Check out my latest column for the May/June Seaside Retailer Magazine. A great idea with the least amount of investment that will help increase your sales! https://mydigitalpublication.com/publication/?m=62699&i=745561&p=14&ver=html5
Can you improve this window display?
What makes a window display effective? 1. It has to attract attention 2. Get customers into the shop 3. Sell the merchandise being promoted How does this window display fare? Well…. 1. A beautiful woman in a bikini sure does attract attention. 2. If one is in the market for a bikini, yes, one would go into the shop. But … Read More
What is Your Pricing Strategy?
Which is better? A flat price such as $10 or $9.99? or $9.98? or…$9.97? In general, value items are better when ‘CHARM’ priced. This means having less digits on the left such as $9.99 rather than $10.00, For prestige items, the reverse is true. A designer shirt is better off being $500 than $499.99. This way, there is faster emotional connection … Read More
Time to Talk About Product Intensity
Product Intensity refers to the amount of merchandise placed in a given space. The higher the intensity, the fuller the shelves. The lower the intensity, well, you get the picture. Most high end boutiques have a lower intensity. The space that surround a products is as important as the product itself in conveying the brand’s prestige, its exclusive appeal and … Read More
Low to High Front to Back
Are Shop Sightlines Compromised? A client I worked with asked why their signature fixtures, in this case, a chuck wagon is not often shopped despite it being located in the prime centre of the store. I often get similar questions from retailers and I can somewhat guess the reason for majority of the cases. Just like Horse Creek Candy’s issue with … Read More
The Right Fixture Supports Product Values
Today I would like to talk about the importance of having the right platform to present your products. While most think of shop fixtures simply as a place to display product, I think of fixtures as an opportunity retailers can use to not only enhance perceived product values but also establish credibility. Would you believe the products housed in the … Read More
Product Intensity and Price Point Perceptions
I often see displays with much too low inventory levels. What is wrong with this? Well, while it offers little or no product credibility, it also fails to create an impact. In the BEFORE photo, this shows a very nice tight grouping of a product category. However, because product intensity and the larger space this occupies, it fails to attract … Read More
123% Increase In Sales Compared to LY
When I was called to the CBC gift shop, the challenge I was presented went more than the usual. Rather, I was asked to come up with a fixturing plan that not only will improve sales performance but also create a space that in a moment’s notice can be used as a studio. This meant everything needed to be easily … Read More
Effective Categorization = Better Sales & SErvice
What does an effective Category Plan have to do with successful retailing? Well, a lot! Case in point the right photo. A scrapbook shop traditionally presents their merchandise categorized by product type. While this means easier inventory taking for the staff, it is a nightmare for customers looking for products. Scrapbookers create books by occasion or event – such as weddings, … Read More
The Power of Power Walls
What is a POWER WALL and what does it do? Most retailers choose to create a Power Wall in order to draw shoppers to an otherwise challenged area. They also convey product dominance over a Core Category by showing a single product throughout an entire wall display. By virtue of a single product display, the strategy of Repetition is inevitable, … Read More