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"Consumer response to the entire store has been very favorable and the store is experiencing very good first year sales.
Again, my thanks for your contribution to the Western Auto in-store marketing plan."
- Dan Wilson
Executive V.P. of Retail for Western Auto
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A well-merchandised store is appealing. It has a personality. It has “eyes” which talk to the customers.
It makes shopping painless.
It stimulates impulse purchases.
It yields better volume, profits, and margins.
It is a fun place to visit, and a fun place to work.
“Doing” merchandising well is a multi-step process.
First, organize products into logical categories and departments.
Next, organize those into sections within each department.
Example: car care is the category, appearance chemicals the department, and wax/polish the section.
Third, focus on on-shelf production presentation.
Where? High? Low? Right? Left?
Balance SKU mix against space performance profitability.
Next, do a mockup in as full a real-life simulation as possible.
Today’s computers and printers can produce life-size, four-color, nearly three-dimensional mockups for store planners to see. They look at it from the consumer’s perspective this way.
Fifth, tweak the mockup.
Sixth, develop the required graphics to reinforce the merchandising statement.
Next, consider a “power statement” to enhance the merchandising positioning statement. A “Parts Center™”, an Automotive Repair Learning/Teacher Center™, a Truck Accessories Center™.
Then, work on the checkout/cashier stations where add-on or impulse purchases can happen. Make it sales-friendly. Make it efficient from both store associate and customer point-of-view.
A well-merchandised store provides
- excellent communications with customers
- organized, easy to find and buy, merchandise
- exceptionally good use of available space
- bottom-line benefits.
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