium price

Fill in the vignette display with small items affordable products. Lower prices don't mean lower quality. Maintain the same high standards for quality and design in your lower priced items.

Some customers may not be able to afford the table and chairs, but perhaps they can afford the vase. Or the wine glasses.

The museum shop would display high quality art notecards, calendars or books. The clothing store would use a scarf. The hardware store could use copies of Fine Woodworking magazine.

Customers want to take a piece of their dream home with them. The high priced items are what they dream about – the table and chairs, the artwork, the leather jacket. But they can take a lower priced product home today. When they use that item, they remember the dream. And savour it.

But, what good is affordable pricing if shoppers can't see the price? That brings us to the third method for helping your customers dream.

3) Visible pricing

Shoppers want to know the price of the items on display. When prices are hard to find, shoppers turn away. They assume that if products aren't priced visibly, the items must be expensive.

To attract shoppers that will dream about your big ticket items, and save up for them–you need to tell them the price. Pricing the items clearly will let the customer know that the products have a range of price points. They'll realize that not all the items are out of their price range.

Create unobtrusive, but visible price signs that complement the identity of the store. Use custom hangtags attached with string. Or elegant tent cards. Or a price list in a picture frame.

Why would you want shoppers who can't afford to buy now?

These shoppers take up a lot of time. They browse. Or buy one or two small items. They aren't the most profitable. So why would you want to attract them to your store?

Loyalty.

Not the kind of loyalty that is given in exchange for earning points on a rewards card.

I mean real loyalty.

The kind that keeps customers coming back, year after year.

These customers develop a relationship with you and your store. Treat these aspirational shoppers well when they buy just one item. Or come in just to browse and dream.

Where will do you think they will go to splurge on a luxury for themselves when they land that new job? Or get a promotion? Where do you think they'll shop when they save up the money for that new sofa? Or a piece of art they've been eyeing in your store?

Get customers to dream in your store

Get them to come back when they're ready to make that dream come true.

Let's recap how you can help those shoppers dream:

1) Vignette displays

Create small scenes in your displays to show shoppers how products work together.

2) Varied price points

Within your vignettes, use a variety of price points to attract a variety of

shoppers.

3) Visible pricing

Don't hide your prices. Make the pricing visible, but attractive.

Get your shoppers to fall in love

Use these three steps together to woo them.

Give them the store they dream about.

And keep them coming back for more.

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Share Your Display Ideas

noreply@blogger.com (Melanie) — Fri, 22 Jul 2011 19:34:00 +0000

Instead of an article this week, I'd like to get your input.

I want to create a space where Retail Tips readers can share ideas, challenges and success stories. It will also be a space where you can get some feedback on your store projects.

I'm working on how I can implement this on my website. It will take some time to get it set up. In the meantime, you can help shape what this space will look like.

How can you help?

There are two ways you can get involved:

1) Let me know what you think

2) Post your photos on my Facebook wall

1) Let me know what you think

Tell me if you like the idea of having a space to share about your store, post photos of displays and get feedback and suggestions.

If you don't like it, what would be better?

What would you like to have in an online community of retailers?

What kind of merchandising and display help do you need?

How do you send me your thoughts?

1) Send me an email at: mmcintosh@inspire.ca

2) Comment on this blog post below.

3) Post your thoughts on my Facebook Wall here:

http://on.fb.me/inspire-facebookpage
(You have to 'Like' the page to post comments)

2) Post your display photos on my Facebook wall

Post photos of your store displays or product presentation

on the Inspire Retail Solutions wall.

I'll comment on each photo with:

1) One thing I love about your display

2) One suggestion to help your display be even more effective

How will you benefit?

You get:

to share your store with others
to see ideas from other retailers
feedback on your displays and merchandising
AND a chance to win a free copy of the ebook the Pinwheel Principle: How to Increase Sales Without Slashing Prices (http://www.inspire.ca/products.htm)

All submissions will be entered into a random draw. The winner will receive access to download the Pinwheel Principle ebook.

Deadline to submit your photo for the draw: July 31, 2011

NOTE: Photo must be of a store you own, manage or are employed at. You must have permission to share the photo.

How do you post pictures?

1) Like the page

First, you have to 'Like' the Melanie McIntosh - Inspire Retail Solutions page. That means click the 'Like' button at the top of the page.

But, what if I don't want to 'Like' the page?
That's OK. You can just email the photo to photo@inspire.ca. Send a description, your name and your store name with the photo. I'll post in on my Facebook page for you. ;)

2) Click the photo button at the top of the wall

http://on.fb.me/inspire-facebookpage

The Wall will look something like this:

See where it says 'Photo'? Click on that link on the Facebook page.

Upload your photo. Use the text box to type in a description about the photo.

3) Click the 'Share button

You're done! I look forward to seeing your displays!

Here's the link again to share your pics:

http://on.fb.me/inspire-facebookpage

(And yes - I'm still working on that article about how to merchandise to help your customers dream! It'll be posted next week.)

Recommended Product: Why Customers Aren't Buying (And How To Fix It): The Pinwheel Principle

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How to Help Shoppers' Dreams Come True

noreply@blogger.com (Melanie) — Fri, 15 Jul 2011 20:44:00 +0000

At first, no one paid much attention.
The sisters ogling the netbook computers were seven and ten years old. No one thought of two little girls as customers.

Even though they had been coming to the store for four years with their dad. And every time they visited, they stopped to look at the tiny laptops displayed near the door.

Every visit, they dreamed about having their own computer.
The laptops were so small.
Just the right size for a kid.
But the laptops were just something the girls talked about.
And dreamed about.
For years.

But, this time the girls' visit to the store was different
They'd learned to understand the prices. They could read the signs.
They realized if they put their money together, they could almost afford to buy themselves a laptop.

The girls found a sales clerk to help them. He asked them their price range, and recommended a laptop to suit them. He told them to come back on Boxing Day to get the best deal.

The girls were ecstatic
They went home and scrutinized their bank statements.
They saved their birthday money.
They emptied out their piggy banks, and counted out their coins.
They asked for a ride to the bank to withdraw money.

Finally, the big day arrived
Boxing Day.
The two sisters got their dad to take them back to the store.
They found their sales clerk.
And their laptop.
They paid for it.
And took home their very own computer.

How do you think they felt at that moment?
And where do you think they'll shop when they buy their next computer?

You might have shoppers, like these two little girls
Shoppers that love the your products, but don't have the money to buy them. Yet. Shoppers who aspire to a lifestyle that at first they can't afford.

The girls were aspirational shoppers
Aspirational shoppers could be anyone.
They could be young.
They could be starting out in their careers.
They may have young families.
They may be changing jobs.

They are shoppers who browse, but don't buy.
They come back, time & again.
Maybe for years.

Until they save up the money for something special.
Or earn a little more.

Then they return to the store where they were treated well.
Where they browsed, and dreamed.
Where they imagined themselves with a new lifestyle.

What are you doing to court aspirational customers?
Are you frustrated because they're 'just browsing'?
Or are you helping them dream?

Recommended Product: Why Customers Aren't Buying (And How To Fix It): The Pinwheel Principle

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How Connections Get Your Store Humming

noreply@blogger.com (Melanie) — Thu, 30 Jun 2011 16:52:00 +0000

A friend of mine, Ian, struggled with the washing machine he shares with his landlord. He went to do a load of laundry, and couldn't get the washer started. So, he left the laundry until later, hoping that the next time he returned, the landlord would have the washer running.

Ian returned the next day. Still the washer wouldn't start. After trying everything he could think of, he finally knocked on the landlord's door. The landlord took one look at the washer and said, “With electrical appliances, it really helps if you connect them to the electricity.”

Washing machines need connection to electricity.
Stores also need connection to an energy source.

Customers are your store's energy source
You need to draw customers into your store. But it's tough to motivate shoppers to come into your store if you are 'just a store'. If you're putting products on the shelves and waiting for shoppers to come in, you'll wait a long time. A few shoppers will trickle in.

You might have a great product, but that great product isn't enough to get new shoppers into your store anymore.

What can you do to get shoppers in the door?
The more often customers visit, the more they buy.
The more time they spend in the store, the more they buy.

You want to get your store humming.
Buzzing with energy.
Customers milling around.
Browsing. Talking.
Spending time.

So, how do you get that energy? That buzz?

Connect.

Create a unique connection with your customers
Just inviting shoppers to connect will not attract them to your store. You need to create a unique reason for them to connect with you. A unique connection will get them to spend more time in your store. And they'll visit more often.

But how do you come up with a unique reason for your customers to connect with your store?
There are three parts of your customer interaction where you can create a unique connection:

1) Experience
2) Engagement
3) Education

1) Experience
Offer an experience in your store that is different than your typical shopping trip. Treat your customers like guests in your home. Yes, it's a bit of a cliché, but do you really act on it?

Try welcoming your customers in a way they don't expect: take their coat, offer a glass of sparkling water and show them around. Get to know them personally and introduce them to each other. Act like you're hosting a party in your store. Every day.

Customers learn that your store is not just a place to buy more stuff, but it's a place that connects them to their community.

One coffee shop used red sleeves...
A local coffee shop helped singles connect for Valentines. They created red coffee sleeves that single customers could put on their coffee cups. The red coffee sleeves let other singles in the coffee shop know they were interested in meeting other singles.

Customers were able to connect with others in their neighbourhood. The red sleeves changed the usual coffee shop experience into one the customer would remember.

Your unique customer experience
Customers will enjoy a great experience in your store. If they enjoy it enough, they'll be back again. They'll tell some friends.

That's all great. And will help keep your store buzzing in the future. But what about now? What if you need to get shoppers in the door right away?

