Merchandising Tips for Brick & Mortars

credit: Double Dutch Boutique in Baltimore, MD. Photo from Andrew M. at 600 Block

Often the key to attracting shoppers isn't actually what you are selling, but how you sell it. In a word...merchandising. Effective merchandising can make a dramatic difference in your bottom line. Do it poorly and your sales will suffer. Do it well and you just might find yourself with one of those good kinds of problems...like needing to expand.
 

So, what are some hallmarks of good merchandising?

Creating a dynamic and inviting window display is the first step in effective merchandising.

Moving inside, you got their attention with your window, now keep it interesting for your shoppers with an eye-catching display right at the entrance.

Weave a trail of breadcrumbs through your store from that first inviting display to the next and the next and so on.

Keep things wide open and uncluttered. Cluttered displays send the wrong kind of message to your shoppers.

Add dimension and visual interest to your displays by showcasing merchandise at different levels. And whatever you do, don't throw everything out on low tables and make your customers bend over. They won't.

Freshen your displays by rotating merchandise throughout your store.

The size and layout of your shop will determine whether you should be using the walls or not. Don't be tempted to cram the walls with displays from floor to ceiling. It will make your store seem cramped and can potentially create a negative atmosphere.

Good lighting is key. Natural light is fabulous, but not always available. Use it when you have it.

Use different types of displays—try using both vignette displays (create a scene) as well as traditional showcasing of like merchandise together (e.g. the jewelry counter). When using vignette displays, try pairing things according to use (like everything one would need for a picnic) or pair merchandise in unexpected ways (like displaying items by color, and not by use, to create a visually stunning display that's sure to get noticed).

Consider displaying items that are likely to induce spontaneous purchases together. For example, have a display of bags nearby that would look fabulous with that rack of dresses.

Finally, don't be afraid to try new things. Check out your neighbors (and your competitors) and see how others are displaying their wares. Learn what to do and what not to do by being an observant shopper.

Jen Wallace shares her indie life at Indie Fixx where she writes about making, creating, cooking, learning, playing, loving, and pretty much anything else that strikes her fancy.

• JenWallace's blog