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Layout, Display & Buying Tips to Grow Gift Shop Income
Miriam Works, Principal, Works Retail Consulting
The “Wow” Factor
What do other stores do that we can learn from?
The Big PictureLots of merchandise Not enough space
Sound familiar?
Store Design: Make It Pop!Light color walls & shelving
Pop of color adds interest
2 or 3 colors only
Adjustable shelving
More lighting = better sales
Store Layout: Go with the Flow
Create a “landing zone”
Shoppers go to right
Consider “product adjacencies”
Grab and go makes shopping easy for staff
Create areas for longer browse time
Store Layout: Safety, Security, & Sales
36” pathways
Display between 24” - 60”
No product on floor
Clear sight lines
Features80% of sales from 20% of products
Feature those 20%
Uneven numbers look best
Start with flashiest pieces
Work downward and forward
Risers help fit small space
Display Options
Organize by department: baby, gift, home décor, etc
Display Options
Integrate departments by cross merchandising
Tips for Impulse Products
Use bins, baskets, trays
Consistent containers
No tippy or worn containers
No shop worn or broken props
POP DisplaysBetter for vendor than buyer?
Invest in POP after line is proven
When sparse, refill if sales figures warrant
Or move it out
Jewelry Tips
Plain background or simple texture
Use pattern as accent
Prices -- easy to see but not cluttered
Windows
Change monthly Use color
Use large objects
Use imagination
Merchandise is star
Option Paralysis
Abundance is attractiveOver crowding is not
Overcrowded shelves
+ Many duplicates
= Indecisive shoppers
Edit, edit, edit!
Organized Displays
Shoppers view displays for 3 -10 seconds.
Keep displays “tight” and organized
Maintenance
Keep shop spotless
Replace product as it sells
Remove unused plate stands, risers and signs
Consistent angles: risers, plate stands, products
More Fussy Buttons Tips
Place price in consistent place
Primp and fluff
Face out books, boxed notes Rotate displays regularly—weekly is ideal
Help Shoppers Make a Decision
Boost Awareness of Your Mission
Gift shop proceeds paid for six new wheelchairs for our
Elder Care program last year.
Offer a Reason to Choose Your Shop
Your purchase makes it possible for local kids to participate in
Overlake’s “Art for a Healthy Heart” program.
Show Volunteer Appreciation
Meet Angie, Karen and Eli: Our volunteers make the
Gift Gallery a friendly place to shop!
Ask Before You BuyWho will buy it? Why?
Where to display it?
What to display it with? Is it part of an existing story? Or a new story?
Focal point or supporting cast?
Make notes on order form
Have a Plan—a Merchandise Plan
Departments (Up to 12)
Department description
% of departments
Price spread
Mark up %
Organizes product selection, guides buying decisions
Buying Dos and Don’ts
Start small, build gradually
Watch for sales arc and decline
Always stock best sellers
New merchandise quarterly
Don’t go overboard on seasonal
Regular Reorders: A Buyer’s Secret Weapon
KIS--Keep in steady stock list
NORO—No reorder list
Assign detail oriented volunteers to track inventory on KIS products
Timely Mark Downs
Old merchandise:
Clogs stock room
Ties up inventory budget
Bores customers
Makes shop feel irrelevant
120 days old: Mark it down!
Donate, volunteer gifts or giveaways after 90 days
Finding the Right MerchandiseTrack sales for best, least sellers
Pay close attention to best sellers
Ask customers about favorite products and stores
Visit local stores for new products
Network, network, network!
Wrapping UpThank you for listening and sharing ideas about the art and science of store layout,
buying and display.
Resources
www.amac.com Boxes and bins
www.archcrown.com Price cubes and tags
www.cleardisplays.com Spinners and racks
www.grandandbenedicts.com Fixtures of all kinds
www.hubert.com Fixtures of all kinds
www.rings-things.com Jewelry display supplies
Our Services
New Store Design
Store Evaluation for Increased Profitability
Display and Buying Services
Retail Volunteer Program Consulting
Miriam Works, Principal, Works Retail Consulting
www.works-consulting.com
(206) 930-9629