That brings us to the next method to connect with customers.

2) Engagement
You want customers to be attracted, involved, loyal to your store. To get customers engaged, offer ways for them to get involved. One way to do this is to host clubs or groups on topics that are relevant to your customers.

Bookstores host book clubs and writers' groups. Sports stores become a meeting place for runners, hikers and cyclists. Eco-conscious retailers can organize environmental projects for customers to participate in. Stores selling products for babies & children can host mom meet-ups, or groups for stay-at-home dads.

Engaging shoppers this way adds value to their experience in your store, and brings them in your door regularly. Engagement connects your store to the community.

You can add even more value to that connection by giving shoppers an opportunity to learn something new.

3) Education
Add value to your product with education. When you educate your customers, they'll see your store as more than just a place to buy more stuff. Your store becomes a source of valuable information.

Offer education through seminars, workshops or classes. Don't just stop at one class on a topic. Offer a series of classes on a topic that's valuable to your customer. A series gets shoppers into your store more than once.

Not only do customers learn and shop, but they connect with other customers that share their interests. They get to know you better and are likely to tell their friends about you.

Art stores have scrapbooking classes. Hardware stores have do-it-yourself woodshop classes. A consignment fashion boutique offers workshops with a personal stylist. You can even go beyond classes to make education a focus of your business.

Lululemon excels in delivering shopper education
Lululemon is a Vancouver based yoga apparel company. Besides offering a schedule of yoga classes, and a well trained sales team, an entire section of their website is devoted to education. The website offers detailed information about the care and fit of the product.

But the education focus goes beyond the product. This is where the company really stands out from the competition. One section provides advice on goal setting and a free goals worksheet to download. Under the 'yoga info 101' heading is a comprehensive description yoga styles, what to wear, local yoga instructors and classes, and yoga videos.

Connect to your customers with education
They'll see your company as more than 'just a store', and keep coming back for more.

Summary
You want to see your store humming.
So, plug in.
Connect.

Attract customers with connection by offering:

1) Experience
Create an experience in your store that stands out. Get people connected to each other.

2) Engagement
Get shoppers involved. Create a club.

3) Education
Help your customers learn more. Not just about your product.
Be more than 'just a store'.

Just like a washing machine, your store needs to be plugged in. Connect with your customers.
And power up your shop.

Recommended Product: Why Customers Aren't Buying (And How To Fix It): The Pinwheel Principle

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Why Exhibitionists Sell More Products

noreply@blogger.com (Melanie) — Tue, 07 Jun 2011 05:24:00 +0000

During the 2010 Olympics, The Vancouver Art Gallery mounted a special exhibition. On display were Leonardo Da Vinci's drawings and studies of anatomy. The wait in line to buy exhibition tickets was over an hour. To view the pieces in the exhibition, viewers dealt with crowds of people, all trying to see the amazing sketches.

Art museums are retail
Museums sell to consumers.
They sell experiences.
They sell education.
And they sell merchandise.

And museum curators are masters of display.
Displays that attract customers. And not just any customers.
These displays attract committed customers.
Customers who put up with inconveniences for the chance to buy.

Why would viewers pay money to look at a display?
Why would they tolerate long lines and crowds?

And why would they pay even more money after the exhibit? When leaving the Da Vinci exhibition, viewers happily bought exhibition catalogues and merchandise featuring reprints of Da Vinci's work.

Why was the exhibition so successful?
It's easy to say that viewers flocked to the exhibition because Leonardo Da Vinci is an olympian of art, science and invention. And it's true that even if the exhibition was poorly presented, the museum would still have sold some tickets.

But it's the quality of the exhibit that made it so successful. Because viewers enjoyed the exhibition experience, they wanted to take their experience home with them. So they bought products. And told friends about the fabulous exhibition. The reputation, and ticket sales, of the exhibition grew.

What made the Da Vinci exhibition and products so desirable?
The Da Vinci exhibition employed techniques that work in retail displays as well as museum exhibitions. These three techniques create an engaging experience for customers. An experience that customers want to take home with them.

1) Connect with your customers
2) Tell a story
3) Make your product relevant

1) Connect with your customers
The first technique is to connect with the customer's interests or desires. Something they already know about. Something they already desire.

Most people know at least a little about Leonardo Da Vinci. He's admired around the world. The chance to see his sketchbooks up close, immediately connects with customer interest. Viewing this exhibition is recognized as a once-in-a-lifetime opportunity.

"But I'm not selling Da Vinci"
Yes, it's easy to create a connection if you're putting Da Vinci on display. But what if you don't have such a universally admired product to promote?

You don't have to sell Da Vinci.
You just need to have a product that your customers value.
Not all customers.
Your customers.
Just the customers who like what you do.
And how you do it.

The Da Vinci exhibition opened during the Olympics.
But the gallery curators didn't try to attract all the Olympic visitors.
They didn't have an exhibition about sports.
They set out to attract Olympic visitors who appreciated art.
They created an exhibition featuring an artist who had the qualities of an olympian.

To connect with your customers, you just need to know what interests them. After hooking the customer with an interest or desire they already have, a great display maintains that interest with a story.

2) Tell a story
A great display tells a story. It doesn't just show the customer what they already know. It adds to the customers' experience by telling them something new.

In the Da Vinci exhibition, each drawing had an interpretation. Just seeing the anatomical drawings in Da Vinci's sketchbooks would have been interesting. At first. But viewers would soon get bored. Each sketchbook page was crammed with detailed sketches and notes. Notes that were written backwards, in mirror writing. In Latin. The average viewer wouldn't have a clue what they were looking at.

The interpretive panels told the viewers the story of the sketchbooks. They described when the books were found, and they translated the notes. Viewers could understand the sketchbooks better because of the story.

In retail, story interprets merchandise for consumers. Without a story, a display is just a jumble of unrelated merchandise. When you tell a story, you can create themes for displays. Themes help you group relevant merchandise together. You can tell stories with merchandise and lighting alone, or you can use signs to help interpret the product for the customer.

Restoration Hardware is an excellent example of a company that recently reworked their business strategy to tell a new story. http://www.restorationhardware.com/ Their store displays and catalogue tell a strong story of re-interpreted antiques and old world Europe. It's not a story that appeals to everyone. But their new story certainly sets them apart from competitors. And enthralls the customers they want to attract.

Not only do you need a story, but you need to make it relevant to your customers.

3) Make your product relevant
A great exhibition describes why the artwork or artifact is important. If viewers don't know why it is important, they won't be impressed by it. They may even be bored by what you have on display.

When viewers see the anatomy drawings by Da Vinci, they can appreciate the great technical drawing skill. But it is easy to take the drawings for granted at first. In the 21st century, we are familiar with drawings of anatomy. We have similar information available at our fingertips. At first glance, we may not realize how remarkable Da Vinci's drawings were in the 16th century.

The exhibition described how incredible it was that Leonardo sketched from cadavers, without electric light, without refrigeration. No one had done this type of anatomical exploration before him. And no one else would discover that much about anatomy for another 300 years!

When viewers understand the relevance of Da Vinci's work in his own time, they can appreciate just how incredible his work was.

When you describe why your product is relevant to your customers, that's when they'll understand it's value. Let them know why the product is important.

Summary
Museum exhibitions attract customers that pay to see displays, and then buy museum products. They buy so that they can go home with a piece of the show. They want to take their experience with them when they leave. You don't need to be an olympian, or sell Da Vinci to create great displays that sell. All you need to do is to use the techniques that exhibitionists use.

1) Connect with your customers
Connect with the customer's interests or desires. Get their attention with something they already know and desire.

2) Tell a story
Maintain customer interest with a story. Use the story to engage and enthrall the customer.

3) Make your product relevant
Describe why your product is relevant to your customers. Let them know why the product is important. Relevance will demonstrate the product value to customers.

Museum exhibitions attract customers that pay to see displays, and then buy museum products. They buy so that they can go home with a piece of the show. They want to take their experience with them when they leave.

Create a museum experience with your displays. Give your customers a reason to take the experience home with them. A reason to buy your products.

Isn't it time you created museum displays for your products?

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How to Save Your Products From a Death Sentence

noreply@blogger.com (Melanie) — Wed, 04 May 2011 23:30:00 +0000

Some people have green thumbs.
I have black thumbs.
A potted plant in my hands gets a death sentence.

Not intentionally, of course. I love plants. But I struggle to keep them alive and healthy. I just don't notice them. They're in my peripheral vision, and I forget about them. Until it's too late.

Your products can suffer a death sentence too
You know those places in your store where products languish and gather dust? Often it's the bottom shelf. Products sit there, ignored by customers. The bottom shelf is like a product graveyard.

We tend to place products in horizontal rows along shelves. If we have an empty shelving unit with products, often we'll fill it like we read. We start at the top left, filling the shelf across to the right. Then we fill the next shelf down. And so on, and so on. Now, we may not always start at the top. But it's extremely common to fill horizontally across each shelf.

This is the habit that sentences your products to a slow death. You end up with products left on the lower shelves that no one sees. And no one buys.

Why don't shoppers notice products on the lower shelves?
When product is merchandised horizontally, shoppers mostly see only what is at eye level. They scan the shelves by turning their head to the left or right, or by walking past. This leaves product on lower shelves ignored and unsold.

How can you save your products from this demise?
Shoppers are most likely to see merchandise that is presented between waist level, and eye level. Capitalize on this key selling area, and eliminate the death sentence by using vertical merchandising.

What is vertical merchandising?
Vertical merchandising means placing merchandise in vertical columns instead of horizontal rows.

