Chris Miller, owner of Pacif- ic Store Designs in Garden Grove, Calif., said many
retail stores have integrated his
merchandising techniques over
the past 35 years with fantastic
results. Oftentimes, Miller added, stores have boasted upward
of 30 percent increases in sales
just from re-merchandising
1. Keep your store clean.
Customers relate cleanliness to
newness and value. If you cannot
keep your store clean, there is no
point in attempting to apply the
remaining merchandising basics.
2. Face and front daily, hourly and continually. Move each
product to the front of the shelf
and face each product label
square for best viewing. Products
that hang on hooks should be
3. Spread to fill. Empty space
kills sales. You want to give the
appearance of abundance. If a
product sells out, replace it with
another product until you can
restock. Double face products
to double the exposure of the
4. Follow the two-finger rule.
Just as horizontal empty space
can kill sales, so can vertical
space. Shelves should be spaced
so there is no more than a two-fin-ger-wide space between the top
of the product and the bottom of
the shelf above.
5. Create color blocks and
breaks. Strategically place color
items so that they each stand out.
For example, place a white product between two blue ones and
run color vertically to draw the
customer’s attention down to the
6. Lean to the right. Eighty
percent of the population veers
to the right when entering a store.
The English language reads from
left to right, and the majority of
the population is right handed.
Therefore, by positioning more
expensive items to the right, you
ensure optimum visibility and
sales in a population primed for
7. Price merchandise on the
back or on the bottom. Consumers generally buy value, not price.
You have a better chance of selling a product if they read the label before they read the price tag.
Keep in mind that, if they pick up
the product, you have a 50/50
chance of making a sale.
8. Display heavy items at the
bottom and lighter items on top.
This establishes a natural flow
of merchandise and keeps products and displays from being top
heavy. We never want to shade
a product from ambient light, either from the actual product itself
or by a shelf above a peg-hook
9. Throw a visual curve. A visual curve is the tiering of products like a pyramid. This allows
overhead light in the store to hit
the edges of each item. You also
can achieve a visual curve by using shelves and hooks of different
sizes in progression.
10. Avoid the Manhattan skyline. Keep the general top line of
sight even and appealing to the
eye. This will allow focal points or
other featured displays to stand
out. “Less is more” applies to this
technique. Focal points should
not compete. If they get too close
together, the Manhattan skyline
falls back into play.
Think of your sets as a 4-foot store to show how you want products in each
4-foot section merchandised. Take photos to retain product locations and the
overall image that will need to be maintained on a daily basis.
Use the photos that you have taken of your merchandising sets and make
your own workbook. This will give your employees a ready-made training aid to
teach them correct merchandising. If a product sells out and another item replaces it, the photo will show what the original product was and the location. Also,
take photos of seasonal displays so you can remember and/or train future staff.
10 Commandments of Merchandising
TIPS FOR ENDCAP DISPLAYS
More than 10 to 30 percent of a store’s sales can be generated from correctly
merchandised endcaps. Plan your purchases and use these areas to show off new
and price point merchandise. Use the following rules:
• Display no more than two products. Don’t display a manufacturer’s entire
line. Limit yourself to two SKUs and try to use products in different colors.
• Display related products. Using two related products doubles your chances
for an add-on sale.
• Display abundance. There is a cycle to displays; perception of abundance
equates to volume. No one ever wants to buy the last one. Just like at home, no
one wants to take the last piece of pizza.
• Display signage. Preferably professionally printed and framed.
• Display activity. Trigger sales sooner by removing one product to show buying