Shopping with your senses
Before you can merchandise your store, you must first determine what businesses you will be in. Will you sell sundries or sodas? Clothing or burritos? Shoes or office supplies?…or a combination of all of the above and more? Your merchandise needs to make sense to your customer and it should tell a story. When Home Depot sells carpenters’ pencils, it makes sense to its customers because carpenters shop at Home Depot and may need a pencil. Soft drinks and candies sold in the same area at Home Depot was a gamble that paid off as it solved a problem – workers occasionally need a hunger buster because they’re working and unable to break for lunch. However when Home Depot got into the shoe and clothing businesses, they discovered that the reasons folks shopped at Home Depot were not the same reasons folks shopped for clothing. The customer’s state of mind and purpose for being in Home Depot was found not to be conducive to clothing and shoe purchases. As such, their foray into those sales channels was short lived.
Experiments can backfire and harm the brand if the brand is new and not yet established. A new brand cannot afford to guess wrong and so it should know who they are and who their customers are. A candy store that also sells hamsters might never recover from the mixed message so it is best make sure products make sense for the brand and don’t confuse or disturb the guest.
We understand cross merchandising, grouping, abundance, fluffing, facing, fronting, cascading, and the three merchandising “zones”. We know guest flow, product adjacencies and why people buy what they buy and how to incite a buying frenzy. Best of all, we know how to teach you how to make your merchandising plan stick. Let us show you how.