What are the benefits of vertical merchandising?
Merchandising in vertical columns exposes more product options to shoppers. It makes it easier for them to see and compare product offerings.

Vertical merchandising also improves the appearance and organization of the store. A wide product selection can look messy and overwhelming to customers. Presented consistently in vertical columns, a a large selection will appear organized and easy to shop.

Example:
In the illustration below, the bottles of oils and vinegars are all presented vertically creating organized, attractive bands of colour. The shopper can scan across the entire selection at a glance.

The same selection is presented on each shelf, so the bottom shelf is not a graveyard of unseen products.

How do you use vertical merchandising?
As products sell from the upper shelf, lower merchandise needs to be moved up to fill the spaces. The upper shelves remain full and attractive. The blank spots that remain are on the lowest shelf, where they are not as noticeable. When new stock is received, it is filled in on the lowest shelf.

By rotating merchandise this way, the products sold first are the ones that arrived in the store first. Selling the oldest items first reduces the chances of products expiring, or sitting around gathering dust.

So, what are you waiting for?
Start merchandising your products in vertical columns. Make sure your customers can see what you have to offer, and get rid of the product death sentence.

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How Layers Add Pizzazz to Window Displays

noreply@blogger.com (Melanie) — Tue, 26 Apr 2011 22:22:00 +0000

Thin slivers of cake.
Pudding.
Icing.
Whipped cream.
Sliced berries.
Chocolate shavings.

I ogle cakes in bakeries. The elaborate layered ones that look so fabulous in the bakery case. I can bake basic cakes myself. Mine are good enough, but a little boring. Nothing like the fabulous professional bakery concoctions that make my mouth water.

A professional window display is like a bakery layer cake. It has visual interest that sets it apart and attracts attention.

You can tell a professional window display at a glance
Professional windows stand out because they use of layers. Layers give the display pizzazz. They add depth to the window display. The layers and depth add keep the display from being too boring.

To understand how layers can be used in a window display, let's look at this example from a Roots store.

There are three layers in a window display. All of these layers are used in the Roots window display. Even though the display area is less than 18 inches deep, the layers use that depth effectively.

The three layers in a window display are:

Layer 1 - Background
Layer 2 – Middle ground
Layer 3 – Foreground

Let's take a look at those layers in more detail.

Layer 1 - Background
The background of a window display is important. The background of the display screens off the rest of the store from view. Without a background, a display loses impact. The store interior distracts attention from the display.

To keep attention focused on the display, you need to have a background.

There are three types of backgrounds:

a) Permanent screens
Permanent screens includes any kind of full or partial wall that is constructed at the back of the display. The wall closes in the display, forming a permanent background for the window. A wall can be left alone, or combined with other backgrounds.

b) Temporary screens
Temporary screen partially closing off the back of the display with materials that are easily removed. The easiest way to create a temporary screen, is to hang a light coloured, translucent fabric from a dowel at the back of the window. This creates a background for the display, but does not completely block light from the window.

c) Signs, posters or graphics
Large signs are commonly used in displays. They can be used as a temporary screen on their own, or they can be combined with one of the other two background techniques. When signs or graphics are used, they attract attention to the background of the display.

Let's take a look at how the Roots display uses the background.

The Roots display uses both the permanent screening and a large hanging sign. The partial walls of wood screen the store interior from view, and provide a warm neutral background colour for displays. The Winter Sale sign is hung in the back of the display window. In this case, the sign is the main focal point of the window, even though it is positioned in the background. The design of the window is intended to direct your attention to this sign in the centre of the display.

Layer 2 – Middle ground
The middle ground of a window display is where products are displayed. This is the space between the glass and the background. Displays of merchandise do not have to be elaborate to be effective.

The Roots product display is intentionally simple. The goal of this window is to direct attention to the Winter Sale sign. The mannequins frame the sign without blocking it.

The stacked cardboard boxes on the right hand side balance the mannequins on the left. They frame and support the focal point without detracting from it.

Layer 3 – Foreground
The foreground is the glass of the window. The glass can be used by placing signs and display materials directly behind it. Or the glass can be used for a surface for paint, vinyl graphics and text, or signs.

The foreground is a great place to repeat the store name. It can also be used to create a decorative frame around the window. Vinyl cling-film signs work well on the glass. They are re-positionable and reusable. Vinyl graphics and signs are effective because are easily seen in spite of reflections and glare on the windows.

Let's take a look at how the Roots window makes use of the foreground.

In the Roots window, even the background and middle ground are close the the window. The only other foreground treatment in the red sign on the window, announcing an extra 20% off.

Even with this shallow space, layers can be effective. You can see how the layers make use of the entire space and create more interest than just a single sign or product display.

Summary
To give your displays professional pizzaz, think of those luscious bakery layer cakes. Add interest and flair to your displays with these three layers:

Layer 1 - Background
Layer 2 – Middle ground
Layer 3 – Foreground

Use the three layers in your displays to improve them right away.

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How Supermarket Display Techniques Can Help You Sell

noreply@blogger.com (Melanie) — Wed, 13 Apr 2011 00:44:00 +0000

When was the last time you walked out of a grocery store with only one item?

You go to the store to pick up milk. But you come out with several items you didn't plan on buying. This happens to everyone. An overwhelming majority of grocery store purchase decisions are made inside the store. And it's not a coincidence that the displays are masterful.

You can learn a lot about display just by browsing your local supermarket. The best ones to visit are the higher priced gourmet markets. The displays are stunning. And effective. They get shoppers to buy.

You can learn many tips for great displays by visiting the produce department of a gourmet supermarket.

Let's look at three supermarket display techniques that you can borrow:

1. Angled merchandise
2. Colour
3. Containers & Props

1. Angled merchandise
When you browse the produce department, you'll notice that most, if not all of the displays are angled, or tiered. That means the display is lowest at the front, and rises up towards the back. This technique is used to present more merchandise to the customer in a small space.

Presenting the merchandise this way also makes it look more attractive. You'll notice that these displays look full and bountiful. There are also a number of different types of products arranged in layers. The variety of product makes these displays appear more attractive.

Let's look at the second display technique.

2. Colour
Once you start looking for colour in produce displays, you'll start noticing it over and over. Produce is often displayed to make the colours appear more vibrant, attractive and mouth watering. This is done by placing contrasting colours next to each other.

In a large supermarket, it is rare to see a big cluster of green vegetables all together. You'll see the green interspersed with bright colours. Green lettuce will be next to red leaf lettuce and radicchio. Green peppers next to red and yellow. Green apples next to red.

The contrasting colours are used in combination with the technique of angled merchandise. The produce department is full of artistic, still life arrangements to tempt us into buying. Yet most shoppers are unaware of how carefully each of these displays is planned to be visually pleasing. The colour in these arrangements is one of the biggest factors in making the produce tempting to shoppers.

This brings us to the final technique.

3. Containers & Props
Supermarkets use carefully chosen containers and props to present their merchandise. When you browse the produce department you'll see baskets and crates used for display. They are there purely to set the mood for the department. These are the tools the stores use to create the image of farm fresh produce. Although they do help hold the products, these containers serve mainly as props.

If you look closely at the baskets used in grocery stores, you'll notice they aren't completely filled with product. Most of them either have false bottoms, or are mainly filled with raffia or other filler.

Why is that? Well, produce looks appealing when it is mounded up and full. Not when you have to peer into the bottom of a basket to find it. Also, produce is heavy. A big basket filled with produce will be causing damage to the ones that are at the bottom. So, supermarkets keep their baskets full and overflowing by restocking them regularly.

Summary
Don't be afraid to learn from the masters of display. Take these techniques and adapt them for your displays.

1. Angled merchandise – use angled containers or risers to present merchandise
2. Colour – contrast colours of products to create irresistible displays
3. Containers & Props – mound products in attractive baskets and bins

With these display techniques, you can tempt your shoppers to leave your shop with more than just one item in hand.

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How Displays Can Increase Sales: The Strawberry Shortcake Factor

noreply@blogger.com (Melanie) — Tue, 05 Apr 2011 08:06:00 +0000

Imagine someone offered you some fresh, ripe strawberries to eat. They look pretty tempting. Would you have some? You might say yes. You might say no.

What if you were offered shortcake and whipped cream with the strawberries?
Now the temptation factor goes up. It's not just strawberries, but strawberry shortcake. And you have more choices. You have more ways you can say yes.

You can say yes to the strawberry shortcake topped with whipped cream.
You can say yes to the strawberries and whipped cream.
You can say yes to cake and strawberries.
You can say yes to cake and whipped cream.
You can say yes to strawberries.

Most people will say yes to one of those options.

What does strawberry shortcake have to do with displays?
When you put a product on display, customers will choose yes, or no. When you add the strawberry shortcake factor, you increase the opportunities to say yes.

In display lingo, this is often referred to as cross merchandising. Cross merchandising is taking related products from different categories, or departments, and displaying them together. This technique increases sales by showing customers what products work well together. Instead of buying just one item, shoppers often buy more than one.

You can use this technique in your store. Add the strawberry shortcake factor to your display by adding products that compliment each other.

Example:
A pet store has a new line of dog shampoo to promote. The display idea starts with the shampoo. Add the shortcake factor by imagining a situation where a customer would use the shampoo. What are all the supplies someone might use to give a dog a bath?

dog shampoo
towel
hair dryer
brush
other grooming accessories

Now you have a group of products that create a strong theme for a display. Shoppers immediately associate the display with bath time. They might even imagine themselves giving their dog a bath.

Some will realize they need shampoo, and buy it. Other customers might already have shampoo. But they might want to have a special dog hair dryer. Or a new brush. Or both.

The display offers these shoppers more ways to say yes.

