Teach associates techniques that build add-on sales.
Since merchandising increases the average sales ticket without affecting overhead expenses, it’s an important way to improve your bottom line. Visual design concepts — such as color, lighting, balance and proportion — provide buying cues that trigger impulse purchases and increase average spend.
Effective merchandising makes shopping easier, encourages buying behaviors and increases sales floor productivity. This chapter shows employees how to use visual techniques and impulse strategies to create effective displays and enhance product promotion.
After completing this chapter, associates should be able to:
- Understand how merchandising affects store profits and sales floor productivity.
- Apply visual design principles and strategies for displays.
- Describe impulse merchandising techniques and results.
- Explain how impulse triggers prompt customers to buy.
- Identify appropriate products to use in impulse fixtures.
- Recognize merchandising opportunities in your store's impulse zones.
- Use your store’s layout, space allocation and customer paths to maximize sales.
The Advanced Merchandising chapter focuses on using visual and impulse merchandising to intrigue customers and increase sales. Topics include exterior and interior visual merchandising, common visual merchandising errors, and implementing an impulse merchandising plan.
This chapter also includes downloadable worksheets to help employees evaluate your store’s visual merchandising, identify customer paths and merchandising opportunities, conduct an impulse merchandising audit and develop an action plan.