You’re walking through a quaint village of cobblestone streets and charming boutique storefronts, lined with beds of immaculately kept flowers, succulents, and trailing vines. The air is warm and there’s a delightful gentle breeze…..just perfect for keeping you comfortable. As you’re enjoying the serenity of this perfect stroll, you come upon a boutique that sells children’s boutique couture with an obvious concentration on the wonderful world of make-believe. The window display is dripping with tutus, pettiskirts, fairy wings, hair bows, and irresistible little girl princess goodies! You have no intention of making any purchases today, besides, your daughter has a hundred tutus, twelve pairs of fairy wings (that have long since lost their delicate shape), and far too many fairy wands (which by-the-way she uses more as a weapon to torment her brother with rather than the magical article in which it is intended to serve)…….you just cannot help yourself! This storefront display is absolutely mesmerizing, causing you to stop in your tracks. You mouth, “OH MY GOSH!”, and it takes you over… like a magnetic force that you can’t resist.
Why, oh why, is this happening? Is it because you are weak and fail miserably when it comes to self-control? No, not at all. It’s simply because the merchandiser did his/her job and utilized the power of merchandising psychology! Say what? You heard me (or read me rather). Every single time we enter a retail establishment, we are subliminally being lured to “buy”. All sorts of merchandising strategies are being implemented to overcome the shopper resulting in a purchase.
It indeed matters what your product is however, it matters more how it is displayed (merchandised). Heaven knows I don’t need another makeup brush, but I am telling you, if the merchandiser creates an enticing enough display, they have me hooked, line and sinker. If you want to get all scholarly about the psychology of merchandising, be my guest. There are plenty of guides, books, and classes willing to take your money to learn the trade secrets. I however have never done such a thing and have had enormous merchandising success keeping a couple of basic rules in mind:
- Think in systems and groups
- Utilize vertical space and think three-dimensional
- Avoid using too many products in one presentation. Rather, use less but increase quantity.
- Create an “impulse buy” area next to your cash wrap
- Place the items you want to sell the most of at eye-level
- Use attractive colors and materials that support and enhance the presentations dynamics
- Lighting works wonders in drawing the eye, capturing your shoppers attention
- Use graphics, photography, and risers to add distinctiveness to your presentation, keeping the “product” central
- Evoke emotion! If you are able to connect at an emotional level to your buyer, you will get the sale
I invite you to browse through the growing collection of pictures, tips, and tricks on making your display an attention-grabber and money-maker! This advice will assist with setting up your: children’s boutique, fairy display, tutus, butterfly wings, craft show displays, how to set up at a craft show, merchandising your booth, tutu display, display hair bows, etc. If you are having difficulties with a particular booth layout or retail space, give me a shout and I’ll help any way I can.