The secret of the strawberry shortcake factor
The shortcake factor is not the same as a jumble of unrelated merchandise. The secret of the shortcake factor is to display items that share a connection.

When shoppers see the display, they should be able to imagine how the products go together. When they see cake, strawberries and whipped cream, they can imagine strawberry shortcake. When pet owners see dog shampoo, a towel and brush, they can imagine bath time.

When shoppers imagine the products together, and imagine themselves using them, they are more likely to buy.

So, what are you going to put in your next display?

Use the strawberry shortcake factor
Give your customers more ways to say 'yes' to what you have to offer.

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How to Choose a Powerful Display Location

noreply@blogger.com (Melanie) — Mon, 28 Mar 2011 00:04:00 +0000

The first day of middle school.
New school. New teacher. New classmates.

It's a minefield of trials. Like how to pick the right location for your desk. You don't want to get it wrong like I did. I thought I'd picked the right seat. Not too far back. Not too close to the teacher. And the boy who sat down next to me seemed OK. At first.

His name was Ross. He never seemed to have any school supplies. No pencils. No pencil crayons. No erasers. After he started borrowing mine, it became clear. He chewed up pencils and erasers. Until they were gone.

I was horrified! After losing a few shiny new supplies, I learned my lesson. I spent the rest of the year anxiously protecting my pencils and checking them for teeth marks.

You can be sure I was more careful about my desk location choice the next fall! It's a critical decision that can affect your entire year.

Like choosing the right desk location, choosing the right display location is crucial. The wrong choice means that instead of losing pencils, you can lose potential sales.

How do you pick the right location for displays?
A display has an important role in the store. It needs to attract attention, convey a message and maintain interest. A display can only do those things if it is in a key location in the store. The display needs to be in a place where it can get attention. It's not going to get attention off in a corner.

There are two key components of a good display location. It has to have high traffic, and high visibility. That means each major display needs to be in a place where all customers are going to see it.

What are some examples of high traffic and high visibility locations?
You will have displays throughout the store. Right now we're just going to discuss three key display locations. Besides store windows, these locations have the most shoppers passing by.

Three key locations for displays include:
1) Entrance
2) Ends of aisles
3) Cash desk

1) Entrance
Just inside the store is a prime location for displays. Be sure to leave space for the customer to walk in and look around. Don't put a display smack in front of the door. A few feet inside, or off to the right hand side are great spots. These are feature locations that shoppers may see from outside, or as soon as they enter.

A display just inside the door is a great place to feature new products or seasonal items. As you lead shoppers into the store, there are more opportunities to feature merchandise.

2) Ends of aisles
The end display on an aisle is often referred to as an end cap. These are highly visible, and attract the shoppers' attention. The end of the aisle usually faces onto a main traffic area.

Most large grocery stores are examples of effective displays on the ends of the aisles. These end caps tend to feature seasonal promotions, sales or new products. Sometimes the retailer has just decided to feature a particular product.

The end caps often have a large quantity of only 2 or 3 products. Repetition of the same product on several shelves creates a strong visual impact, attracting shoppers' attention.

Feature displays are also useful at the end of the in-store buying experience.

3) Cash desk
The cash desk provides a great opportunity for add on sales. All the buying customers go to the cash desk. They stand and wait. While they wait, customers look at everything in the area. Shoppers have already made a decision to buy, and are standing with payment in hand. These shoppers are the most likely to buy more.

The cash area is where you need to be very careful. This is the location that is most likely to be filled with too many messages, mixed together without a plan. Instead of crowding the desk with too many competing impulse items, plan counter displays carefully and rotate them regularly.

For an example of effective cash desk display, visit a Starbucks. Starbucks is merchandised masterfully. Many products, from sandwiches and drinks, to gift cards and mints, are presented in that small space around the cash registers. The planned, organized presentation keeps the display from being overwhelming and chaotic.

Location is critical
Displays help drive sales. But only if they are in the right location. If you do not have displays in these three key areas, you are losing potential sales. These locations are prime selling zones in your store. It is up to you to make the most of them.

Summary
The best locations in the store have two things in common: high traffic and high visibility. The three key locations that have these two qualities are the entrance, the ends of aisles and the cash desk.

Placing key displays in these three locations is even more critical than picking the right desk when you were in school. You won't have any regrets about choosing these locations for displays.

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How Sales Information Can Increase Profits

noreply@blogger.com (Melanie) — Fri, 11 Mar 2011 18:14:00 +0000

You know you need to increase sales.
You need money to buy new inventory.
To pay your staff. Or invest in new equipment.

How much more money do you want to make?
Let's pull a number out of a hat.
Let's say you want to increase your sales by $50,000.

How are you going to do that?

Imagine you've decided to run a marathon
You know you need to train and practice running before you can run an entire marathon. You go get some new running shoes. And go for a run. You run until you're tired, then head home. The next day you do it again.

What's wrong with this picture?
You aren't measuring how you're doing. You haven't set any real goals. How far are you going to run each day? How long are you going to run? When will you run the marathon? There's no plan, and no way to keep track of progress.

Saying you want to increase sales is a lot like saying you'll run a marathon someday. You won't achieve that goal unless you use some specific methods of measuring your progress.

A runner tracks progress by measuring the time spent running, or the distance covered. He sets small incremental goals to gradually increase how far and how fast he can run.

How do you measure your progress?
You can measure sales with three basic types of information. You might already use some of this information. But maybe you don't use it in your planning and tracking as often as you could. The more you use this information to set goals and track progress carefully, the more successful you'll be.

What are the three basic types of sales information?
1) Sales Dollars
2) Average Sale
3) Units Per Transaction

Let's look at each of these in more detail.

1) Sales Dollars
You probably already know how much you sell in a year. Or a month. Or a week. Probably even each day.

But are you setting goals to increase this number steadily? What would happen to your sales if you set a goal to sell $50, $100 or $150 more each day? Just $140 each day would increase your sales by $50,000 this year.

For a small store with slow traffic, that might be a big challenge. You can break that $140 goal down even further. Can you sell an extra $20 per hour? Instead of assuming it's too hard, imagine it might be possible. Brainstorm how you might be able to sell an extra $20 more each hour.

The next two types of sales tracking information can help you reach that goal.

2) Average Sale

The average sale is the total sales for the day divided by the number of sales transactions that day. If you are using a computerized point-of-sale system, it probably calculates this for you. If not, you can calculate it by hand fairly quickly, or enter the information into a simple spreadsheet.

Why is the size of the average sale important?
The average sale tells you how much customers tend to buy at one time. One of the easiest ways to increase sales is to increase how much each customer buys. It is easier and less costly to increase the amount you sell to one customer, than to sell to more customers.

The size of the average sale goes hand in hand with the number of items sold.

3) Units per Transaction
One of the easiest ways to increase the size of each sale is to increase the number of items in each sale. As a rule of thumb, set a goal to sell three items to every customer. All you have to do is suggest coordinating items to the customer. A top and belt to go with a pair of pants. An ottoman and a throw with a chair or sofa. Often these are items the customer would want, but doesn't think of, or notice in your store.

Another easy way to increase the number of items sold, is simply to display coordinating merchandise together. For example, if you sell laptops, put one on display with a laptop stand, a set of speakers and a mouse.

Once you get in the habit of suggesting and displaying coordinating merchandise, it becomes easier to increase sales. When your sales increase, hopefully your profit will too.

Summary
A runner whose sights are set on finishing a marathon, sets incremental goals and measures his progress. By measuring and tracking your sales dollars, average sales and the number units sold in each transaction, you move towards your goals in the same way. Before you know it, you'll have achieved that sales increase, and are ready for a new goal.

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How to Discover Customer Secrets That Help You Sell

noreply@blogger.com (Melanie) — Fri, 04 Mar 2011 19:14:00 +0000

Nancy sells trendy printed graphic T-shirts. She offers the highest quality T-shirts available. She is certain her target market of 15-25 year olds would love these fashionable brands.

But the T-shirts aren't selling. They're sitting on the shelves. Nancy is desperate to figure out how to sell all these T-shirts.

What's the secret to selling more?
Customers have the secret. Customers have the information that Nancy, and you, need to uncover. Customers will help you figure out why products aren't selling. They'll help you figure out how to improve sales.

Customers will help you discover problems, so that you can find solutions. It sounds crazy, but it's not.

The first problem is that you don't know the problem.
Say what?
There could be one of many different problems. Or maybe there's more than one problem.

Maybe the people you believe are your target market aren't shopping in your store. Perhaps you're attracting other customers instead.
Maybe customers think your products are too expensive.
Maybe customers don't like the new products.
Or maybe the customers just walked right by the items and didn't see them.

Each of these problems has a different solution.
Until you uncover the problem, any attempt to improve sales is a guessing game. There's more chance of picking the wrong solution, than the right one.

So, how do you get customers to reveal the problem?
There are three things you can do to uncover your customers secrets.
Well, at least the secrets that relate to your business.

1. Watch
2. Ask
3. Listen

1. Watch your customers.
Pay attention to the customers who visit the store. Do you attract your target customers? Watch who shops with them. Watch where they walk, what they touch, what they walk past. You'll discover what is working by noticing what customers pay attention to. And you'll get clues to where the problems are, when you notice what customers ignore.

2. Ask your customers questions.
Find more about your customers, and about what they think. Find out if they live or work nearby. Ask about their personal style and tastes. Inquire about their opinions of some of your products.

Questions help you get to know your customers better. You start to learn who they are and what they are looking for.

3. Listen to what customers say.
Of course you need to listen to the answers customers give to your questions. But listen for other things as well. Listen for objections. Pay attention to comments about price, fit, and style. Make note of questions customers ask. Write them down so you don't forget.

