Show and
Sell – Its not a dark art!
Having worked in
retail display for over 20 years it never ceases to amaze me how retailers
present products and services, I am not just talking here about independents
some corporates place little or no value on display and visual merchandising.
As a retailer I
implore you to look at your store as a buyer walking in fresh from the high
street, what do they see? Is it a clearly defined offer, do you have high level
display to draw your customers further into your store to look at higher margin
product? Is your product facing the customer ready for them to easily touch and
feel? You can then “show and Sell”
All of these
things are basics that each of us like when we shop and it is important we look
at our own housekeeping to make sure we maximize the buying experience of each
of our customers which will in turn maximize their spend and maximize your
profits!
Don’t get me
wrong you have to keep your display relevant to the product or service you are
selling, to attract the buyers and customers you want, if you have a discount
store and you are selling on the lowest price proposition then there is no
commercial reason to display these items on “Gucci” display stands it will
switch customers off.
Decide on your
proposition and work to it, create the atmosphere for your customers that they
expect.
Make the buying
experience good for them and a happy time they will come back and tell their
friends to come to you!
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