While most retailers manage the selection and placement of display stands in their stores, you may have an opportunity to separate your company from other retailing vendors by going the extra mile for your clients. How, you say? By recommending merchandising stands and fixtures that will help improve basket size, increase traffic, and increase margin.
So let's talk some basics here. Merchandise doesn't often sell itself...the sell comes in the presentation and customer accessibility. If products are highly visible and easily grabbed without disrupting a display, they're much better candidates for purchase. And that starts with the stands.
The stands you recommend have to really make the merchandise stand out. Whether it's apparel or medication or eggs, the products should be able to attract attention. Tables, racks, shelves, end caps, and fixtures should all showcase product features and benefits clearly. So, the first considerations are what will be displayed and what, if any, fixtures and props will best display those features and benefits.
Knowing the planogram will help your field team make smart recommendations. By understanding the allowable dimensions of the space, your reps can suggest ways to optimize the set for maximum visibility and appeal. Shoppers have to be able to see an ample amount of the product...enough for them to want to grab it and closer look.
The stand should support enough product to handle a rush of sales, but you don't want to overcrowd the display. So shelf or peg mounting should be flexible to allow for added merchandise, when necessary.
You should envision a theme, and recommend a display stand that will match the intended theme for the merchandise. For instance, an oak barrel may be a good idea for an "old country style" theme. Look at the surroundings and think about which size, style, color, shape, and composition the stand should have.
Keep this in mind: you want any stand you suggest to keep within the store flow. The store flow follows the actual journey that shoppers take through the store. When you're thinking about the display you want to recommend, you don't want it blocking key pathways or creating congestion points. Consumers will walk on past any set that makes their experience less enjoyable.
You want racks, shelves, and cases all to make strategic sense when it comes to compelling store visitors to buy. Your retailers don't want to simply direct shoppers to a specific merchandise display...NO! They want each set to create a flow and guide shoppers effortlessly through their products.
Some experts suggest ideas such as using a point-of-purchase display...an end cap or dump bin...to create a focal point that will draw visitors' attention. The bottom line is to make merchandise stand recommendations that will increase shopper interest, create a point of engagement, and visually provide enough detail to convince them to buy!
Examples of merchandise stands
Here are some common stands and what they are good for:
- Retail tables and merchandise shelving. These types of stands provide an easily managed set for frequently changing inventory, which can be organized in a way that doesn't impede either visibility or accessibility. Nesting tables and tiered tables are two popular options.
- Display racks and merchandising risers. These create maximum visibility for small products. Risers...similar to nesting tables...can be used singly or together as feature, and are easily moved as needed. Countertop and freestanding racks not only showcase merchandise, but can help create customer traffic flow patterns for maximum engagement.
- Bulk dump bins with cardboard fixtures. To offer high visibility storage for large volumes of items, these are a good bet. When dump bins are placed in high traffic areas such as entryways...or at the point of purchase...these display options have been proven to encourage customers to interact with merchandise.
- Modular merchandise display fixtures. Available in Gridwall, slatwall, pegboard, and other options, these stands can be installed as wall-mounted panels, freestanding kiosks or gondolas, and countertop displays. They are useful in single and double-sided perimeter merchandising units, and they can accommodate single-item or bulk product merchandise.
Above all, to win at retail, it's important to execute ideas like above in as many stores as you can gain authorization to do so. That's where ESP comes in. ESP can help your company increase store coverage by 20% or more within your available budget; and just think of the extra sales you can help to secure with that kind of advantage.