Customer objections and questions are a goldmine of information. These are clues to how you can improve your business. They are also opportunities to explain and demonstrate your product. They're opportunities to sell.

What should Nancy do to sell her T-shirts?
Nancy needs to get out on the sales floor. She needs to start by watching her customers. In one day, how many customers visit that fit her target market? How many other customers visit?

She needs to ask about the T-shirts. In a conversational way, she can say, “We got these T-shirts in recently. What do you think of them?”

She needs to let customers know why these are the best quality T-shirts available. And listen carefully for questions and objections.

At the end of the day, Nancy will have discovered some secrets about her customers. And maybe she'll have sold some T's in the process.

You can do it too.

--

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Why You Need to Tell Shoppers Where to Go

noreply@blogger.com (Melanie) — Thu, 06 Jan 2011 06:12:00 +0000

How does it feel to get off a plane in a country you've never been to before?
It's exciting. It's different. You're not quite sure what to expect.

You step off the plane and walk through the gate. You pick up your baggage.

Where do you go next?
Everything seems strange. In all that strangeness, you look for things that are familiar. You look for clues to point you in the right direction.

The most obvious clues are signs. Signs tell you where to find a taxi, or a bus. Signs point you to the washrooms. Or to an information kiosk. Signs help you orient yourself in a strange, new environment.

To the first time customer, your store is a strange, new environment.
Hopefully your store is not like all the others on the street.
Hopefully, your store is different. Different enough to be interesting & unique. Different enough to get attention. Different is what attracts the shopper to your store.

But, whoa! If the shopper steps into the door and everything is different, he'll be overwhelmed. He'll turn around and walk right back out the door. He already knows you have something different to offer. He comes in the door, and feels just a wee bit uncomfortable. He slows down and looks around. He pauses to get his bearings. It's just a brief pause. A quick glance.

In that brief moment, you have to give the shopper what he wants next. You need to make him feel comfortable again.

What's going to help the shopper feel more comfortable?
He wants to know where to go next. He wants to know how to find his way around. He is looking for something familiar. Something to guide him through the store.

He's looking for a sign. Not an omen. Just something that tells him where to go next.

That sign can hang from the ceiling. It can be on the backwall. It can be on a fixture. The sign is a clue to show the shopper how the store is organized. And where to find merchandise that is relevant to his needs. The sign might show the way to the men's department. Or to the baking goods. Or the digital cameras.

And the sign doesn't have to be just a sign.
Sure, it can be a word or two printed on a banner. Or mounted on the wall. Or in an acrylic stand.

But it can also be a graphic. A photograph. A mannequin. Or a display. It just has to do the job of a sign. It needs to catch the shoppers eye. Provide something familiar to make her feel comfortable. And show her where to go next.

Standing in the doorway of the store is like standing in the airport. No one wants to stand there all day. Shoppers want to get out of the airport, um, doorway – to explore. It's up to you to tell them where to go next. Give them a sign to point the way.

_____

Next step: Learn how to increase sales without slashing prices in the Pinwheel Principle report. Go here to find out more: http://www.inspire.ca/products.htm

How One Sign Can Increase Sales

noreply@blogger.com (Melanie) — Thu, 16 Dec 2010 21:50:00 +0000

Imagine you want to increase your sales by $100 per day.

How could you sell $100 more every day?
You could try to get one new customer a day into your store to spend $100.
You could get 10 new customers a day to spend $10.
Or you could get 10 of the customers that are in your store already to spend $10 more.

Which one would be the easiest?

You might think they're all hard. It's harder, and more expensive to acquire new customers.

Instead, you can do things the easy way. The easy way is to get a customer that is buying already, to spend a little more. And one way to do that is with a sign.

How can one sign make a difference?
It has to be the right kind of sign. A sign that encourages shoppers to buy multiple items.
You've seen these signs all over. In grocery stores. Clothing stores.
Maybe they say "Limes: 3 for $1.00" or "T-shirts: 2 for $15 or $9 each"
And they work. People buy.

Sure, some customers will still only buy one. But when you use a sign to promote multiple sales, you increase the number of customers who will buy more than one.

Will the sign work to promote any product?
Promoting multiple sales works best when you have a large quantity of one type of product to offer.

It is also most effective with products that shoppers want in multiples.
Victoria's Secret sells underwear this way. We all need more than one pair.

Items with lower price points are easier to sell in multiples. More people will buy more than one item if only costs a few extra dollars. However, multiple item pricing could be used with high end items as well. With more expensive products, a lower percentage of customers will buy more than one.

Does a sign really work? Try it for yourself. What have you got to lose? If it doesn't work, customers will ignore the sign and still buy only one item. Or maybe two. If it does work, they'll buy more.

Even if only one customer takes you up on the offer, you're ahead. (As long as you didn't spend too much money on the sign.)

Make the sign work even better with these tips:

1) Feature the sign and product prominently in the store. Place it near the entrance or the cash desk.

2) Mention the promotion to all your customers. Either when the shoppers are greeted, or when they browse the promoted merchandise. Write down all the objections customers have. The objections are valuable. Use the objections to adjust the promotion, or make your next promotion even more appealing to customers.

3) Get creative with your copy. Suggest reasons why your shopper might want multiple items.

Get one for a friend too, and you pay less. Buy 2 for $67 (1 for $37)
Get one for everyone on your list. Buy 5 for $25. (1 for $7.49)

Try it out today. Put up a sign. Keep it there for the rest of the holiday season. Keep track of how many people buy multiple items. Keep track of how your sales go up.

Next step: Learn more about how to increase sales without slashing prices with the Pinwheel Principle report. Go here to find out more: http://inspire.ca/products.htm

–––––
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Why Choice Prevents Shoppers From Buying Green

noreply@blogger.com (Melanie) — Wed, 10 Nov 2010 20:46:00 +0000

You've got a great eco-friendly product to sell.
It's healthy for consumers. It's good for the planet.
And no one buys it.

Why not?
Why wouldn't a consumer switch from their old product, to a new & better green alternative?
Because the choice is too confusing and difficult.

The customer is attached to the old product. They like it. It's familiar. Buying the usual brand doesn't require a decision. It's a habit. It's easy.

The shopper might be interested in a greener product, but they don't know what to choose.
It's a risky decision.
The product might not be as good as the old one.
It might be more expensive.

What if the shopper makes the wrong choice?
She's wasted money. She's wasted valuable time. She's stuck with a product she doesn't like. And she has to face two more choices: go back to the old brand, or tackle the daunting task of choosing another green alternative.

What are these daunting choices?
Let's look at an example of choosing a new shampoo.

Shampoo choices used be mainly about performance and price. It was all about making your hair look and feel great.

Do I want a shampoo for hair that is: oily, dry, normal, curly, straight, frizzy, or coloured? Or do I need shampoo to control dandruff, add body or repair damaged hair? Do I want to pay drugstore prices, or salon prices?

Even with the range of performance and prices, we pretty much had these choices figured out.

With green products, the choice really goes crazy.
The decision becomes overwhelming.
There are so many factors. There are:

Health choices.
Environmental choices.
Trust choices.
Performance choices.
Price choice.

Here are just some of the questions the customer asks about these choices:

Health choices:
Does this product have potentially cancer causing ingredients?
Does it contain parabens?
Does it contain sodium lauryl sulfate or sodium laureth sulfate?
Does it have fragrances or other ingredients that will irritate allergies or skin sensitivities?

Environmental choices:
Does this product have reduced or recyclable packaging? Which is better?
Is this product shipped long distances?
Does this product contain palm oil?

Trust choices:
Does this product have recognized eco-certifications?
Is this product really better for the environment, or is it just a label claiming to be green?

Performance choices:
Will this product be as good as the one I already use?
Now I only have three choices – normal, oily or dry. What if I have curly, coloured hair with dandruff?
Does this product have the correct pH?

Price choice:
If this product meets all the other criteria, how much more am I willing to pay?

Even with all these choices, the customer is not likely to find one that fits all her criteria.
She has to choose between a bunch of products that each have a few of the qualities she wants.

She has to choose a new product that is likely to not perform as well, only has some of the qualities desired, and costs more

OR

stick with the old, reliable brand that gave her great hair, at a reasonable price.

Can you see why shoppers don't choose green?

Fortunately, there's something you can do. You can help them decide.
Become your customers' trusted source of information.
Learn exactly what your customer wants.
Research the products. Answer the questions.
Back up your claims.
Only offer the best options. The options that deliver performance & value.

Make it easy for shoppers to be green.

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Why Shopping Is Harder Than You Think (And How to Make It Easy)

noreply@blogger.com (Melanie) — Tue, 26 Oct 2010 03:26:00 +0000

Shopping is hard work.
Harder than it used to be. And getting harder.

The culprit is choice.
We are surrounded by choice. The opportunities to choose are growing every day. We can choose to shop where we live or work. We can choose to travel to a store that has exactly what we want. Or we can choose to buy online. We can choose from hundreds, or thousands of stores. And millions of products.

You might think that more choice makes it easier to shop.
But it doesn't.
Instead, shoppers become paralyzed with indecision.
When too much choice is presented to customers, their eyes glaze over.
They move on to the next store, or the next website.

Don't customers want options?
They do. But they want their options to be simplified. They buy when the choices are easy.

Look at Amazon for example. Amazon offers tons of choice. And the number of choices are constantly expanding. But Amazon helps you choose. Amazon makes it easy to find exactly what you want. Their search feature, customer reviews, recommendations and personalized emails guide you to buy. They make it easy.

