Download - Showroom Optimization

How to enhance your store to

maximize sales and

profitability

Showroom Optimization

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So what is merchandising anyways?


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Merchandising: The activity of promoting the sale of goods, especially by their presentation in retail outlets.


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97% of consumers first search for local businesses online.


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BrandingConsistency is

Improve Service

Educate the Customer

Increase the Productivity Levels

Reinforce Store Image


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The Function of Merchandising


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Key Elements of Merchandising

Storefront

Store Layout/Interior

Customer Service

Customer Benefits


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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


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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?


• At entrances/on doors/next to entrances add, "Welcome to XXXXX“ & "Thanks for shopping at XXXX“ next to exits.

• Posted Hours

Entering Your Store


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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?

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Neither Would We

The First Step Inside


Logo behind counter

Bright & Attractive Paint Scheme

Clear Path & No Clutter

Items displayed behind and next to counters encourage impulse purchases


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Clearly marked productCategories

Bright lighting & displays makes store more inviting


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Have shopping carts or baskets available


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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.


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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.


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Product Groupings

Move clearance items to low-profile location


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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


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Element #3:

Customer Service


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How are your inside Sales Associates integrated into your brand’s experience?


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Service Sells the Showroom


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Personnel

• Sales employees fully trained?

• Do you offer classes or in-store demos?

• Can your customers distinguish your employees from other customers?


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“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

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Organization Makes Selling Easier


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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


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Element #4:

Customer Benefits


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• Television

• Water/Coffee/Tea

• Soda Machine

• Signature Snack Items

Creating a Comfortable Environment


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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.


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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


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http://www.newmandesigngroup.net/

Download - Showroom Optimization

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