Displays to Dollars - Discovering
"Buy Level" - Part 1
By Linda McKendry of VMP Consulting Ltd.
Goods to be sold must first be seen. But it’s what, when, where, why and how
they are seen that will affect sales and success the most. So, what is the
biggest problem in merchandising? The answer is “Height ‘n Light” or “Rise
‘n Shine” - not enough product is in prime selling space, and the lighting
is not correct! Let me ask you a question and together we’ll discover some
interesting things about how to make your customer’s shopping experience
better and increase your sales.
Question: What does a jewellery store display counter and the fresh
vegetable department at the grocers have in common?
Answer: All the products are displayed at waist or counter height level! In
both cases, very little product is displayed at once, however because of
where it is placed in relation to the shopper, there is a higher turn over.
In the case of jewellery, these are tiny treasures that have to be seen
close up to be appreciated and secured at the same time. The service
required to help the customer shop and compare is designed for the viewing
pleasure of the prospect and the convenience of the staff. Sharp, clear
halogen lighting focussed on the rings make the diamonds sparkle more and
the white or yellow golden glow of a watch band glimmer.
In the case of the vegetables, it’s also a matter of comparison, with more
touch and handling, picking and choosing, pinching and poking that’s
required to make the sale. Spot or sodium lights flood the fresh fruits and
vegetables with “day” light to show off degrees of freshness or little
imperfections that make us choose one apple over another. This area of the
store is being re-stocked all day long as fresh produce is rotated from the
backroom to the front.
Have you noticed how many of the modern stores, and lets take Canadian Tire
for example, are beginning to do this? They are lining up all the kitchen
and gourmet items on a single shelf at eye-level, and in some cases even
lighting it. Then they put back up stock on the shelves just above or just
below so the shoppers can conveniently take the boxed item. They do this
because they have identified that the areas above comfortable reach are for
feature displays (seen from a distance as the shopper approaches), signs or
back-up stock. The areas below comfortable reach are for taller items that
naturally stand on the floor (e.g. furniture, planters) or back-up
inventory.
If you have to put items in the spaces above or below that are not back-up
stock, or naturally tall items, then pick “bread and butter” items for this
space that your customers use and need on a regular basis. Shoppers don’t
mind bending or stretching to reach something for which they consume
regularly. Your local drug store and grocers are masters at putting your
favourite laundry detergent or toilet paper brand in this space, while they
reserve the eye level spaces for the higher ticket, impulse or new items.
This helps you know which spaces to assign for specific items.
Eye-level is BUY level. Prime selling space on the human body is between eye
level and the waist. The space up to comfortable reach and down to the knees
is also part of “buy level”. This applies whether you are presenting your
line of products at the kitchen table of a prospect, catering to wheelchair
shoppers in a Hospital gift shop, or merchandising for “browsers” in a
typical fixtured store. Whenever you can put 80 percent of your products
within comfortable reach and close to eye level, you will increase your
sales automatically!
You can increase sales in the average fixtured store by raising ALL the
fixtures so that the bottom shelf is 12-18” off the floor. Put them on bases
or platforms. The best approach is to design bases that are like cabinets
that are finished all around with doors or drawers. This puts covered
storage space right on the floor and near the products. This is ideal for
things like gift boxes, out of season props, back up stock, cleaning
supplies and tools. This is another advantage for the owner of a small shop
where going into the back might leave your shop unattended and tempt the
shoplifter.
Vertical merchandising is encouraged over horizontal merchandising. Rather
than putting a different product line on each shelf of a shelved fixture, so
that some is high and some is low, I encourage people to put a few of each
product on each shelf. But lined up vertically, why? It puts a greater
variety of items within prime selling space of more types of buyers. It also
makes lighting easier, as you only need to light the shelf at “buy level”
where the greatest variety of merchandise is on display.
There is a perception that whatever is outside of our comfortable reach is
not of the same value. For one thing, we can’t identify important details -
like the price tag - and for another, we have to get into an uncomfortable
position, like bending or crouching down, to examine features. By bringing
more items up to comfortable reach, we alleviate that assumption in the
minds of our customer and encourage the handling of a product. Once the
shopper handles it, it’s more likely to be sold.
Figure out the “buy level” of your customer within the shopping experience
that you use with your prospects, whether you go to them, or they come to
you. Place the most product within that space, light it, and watch the sales
soar!
Watch for Part 2 on how to show more product in less space and still look
good in the upcoming Nov/Dec issue of Rising Women Magazine.
Linda McKendry, of VMP Consulting Ltd. is a Visual Merchandising
Presentation Consultant & author. She specializes in consulting, instructing
& public speaking on the Science & Art of Merchandise & Display. Contact
Linda at 403.256.6890 or visit
www.todaysdisplays.com |