So what makes it easy for customers to shop?
Three things: consistency, organization and information.

1. Consistency
Consistency helps your customer know what to expect. Consistency means you have a strong identity that is carried through your entire company.

Imagine a store sends out an email featuring new designer fashions. It includes an elegant black & white logo. Classic typeface. Lots of white space.

What do we expect this store to look like?
Naturally, a store that has the same identity. A comfortable, elegant shopping environment. A lot of space between racks. Quality merchandise. Helpful service.

We're surprised & confused if we find a discount store instead. Or the featured merchandise is unavailable. Or the sales staff are apathetic.

Maintain consistency in all points of contact with your customers. They just want to know what to expect from you. Customers find it easier to choose when they know what to expect.

2. Organization
Shoppers don't like to feel confused.
At the slightest hint of confusion, shoppers will turn around and walk away.

At the very least, a store needs to be clean & neat. Boxes of stock and returned merchandise don't belong on the selling floor.

Beyond this, merchandise needs to be organized in clearly defined categories. To determine categories, watch how your customers shop. What products do they buy together? Group these complementary products together.

For example, imagine a store that sells computers, digital cameras and accessories. Instead of grouping equipment bags together, place camera bags with cameras. Laptop bags next to laptops.

Customers that find everything they need in one place, choose to buy more.

3. Information
Information helps shoppers makes decisions.
But only if it's the right information.
In the right place. At the right time.

Signs can help you put the right information where it needs to be. Use them to answer frequently asked questions. Do shoppers have questions about how pants should fit? Or how to choose the right printer? Or what the price is?

But how do you know where to put the sign? Sometimes the answer is not obvious. To discover the right place, watch how customers shop. What are they doing right before they ask a question? Test sign placement to see if customers read it. Test, and test again until you get it right.

To help shoppers choose, provide the information they need. When & where they need it.

Use consistency, organization and information to make your customers' choices easy.

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How Training Like A Gymnast Attracts Customers

noreply@blogger.com (Melanie) — Tue, 19 Oct 2010 06:50:00 +0000

What do gymnastics and attraction have in common?

Two things. Learning gymnastics and attracting customers both depend on developing core skills. Those skills help both gymnasts and retailers shine in the face of strong competition.

What can retailers learn from gymnasts?
Competitive gymnasts are incredible to watch. They move their bodies with skill, strength and beauty. They appear to have incredible control and confidence in their abilities.

We want our businesses to look like a gymnast's performance – beautiful, controlled and confident. We want to stand out from our competitors as the best.

How do gymnasts become so skilled?
One word. Practice.

Practice is what transforms a gawky seven year old school girl into a competitive gymnast. She doesn't start out at a competitive level. She doesn't attempt complex routines. First she masters basic skills. Before she does cartwheels on a beam, she learns to do cartwheels on the floor. She learns to walk along a beam that is only six inches high. She learns how to get on the beam. How to get off the beam. When she begins each skill, she is tentative. She wobbles on the beam. She looks a bit clumsy. She makes mistakes.

The coach gives feedback. She tries again. Correcting small mistakes. Each time she gets a little better until the skill is mastered. Once she learns all the small skills, she puts them all together. At each step, the coach supports and guides her. Soon, she can do a series of skills. One after the other. Now she can do cartwheels on the beam, four feet above the ground. Her movements are so smooth, they look effortless.

What does practice have to do with attracting customers?
Consistently attracting customers consistently requires a core set of skills. You need to have customers coming in day after day. Week after week. You need to practice many small skills over and over. When you put all those small skills together over time, you'll find you've mastered techniques that bring customers in the door.

We don't want to take time to practice those small skills.
We want to find some magic technique that will bring crowds of new people through the door tomorrow. Attracting loyal customers doesn't work that way. Loyal customers are gained by building relationships and trust, one day at a time.

There are three basic skills you can practice to attract customers.

1. Make it easy for customers to shop.
Keep the store organized, uncluttered & accessible. Make it easy to find product information.

2. Keep the store looking fresh.
Make sure displays are changed regularly and stock is filled.

3. Stay in touch with customers.
Create events, send valuable information, talk to them in the store, go for coffee.

You might think these things are too basic. You might think you're doing some, or all of them. But have you mastered them? Are you doing them so well that it looks effortless? Are you training like a gymnast?

Stores that are struggling to attract customers need more practice in at least one of these core sets skills. It's one thing to know the skills, it's another to master them.

To be competitive, keep practicing!

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Why Is Retail Merchandising Important?

noreply@blogger.com (Melanie) — Sun, 25 Jul 2010 20:15:00 +0000

Years ago I was told that merchandising and display are frivolous extra expenses for the small business owner who is just starting up. The implication was that expenses such as marketing, rent, inventory, utilities, staffing, etc. are 'serious' expenses, while merchandising and display are 'frills'.

I couldn't disagree more.

Merchandising and display are an important part of a marketing plan - even for a retailer operating on a shoestring.

In today's competitive retail environment, a retailer cannot afford to consider merchandising as a 'frill'. Everyone is competing for the customers' dollar. There are more choices out there for consumers than ever before.

With all these choices, what will grab the consumer's attention?

You've invested the money to get that expensive, high traffic location, but how will you keep the customers from walking right by your door? How will you encourage them to return? What is unique about your store? After investing money on the important priorities such as merchandise, great location, part-time staff, insurance, accountant, advertising, your carefully budgeted money can be lost if your store doesn't measure up to the customers' expectations.

Posters covering the door and windows, hand lettered signs, lack of lighting and untidy displays send the message that your business isn't serious.

If your store looks like a bargain basement, customers will expect bargain basement prices and may draw the conclusion that your product is poor quality. This judgement may have little to do with the product itself, but be the result of poor presentation.

Merchandising is more than simply the arrangement of products on the shelf. It is an integral component of the business image. It should be considered when you design your logo, business cards, brochures, letterhead, packaging, and product mix.

When you examine your merchandising, you examine what the customers' experience, from their first sight of your store front, until they leave store - hopefully with a purchase in hand. Merchandising is also about understanding the way customers shop. By using this knowledge, you can position your merchandise to increase sales.

You need to create an environment that attracts the customer, is comfortable to shop, and encourages the customer to return.

Are the store front and windows attractive & inviting?
Is all signage clear, professional and legible?
Is the store interior welcoming and comfortable?
Is merchandise presentation appealing?
Are seasonal and high-margin merchandise placed in high profile locations?
Overall, is the store appearance professional?

Of course, if you are on a shoestring budget, you need to start small, but make sure you include a plan for growth. One of the exciting things about retail is that it is dynamic. If you don't grow and change, customers assume you have nothing new to offer them.

You don't have to overhaul the entire store, but rotate merchandise, change displays, and change signage to make the customer feel that there is always something new for them to see or experience.

Including merchandising in your marketing plan and budget makes sense. It can make the difference between selling a product, or having it sit on the shelf.

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Shoestring Merchandising Tips for Retail Store Display

noreply@blogger.com (Melanie) — Sun, 25 Jul 2010 19:38:00 +0000

Quick tips to improve your store:

• Upgrade lighting whenever you can. Retail store windows especially need to be well lit. There are some great little halogen spotlights out there that are inexpensive and easy to install. They are terrific for highlighting display areas. Just make sure they are installed safely and the cords are unobtrusive.

• An inexpensive can of paint can be used to paint your fixtures to match, or touch up chips and keep things looking new.

• Fabric and paper are two valuable display helpers. Use them under or behind a display to provide a backdrop, use a scarf to add colour and movement to a static arrangement. To avoid a busy look, stick to a few colours and textures that complement your store design and merchandise.

• Use magazines as a source of ideas for displays. Find time to go to the library so you can browse for free. Look at do-it-yourself magazines for hardware, home decor magazines for giftware and housewares, etc. The full page ads, feature stories and new product listings are helpful.

• Take a seminar or spend a couple of hours with a retail consultant to learn some display and merchandising techniques.

• Pretend you are a customer and take a look at your storefront. Try to see the store as the customer would see it. What do you notice? Take photos to get a different perspective. Often you'll see things you didn't notice before.

• Sit down and make a list of adjectives that describe the image you want to achieve for your store. Before you make merchandising plans, check your list to stay focussed. A great idea in another store won't necessarily fit your image.

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How to Create Effective Retail Signs

noreply@blogger.com (Melanie) — Sun, 25 Jul 2010 19:33:00 +0000

Signage is one of the most important ways to convey your message to your customers. Your store name, promotions, pricing, and product information may all be conveyed through signage. Are you getting these messages across effectively?

As a customer walks by your store, you have about 3 seconds to let them know what they will find inside. What message are you sending? Professional signage will attract the customer, provide just the right amount of information and invite the customer to enter your store or try your product.

Unprofessional signage is confusing to the customer and sends a negative message about your store and product. Common problems include too many signs, ambiguous or misleading messages, spelling errors or signs that are difficult to read. I don't know about you, but I avoid stores that have have signs littered throughout the store that scream, "SALE! 9.99" and in small print at the bottom they add, "and up."

Effective signage has the following qualities:

1. Quality Production

You don't have to spend big bucks to get signs that look professional. Having said that, you still need to be willing to spend a few dollars to create the image that you want to represent your business.

Consider the lifespan of the sign. Exterior signage that needs to last several years requires a fairly large investment. The shorter the lifespan of the sign, the less it should cost. If you are running a small boutique, producing your own short term promotional or informational signage is perfectly acceptable, provided you have the tools and skills to do it well. If you are producing signs on your own, they should be produced on a computer, not handwritten. This might seem too obvious to mention, but I still see stores using signs that have been written in black felt marker. Use a desktop publishing or word processing program and quality printer and paper.

