Among the most interesting aspects of my work is traveling to various destinations across the U.S. So far, I have visited 46 of the Lower 48 states and interacted with countless people. My overriding world impression is that our similarities far exceed our differences.
While unique geographic features, weather trends, dialects and accents may exist in each location, everything else seems familiar.
For me, the highlights of visiting customers include meeting and collaborating with dealer community members, experiencing an on-the-ground view of the RV aftermarket and after-hours sightseeing.
Among traveling’s challenges is learning the local customs, even those related to motor vehicle operation. Certain laws are a given. Drive on the right side. Yield to other drivers when appropriate. Wear seat belts. Stop at red lights and stop signs.
Sometimes, it is a matter of law versus recommended guidelines.
The same can be said for retail merchandising. There are best practices—laws—related to displaying merchandise in a retail store, but we also recognize regional differences and personal preferences as suitable reasons for certain actions. The most successful retailers master the basics before venturing into unfamiliar territory.
The basics include adequate shelving, thoughtfully selected merchandise that serves shoppers’ needs and wants, strategic category placement and a competitive price structure. The essential add-ons include daily store conditioning and executing a strong, consistent in-store marketing plan.
This is retail merchandising’s core, resembling the “4 Ps of marketing”: product, price, promotion, place.
Many traditional retail strategies are also still relevant. For example, we know shoppers tend to move in a counterclockwise direction through retail space, so category and display placement decisions should be made to draw traffic through the store. Routinely purchased categories still belong at the back of the store. The idea is consumers will walk past convenience, destination and occasional/seasonal categories, and will be more likely to make unplanned purchases on their way to routinely purchased items.
Once the shopper moves along your preferred path, the mission is to get them to place items in the shopping cart. Product and shelf placement come into play.
The typical shopper pays the most attention to the shelving from the belt-to-eye level. This premium real estate should be assigned to high-demand, high-profit products. Less-preferred and larger-sized items should be displayed higher or lower.
Research completed by the Point-of-Purchase Advertising Institute (POPAI) shows that more than half of all purchase decisions are made in-store, so strategy will help maximize this trend.
Point-of-Purchase (P.O.P.) materials are important for successful in-store marketing plans. Signage, banners, literature, shelf-talkers and other colorful materials attract shoppers’ attention by “cutting through the clutter” and providing a message. Studies show people are attracted to signs and are more likely to purchase a “signed” product, even if it is not on sale.
Light, motion and sound are extremely effective in drawing the eye, so video players and digital signage can get shoppers to slow down and linger.
Freestanding displays are also a great way to promote products, especially large and high-ticket items that are typically not stocked or displayed on shelving. The number of displays used should be proportionate to the store’s size.
For example, 12 floor displays would likely clutter a small store. A single display will get lost in a large space.
Floor displays should be placed against a wall or in an area with at least 3 feet to walk around.
The most memorable stores combine best practices (rules) in retail with a little personal flavor. These retailers are clean, organized and well-stocked, but also include elements that connect customers with the space. Bass Pro Shop is a master at this, but I have also seen this done at small mom-and-pop stores that offer unique products, services or manners of presentation.
More attention is needed in the bricks-and-mortar store. Store visits are trending downward. Many shoppers conduct research before making purchases. In the past, this was done in physical stores. With the worldwide popularity of mobile devices and the internet, consumers can now gather information anywhere and everywhere, especially at home. According to Elite Wealth Management, “In 2010, there were around 34 billion visits to retailers; in 2013, that figure dropped precipitously by almost half to 17.6 billion.” To fight this decrease in store visits, shoppers must have a reason to drive to the store.
For general merchandising and store design options, I recommend design: retail magazine, which offers free subscriptions to those involved in store planning. The Small Business Administration (SBA) offers soup-to-nuts advice for starting and operating small-to-medium-sized businesses.
Retail merchandising involves art and science, with both essential for converting visitors into shoppers.
Val Byrd is NTP-Stag’s customer merchandising manager. She has worked in the RV aftermarket for over 20 years and is a leading RV retail expert on store layout/design and aftermarket product display.
