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You need to consider what are common products on majority of your customers shopping list and then place these products at regular intervals around store. The aim is to bounce customer around store.
Shopping List Items:
1.Milk4.Toilet Paper 2.Bread5.Detergent 3.Sugar6.Coffee
These shopping list items are often called “anchor” products.
6.Maximise Use of Your Sign Lines
Sight lines are important in all styles of layout, but are far more important in a boutique layout than in a grid layout. Positive, appealing sightlines will draw customers around your store. Sightlines should use colour, lighting and product effectively to draw customer through store.
7.Develop Destination Department
Develop destination departments in corners of your store and at furthest points from entrance and exit. Promote these departments and become famous for them.
Examples of these are:-
The Power Tool Department(hardware) The Seedling or Bedding Plant department(gardening) The Ski Department(sports cloths) The In-house Deli(supermarket)
Many retailers are opting for high gondolas – well above eye level. There are of course advantages and disadvantages with this concept and these are worth reviewing.
Back up stock in ‘on floor’ and is always in sight allowing for better stock control and perhaps les labour intensive in terms of replenishment (avoids double handling to some extent).
Out of stock at lower selling levels can be replenished quicker by ‘pulling down’ back up stock. Lost sales are often averted when customer sees line on top shelf that has not been replenished below.
Visual impact and merchandise statements can be more effective.
The range appears to be greater even though in fact that may not be case.
Lighting of lower shelves is more difficult and thus merchandise visibility may suffer.
Aisles need to be wider than eye level height fixtures to increase merchandise visibility – 7’ wide would be a suitable average width.
There is a tendency to an overwhelming ‘tunnel effect’ and classifications are not as easy to find due to inability to see throughout store.
Shoplifting is more likely for same reason.
Back up stock above 6’ can readily become untidy and lack cohesiveness with lines below.
Ref Peter Lalchford, Merchandising Hardware and Electrical
The above is an article from John Stanley’s best selling book Just About Everything a Retail Manager Needs to Know. John Stanley Associates produce an e-newsletter specific to retailing, this includes innovative ideas and advice to help you grow your profits. If you would like to receive a regular copy please visit www.johnstanley.cc or email us on email@example.com.