Why is Retail Merchandising Important?
Recently at a meeting with an independent retailer in Lahore, I was told that merchandising and display discipline are “silly” extra expenses for him, the owner who had just started up. The implication was that expenses such as marketing, rent, inventory, utilities, staffing, etc. are ’serious’ expenses, while merchandising and display disciplines are ‘frills’.
I couldn’t disagree more. Merchandising and display disciplines are an important part of operating a store, and should have a reasonable budget allocated - 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’ rupee. 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 inventory, great location, 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 basement, customers will expect basement prices and may draw the conclusion that your product is poor quality. This judgment 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 change the whole store, but rotate merchandise, change displays, and change sign-age to make the customer feel that there is always something new for them to see or experience. Including merchandising in your daily operations makes sense. It can make the difference between selling a product, or having it sit on the shelf.
Imtiaz Ahmed is an innovative retail services marketer with over 20 years experience gained from the UK, KSA and Pakistan. He offers free advice to retailers on operational and strategy improvements from RetailingConsultants.com
Cash Only Surveys Online
Lancome Color Fever Lip Color No 322 Prune Drama Girl Shimmer
Free Ways To Make Money Online
Loccitane Immortelle Elixir For The Face 10oz
Free Cowgirl Porn Pics
Applecom Card Gift Itunes Store Support
Babor Callus Remover Fluid 6×2ml
Best Free Things
Lindsay Lohan Porn Free
Get Paid Online Surveys