Marketing 101

Most small business owners don’t have a degree in retail merchandising, so creating a sales space that invites shoppers to spend money can be challenging. There is definitely a science behind product placement, color, and display that can help or hinder your profitability.

But who has time to scour the internet for insight on how to become a merchandising aficionado and run a business? That’s what we thought. We did the heavy lifting to bring you a “Cliff Notes” version of the most common elements of retail merchandising. Check it out…

Color:

This is a very important part of marketing and merchandising. When you walk through your salon what grabs your attention? Do the colors contrast to make your merchandise stand out? Do your high-end products get lost behind other, more brightly colored products? Consider what you want to sell and adjust your merchandise, so your colors guide your sales, rather than confusing or overwhelming customers.

Attention Grabbers:

Digital signs or special lighting can help guide attention to the product you want to highlight. Get creative with your signage.

 

Tell a Story:

People don’t buy products; they buy a feeling. Think about your ideal customers. What feeling are they looking for? Is it relaxation, fun, or excitement? How can you use your products to convey that message?

What will appeal to which audiences? What is the “hero product” that you want to feature? You can use your story to improve your color scheme, focal points, and overall layout, creating one unified customer journey with visual merchandising.

Space, The Final Frontier:

We all know empty shelves are a bad thing but having too much can also be a problem. A good rule of thumb is to have your products evenly spaced across the width and depth of your shelves with enough space between them for customers to shop comfortably. A two-finger width is perfect. Make sure you use the same rule between the top of the shelf and the product.

Let’s apply that to your customer's perspective, and say it takes a customer 5-10 minutes to find a product they are looking for. Many customers won’t bother searching and go elsewhere or purchase something different at a lower price point.

Avoid this frustration, by having your best-selling products easy to reach and find. That includes displaying them correctly on your shelf, which means placing them either at eye level or lower.

Speaking of space, don’t waste valuable real estate on items that slander your business or don’t turn a profit. Yes, we’re talking about the dusty plant that never gets cleaned or the Cosmo Magazine that promotes anti- tanning propaganda.

Drop It Where It’s Hot:

Create “Hot Spots” to feature items you want to move. Use this for new products to create awareness. How often are you busy and forget to mention new items? This helps give you an extra chance to spread the word and sell more products.

Instagram is a great place to show off your products and promote your salon, so why not create displays that are Instagrammable and gain some free exposure? Go for the” wow” factor. You could also add a sign to prompt shoppers to take selfies with your display and tag your store in their posts.

 

5 Rights to Live By:

• Right Product
• Right People
• Right Time
• Right Way
• Right Price

Product- Not everyone will like what you like. The key to mastering the first R is to know what people want before they do.

 People- Once you know what you are going to sell you must get it in front of the right people. For example, if you're selling snow skis you probably don’t want to do it in Hawaii, but if you’re in Colorado you’ll do well. Know your customers and what they want.

Time- Have you ever heard “If you’re not first, your last”? In sales this holds true. You have to strike while the iron is hot! Don’t wait until an item is popular, a competitor has it, or the market is saturated with it. People want to be first, and they want it now. This is why you see people camped out for the new iPhone release every year.

Way- Remember the storytelling above? How you sell is as important as what you sell. If you put a $100 bottle of lotion in a plastic cup to sample does that say high end? Paint the picture you want the customer to feel or experience by buying your items.

Price- Does the perceived value match the price tag? Consider the benefits, who will buy it, its popularity, and the lifestyle it represents. Now apply it to all the RIGHTS above.

 

Need more help and ideas? Call your dedicated Business Support Representative at Heartland. We’re always here to support you!