If your printer and paper are not good quality, take your computer file to a print shop to produce your image. Mount your final images on a heavy card, illustration board or foam core.

2. Simple Color Scheme

Don't go crazy with color. Pick a simple, two or three color scheme and stick with it throughout the store. Pick a background color, text color and highlight color.

Make sure that the colors have enough contrast to be easily read. Red on black, while a dynamic and high power combination, does not have enough contrast to be easily viewed. However, if the text is very large, bold and only one or two short words, you might be able to get away with it. Outlining the text with a thin white line will also improve the contrast.

Be careful with combinations such as yellow/green or orange/pink/red or green/blue. These combinations can be powerful and trendy, but require more work with design to make them legible. Strong contrasts such as white/black, yellow/black, red/white, white/blue increase visibility and legibility.

3. Easy to Read

Make your signage easy to read. Don't try to put too much on one sign. Some signs are so full of tiny images, starbursts, exclamation marks, and small print, that you can't take it all in. One main image, a headline and a few bullet points are all you need on an informational sign.

A sign in a store window should be even simpler. You need to get your message across immediately as the customer walks, or drives by. This means you can only use a strong image on your sign, a headline, or a simple combination of both. Some stores only use one word, such as 'SALE' or 'HOLIDAY' in the window, and provide more information inside the store.

The more time the customer will be spending looking at the sign, the more information you can include. For example, a sign near your cash register, where your customer will be waiting for a transaction to be processed, can provide details of a contest or return policy.

4. Clear and Simple Message

Keep your message simple. Avoid trying to say too much. Choose one main message that you want to convey.

Do you want to tell about a sale, a price, product info, return policy? Rather than say this all at once, try a sale sign on the top of the rack, price and product info on the tag, and return policy at the cash register.

When you craft your sign, write down the message you want to get across, then rewrite it in as few words as possible. Keep reducing until you have one to five words for your headline. If necessary, write a small amount of supporting information below.

5. Well Placed

Be careful where you place your signage. Place it where it will catch your customers' attention, but will not block essential elements of your store.

Think about how customers approach your store. If customers walk by your store, but your store name is only placed high up on your store front, facing the street, how will they see it? You also need to repeat the name on the door or window, and perhaps hanging from an awning or on a sandwich board on the sidewalk.

Make sure signs don't block traffic flow, displays, or the view of the interior of your store. Here's an example of signage placement that could be improved! http://www.inspire.bc.ca/articles/donotenter.html

Window signage may not be visible to customers for other reasons that you do not realize. Is there a parking meter blocking the view of your window? What about a loading zone where delivery trucks park for a large part of the day, obscuring part of your store from view?

Check for reflections on the window that make your interior signage invisible during the day. You'll need to check this at various times of the day to find out what happens to the light and reflections depending on the position of the sun. You can improve the visibility of your signage by improving the display lighting inside, and by using light colors in your windows. Light colored signage will stand out, while dark colors will recede and virtually disappear behind reflections on the glass.

After placing your signs, double check how they look from a customers point of view. Step back and approach the store as a visitor. Walk from front to back and look at all your signage critically and reposition as necessary.

Simplify, Simplify, Simplify

The simpler you keep your signage the better. Reduce visual clutter, and focus on getting your most important message across to your customer. You will attract more walk-by traffic, and avoid confusing your customer. Your sales should increase as a result.

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Create Retail Displays That Attract Customers

noreply@blogger.com (Melanie) — Sun, 25 Jul 2010 19:27:00 +0000

Retail is a competitive business. Even if your product is completely unique, you still have competition. There is always another store down the street - or in the next cyber-mall - that is aiming for your customers' wallet. Customers have a limited amount of disposable income, but their choices of where to spend it are infinite.

While there are many aspects involved in marketing and gaining customer loyalty, one of the most important is your visual presentation.

Does your merchandise display attract and interest the customer?
Or does it overwhelm and confuse the viewer?
Is the display simply bland and unremarkable?

Here are some tips to help you create displays that will get the customers' attention:

1. Create a focal point

An overwhelming display or a boring one can both have the same problem - a lack of focal point.

Where do you want your viewer to look?
Is there one main feature you want them to notice?
Where will the eye travel through the display? Don't leave this to chance. Plan what the customer should do when they see the display. Perhaps a new product is the main focal point, with complimentary items placed in close proximity to encourage multiple sales.

Many window and table displays are too low. The focal point should be at eye level to most viewers. Visitors will not work to get a good look at your display, they will simply walk on by without noticing.

2. Use line and shape to plan your design

Don't just put your products together willy-nilly. Practice drawing a quick layout to help you visualize the plan for your design.

Will your layout be horizontal or vertical?
Will the products be arranged in straight or curved lines, in a pyramid or circular shape?
Will the design combine a variety of elements, or just one?

To experiment with this, draw rectangle that is roughly the same shape as your display space. Sketch geometric shapes such as squares, rectangles, circles, semi-circles and triangles in various combinations to get a sense of an appealing layout. For instance, a large triangle could represent an arrangement of gift ware. A long vertical rectangle to the left of the triangle would represents signage placement.

3. Create balance

Strong displays have visual balance. Dark colors appear heavier than light ones. Large objects appear heavier than small ones. This seems straightforward, but you need to think about this as you plan your display.

Generally larger, darker items would be placed near the bottom of a display, with lighter items at the top to avoid appearing top heavy. Placing too many items, or heavy looking items on one side appears unbalanced. A grouping of many items on one side of the display can be balanced by one heavy item in just the right place on the other side. Think of weights on an old fashioned scale to get an idea of how this works.

Does balance matter?

We all respond emotionally to visual stimuli. Creating a display is about creating a mood and a desire within the consumer. A lack of balance creates an impression of instability and anxiousness. The consumer is not even aware of the feeling, he or she simply searches out an environment or merchandise presentation that gives them a positive feeling and creates an appealing mood.

4. Keep it simple

Don't try to do too much. The goal is to attract attention to the product. On a slat wall, often simple rows are the best way to show the merchandise. Too often I have seen displays where every row or shelf has a different arrangement.

Your goal is to make it easy for the customer to find what they are looking for and to make sense of your product arrangement. Keep your groupings logical by grouping similar products together, with complimentary products nearby.

5. Use proper lighting

Lighting is overlooked far too often. When budgeting for store fixtures and merchandising, display lighting is not an 'extra'. Lighting your displays properly can make the difference between a display that makes people yawn, or makes them stop and look.

Displays should not be lit directly from the top, or you will get unattractive shadows. Lights should be slightly off to the side, and to the front of the display. They should enhance the 3-dimensional quality of the product. Preferably the display will be lit from more than one angle. Lighting should be adjusted every time you change your display.

If you don't have positionable lights in your key display areas, especially windows, get some as soon as possible. A good lighting store will have some for a reasonable cost and can give you advice on installing and using them.

6. Look at the display from all angles

After you have completed your display, step back and look at it. Very few people will see it standing directly in front of it. Most displays are approached from the side and seen from an angle.

Approach your display from all possible angles and view it as a customer would.

Is your focal point still placed appropriately?
Do you need to angle the display to the customers viewpoint?
Is the signage visible and readable?
Does the arrangement still appear balanced?

Observe the direction from which most customers approach the display. Make sure that the best view of the display is the one that most of the customers will see.

Putting these six tips into practice will help you create dynamic displays that attract customers.

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Are You Struggling to Merchandise Because You Don't Know the Pinwheel Concept?

noreply@blogger.com (Melanie) — Fri, 02 Jul 2010 23:12:00 +0000

You've worked hard on your business. You know your target market. You have a quality product. You've trained your staff.

For some reason, you're just not getting the response you hoped for. Customers aren't buying.

You're not sure where to turn.

What do you do next?

Do you create new displays? Put everything on sale?
Get someone to help you with merchandising?
You know you need to do something.
But what?

Before you make any decisions, you need to understand the pinwheel concept.

Have you ever played with a pinwheel?

A pinwheel has four vanes that capture wind and spin the pinwheel. In your business, the four vanes are four areas of information. This information is what you need to know to merchandise your store effectively.

The information takes the struggle out of merchandising decisions. And when you struggle less, your business starts to gain momentum. The pinwheel starts to spin.

So, what do I need to know?

First, you need to understand the four areas of the pinwheel. Then you'll learn WHY you need this information to merchandise your store. Finally, you'll discover how to use this information to make merchandising decisions.

So, let's get started.

Analyze the information in the pinwheel.

The four areas that you need to know about are:

1.Customers
2.Products
3.Sales
4.Traffic

Let's look at these in more detail. You will probably know some of this information already, but probably not all of it.

1. Customer

What do you need to know about your customer?
As much as you can. Does she shop alone, or bring a friend or family member? How often does she visit?

Find out what she likes best about your store. Her favourite products. How did she hear about your store?
If she could change something about your store, what would it be? What service could you add that she would love? What would she love to tell their friends about your store?

Customers will be happy to be asked about their opinion. Ask questions when helping them shop, use a survey or try a focus group. Take a customer or two out for coffee.

2. Products

How are your products performing?

Make it a habit to always know your highest and lowest selling products. Do some detective work on these items. Do your highest sellers have a good margin?

Study where these items are placed. Perhaps the lowest selling items are hard for customers to find. How often are products rotated and displays changed? How long has all your merchandise been in the store?
Make sure you know the competitors that offer similar products. What are the price points? How are they displayed?

3. Sales

It is important to track your sales results on a daily basis. How do your sales compare to last year? To your plan?
Know the details of your daily sales. What is the average number of items in each transaction? And the average dollar amount of each sale?

