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How to enhance your store to
maximize sales and
profitability
Showroom Optimization
www.iwdc.coop
So what is merchandising anyways?
Showroom Optimization
www.iwdc.coop
Merchandising: The activity of promoting the sale of goods, especially by their presentation in retail outlets.
Showroom Optimization
www.iwdc.coop
97% of consumers first search for local businesses online.
Showroom Optimization
www.iwdc.coop
BrandingConsistency is
Improve Service
Educate the Customer
Increase the Productivity Levels
Reinforce Store Image
Showroom Optimization
www.iwdc.coop
The Function of Merchandising
Showroom Optimization
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Key Elements of Merchandising
Storefront
Store Layout/Interior
Customer Service
Customer Benefits
Showroom Optimization
www.iwdc.coop
Taking Action at Your Store
View Store as
Customer Outside
Lighting
Uniforms
Service
Benefits
Ticketing
Counters
Point of Sale Material
Presentation
Color
Wow
Element #1:
Store Front
Showroom Optimization
www.iwdc.coop
Showroom Optimization
www.iwdc.coop
View Your Store from the Street
• Do all your stores look the same? (Look like a retail location?)
• Make sure it is apparent that you are a retail store on your exterior signs
• From the street, do potential customers know they can come in?
• Is there an opportunity for your customers to shop at multiple locations?
Showroom Optimization
• At entrances/on doors/next to entrances add, "Welcome to XXXXX“ & "Thanks for shopping at XXXX“ next to exits.
• Posted Hours
Entering Your Store
Showroom Optimization
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Element #2:Store Layout/Interior
Showroom OptimizationShowroom Optimization
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www.iwdc.coop Showroom Optimization
Would You Shop Here?
www.iwdc.coop Showroom Optimization
Neither Would We
The First Step Inside
Showroom Optimization
Logo behind counter
Bright & Attractive Paint Scheme
Clear Path & No Clutter
Items displayed behind and next to counters encourage impulse purchases
Showroom Optimization
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The First Step Inside
Showroom Optimization
Clearly marked productCategories
Bright lighting & displays makes store more inviting
Showroom Optimization
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The First Step Inside
Showroom Optimization
Have shopping carts or baskets available
Showroom Optimization
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Showroom Optimization
Selling Space• Make sure that everything is clearly priced.
• Tighten up the product offerings to group the products on the gondolas and slatwall, using the extra space to either merchandising additional product in the category or to separate product categories.
• Shelves and hooks need to be moved up/down to better utilize the available gondola/display space in the store.
Showroom Optimization
www.iwdc.coop
Showroom Optimization
Merchandising & Endcaps
• To boost sales retailers practice cross merchandising – a strategy where products from different categories that
go well together are placed close to each other.
• The display to the left is a great example of cross selling winter items that go well together typically for endcap displays.
• Encaps make shoppers stop and think, “I need that!” They provide the perfect opportunity to cross merchandise in a big way.
Showroom Optimization
www.iwdc.coop
Showroom Optimization
Product Groupings
Move clearance items to low-profile location
Showroom Optimization
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Co-promote category items to cross-sell/up-sell • Place grinders with/amidst abrasives• Place reciprocating saws with saw blades• Place drills with drill bits
High opportunity items to main traffic paths• Protective gear – gloves, jackets and safety glasses• Helmets• Breathing and hearing protection and first aid• Beverage mix/coolers• Tools
Product Groupings
Showroom Optimization
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Element #3:
Customer Service
Showroom Optimization
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Showroom Optimization
How are your inside Sales Associates integrated into your brand’s experience?
Showroom Optimization
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Service Sells the Showroom
Showroom Optimization
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Service Sells the Showroom
Personnel
• Sales employees fully trained?
• Do you offer classes or in-store demos?
• Can your customers distinguish your employees from other customers?
Showroom Optimization
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Service Sells the Showroom
“No matter what your product is, you are ultimately in the education business. Your customers need to be constantly educated about the many advantages of doing business with you, trained to use your products more effectively, and taught how to make never-ending improvement in their lives.”
-Robert G AllenShowroom Optimization
www.iwdc.coop
Showroom Optimization
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Organization Makes Selling Easier
Showroom Optimization
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Organization Makes Selling Easier
Counters
• Clean & Clear of any non-salable items
• Remove any non-impulse products
• Remove non-products out of customer view - clear space for customers
• Internal employee communications, files, reference materials, post-it notes, calendars, etc. should be removed out of the view of the customers.
• Reference books should be available, but filed away neatly
Showroom Optimization
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Element #4:
Customer Benefits
Showroom Optimization
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• Television
• Water/Coffee/Tea
• Soda Machine
• Signature Snack Items
Creating a Comfortable Environment
Showroom Optimization
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Things to Remember…..
Branding Consistency – Do all stores look the same? Is branding and messaging consistent at all your retail locations, even online?
Clearly marked product categories
High opportunity items to main traffic paths
Co-promote category items to cross-sell/upsell
Identify all of the featured products at shelf that are in your specials/flyers/advertisements
How are your sales associates integrated into your brand’s experience?
Make the customer’s shopping experience comfortable. Offering benefits entices them to stay longer and buy more.
Showroom Optimization
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Your showroom is the face of your business. Not carefully planning and creating a shopping environment that attracts customers and encourages purchases will have a negative impact on your business.
Make a showroom update part of your next business plan and implement the tips presented in that plan's execution.Contact Newman Design Group for more information on how to best plan your next showroom remodel.
www.newmandesigngroup.net
Showroom Optimization
www.iwdc.coop
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