4. Traffic

Analyze your traffic. Count the number of visitors each day. Calculate your conversion rate: number of daily sales divided by number of daily visitors. Multiply this number by 100 to get the percentage of visitors that are converted to paying customers.

Watch your customers walk through the store. What attracts their attention? What do they touch? How long do they spend in the store? Where do they spend the most time in the store?

Why do you need to know these things?

The four key 'vanes' of information help your business keep moving. Without information in these areas, merchandising decisions become guesses.

If a vane of the pinwheel is missing, it doesn't spin. It turns a little. And stops. Then starts again.

To start spinning continuously, the pinwheel needs all four vanes. Once it starts moving smoothly, it gains momentum and keeps spinning.

When you start catching the information in the four areas of your business, it starts to move. A little at a time. The information you take in begins to tell you what to do.

You don't need to guess.

What the pinwheel will tell you.
(As good as a crystal ball? Almost.)

You might already be collecting this information and not using it. It's no good sitting in a report. Or a computer file. Now is the time to put it to use.

Here's what you can learn by analyzing the pinwheel information.

What merchandise to buy

Analyzing your customers' needs, feedback and top sellers to know what to buy. Focus on products that your competitors don't carry.

What merchandise to markdown and clear out

Merchandise sitting on shelves and not moving is costing you money. You are paying rent on the space it takes up. If the product is more than three months old, consider marking it down. If you've had something sitting in the store for six months to a year, move it out. Deep discount it to free up the cash for new merchandise.

Older than 1 year? Old merchandise makes the store look stale, crowded and boring. Some things may never sell. Once in a while it may be best to just pull items off the floor. If you have the space to store it, pull it out for a sidewalk or warehouse sale.

Where to place merchandise

Place high margin, strong sellers in high visibility, high traffic areas. Use these areas for new regular priced, high value merchandise.
As a general rule, put sale items at the back of the store. Customers are willing to work harder for discounts.

Use cross-merchandising and displays to encourage multiple purchases. Change displays weekly to keep merchandise fresh, and capture the interest of shoppers.

When to have promotions or events

Use your traffic analysis to plan limited time promotions or small events. Use them to boost traffic during slow times.

Use the pinwheel to find out key information about your business.

Then make a change to your merchandising. Measure the results.
If it works, do more of it.

Less struggle. More momentum.
Get that pinwheel spinning.

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Avoiding Sign Chaos: Why Your Signs Need Job Descriptions

noreply@blogger.com (Melanie) — Mon, 14 Jun 2010 19:51:00 +0000

Signs seem simple. But they're more complicated than you realize.

Unless you know the secret to creating great signs.

The secret to great signs has two parts:

Great signs have job descriptions.
A great sign has only one job to do. One sign, one job, one message.

When you don't know and apply this secret, you can easily fall into sign chaos. One symptom of sign chaos is multi-tasking. A multi-tasking sign has a job description that reads, “Any other duties as required.”

Multi-tasking signs are easy to spot. These signs send too many messages. They try to do a little of everything at once. A sign that has too many jobs to do, isn't really effective at any of them.

A past client had a sign in her store featuring a new product. Great message. Great graphic. The problem was that the sign also showed the logos of the main product lines the store carried. And the store's own logo. And a list of the locations of all the stores in chain. The sign didn't have one message. The sign was trying to do three jobs, instead of one.

When a customer sees that sign, he doesn't know what to pay attention to. Is the sign directing him to a new product? Or is it telling him to go look for other brands the store carries? Or should he visit another location closer to his home?

There's too much information. The customer doesn't care about all the logos. He doesn't care where the other locations are. He's already in the store. Most of the messages on the sign don't connect with the customer. He doesn't know what to pay attention to. He ignores it. He walks on by.

The job of the sign is to tell the customer to pay attention. Signs need to be confident. Assertive. Not wishy-washy. A sign with one job, states the message clearly. The sign needs to say, “Hey! Something new! Pay attention to this!”

So, now we know that great signs have one job. How do you decide what job your sign needs to do?

Signs in different areas of the store, have different jobs. They tell the customer what to pay attention to in different zones of the store.

The job description for each type of sign is defined by its location size, colour, font size and type of message.

Create a plan for your signs based on these job descriptions. You'll be on your way to calming the sign chaos in your store:

• Directional signs – These signs tell you where to go. When a customer comes into the store, she looks around the store to decide where to go. These signs are large, simple, and easy to read. They are overhead, above eye level. They either hang from the ceiling or are mounted on the walls above fixtures.

Define departments or categories with these signs. They are meant to be understood quickly in a glance. Use one or two words in a large, easy to read font. Directional signs are meant to be viewed when the shopper enters the store. Even small stores can consider using directional signs or category signs. They will help customers to quickly find the right section of the store.

• Sale or Promotional – Choose one basic style for sale signs. (Tip: Unless you are a bargain basement discount store – stay away from pink and orange starburst signs!)

If you need more than one size of sale sign for different areas of the store, keep the design, layout and font consistent between sizes. Sale signs can be used as posters, fixture signs, or shelf talkers (attached to the shelf edge) to draw attention to good deals in the store.

Most people associate sales or discounts with the colour red. If you use red for sale signs, don't use it for other signs in the store. This will help you colour code the store. Having a code helps your customers find things easily.

• Fixture signs signs are placed close to eye level. They may also be on a tabletop or shelf . They describe the products found on one fixture. They may designate a subcategory, new products, or a price point. The font used is smaller than directional signage. These signs are meant to be read as the shopper is walking through the store. The text is limited to one to three words. The sign attracts the shopper's attention to the merchandise on that fixture. She is encouraged to pause and take a look.

• Product Information – As the shopper gets closer to the merchandise, she slows down and takes more time. The signs right next to the product can be smaller and more detailed. These signs provide the basic information that a shopper needs to make a decision. Include the product description, a few bullet points of features and benefits, and the price.

Signs at this level may stand on a shelf or table top, or be attached as a shelf-talker. For general product information, a 3 x 5” size works great.

You don't need product information signs for every product. Be selective. Use product information to highlight key products.

• Price Labels – Price labels are crucial. If you are not pricing your products clearly, you are losing out on potential sales. Pricing on the shelf helps with restocking.

For high end stores, you can use small, elegant tent cards to display prices. You can use this to price products individually, or list several products on one card.

• Store Policies – Policy signs are usually placed near the cash desk, on the door or at a fitting room. State the policy wording in as positive a tone as possible. Use the same font and colours as the rest of your signage. Get rid of hand written signs taped to the cash register. Font sizes for signs on the front door, or in the fitting room should be large enough to read from several feet away. At the cash desk, they need to be large enough to read while standing in line.

Every store is different. All stores have different sign needs. Use these basic job descriptions to plan the signs you need. And calm the sign chaos in your store.

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Decoding the Store: Why You Need Effective Signs

noreply@blogger.com (Melanie) — Fri, 14 May 2010 07:40:00 +0000

Retail stores are like coded messages to customers.

Filled with information.

Shoppers receive messages from all aspects of the store. The store front, layout, product selection, displays and lighting all convey information about what the retailer has to offer. They're all part of the code.

Our minds process this code so quickly, we don't even stop to think about it. We are constantly taking in information, sorting it and making decisions.

Usually when we shop, we are familiar with the code. We easily sort the information we need make our way through the store. We know our way around the local supermarket. We have favourite places to shop for clothes. For routine purchases, we usually don't need help to find what we need. Many of the stores we shop in use similar layouts, and have product lines we already understand. We understand the code.

But what if a shopper doesn't know your code?

New customers don't know your code. Your store might as well be an alien environment.

Imagine the first time customer stepping into your store:

She pauses inside the door to get her bearings. She is bombarded with visual information. Information about the departments, products, categories, and displays. She doesn't know which way to go first.

She feels she doesn't belong. Products have special names she doesn't understand. She has trouble finding prices. She doesn't what makes one product different or better than the next.

She feels like an outsider trespassing in a special club. You can help this customer feel comfortable as soon as she walks in the door. Before you even speak to her.

The secret is to provide a key to your code right away.

The key helps the shopper understand your store. She quickly moves from feeling like an outsider, to being an insider.

The key is signage. Effective signs help shoppers feel comfortable in an unfamiliar environment. Signs welcome new customers. Give directions. Explain new products. Compare benefits. Signs display prices and draw attention to sales and promotions.

They help shoppers find fitting rooms, or know what kinds of payments are accepted. The customer learns how to find her way around. Signs help her navigate and decode the information she needs to find merchandise quickly and easily.

But what about those stores that go crazy with signs? Some retailers create signs willy-nilly. Without a plan. Sometimes they think 'more is better.' Instead of decoding the store for the customer, they add to the confusion. In most stores, the problem is usually not too many signs. It's too many colours. Too many fonts. Too many sizes. And too many messages.

Signs are not meant to be the main attraction. Good signs draw your attention to the product. They guide the shopper to find what she needs.

Effective signs have:

1. Only one message per sign. Any more than that, and you confuse your customer even more.

2. No more than three fonts, or font variations. A basic rule of thumb is a display font for occasional headings, a sans-serif style for the majority of the text, and a bold weight of the text style. Once the fonts have been chosen, use the same ones for all signs.

3. A simple colour scheme. A good basic is black or white text with one or two high-contrast colours. Another colour can be used with black or white to highlight sale or special merchandise.

4. A similar layout and design. Signs should coordinate with each other. Not compete for attention. Ideally, the signs coordinate with the store's other marketing materials and website.

Effective signs help your customers decode the store. Both new and returning customers can find what they need quickly and easily.

And isn't that what you want?

Give your customers the key to the code.

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