Easy navigation, clever merchandising create more sales

Jacques Loubser, national sales manager of Pyrotec PackMedia, maintains, "An easy-to-navigate layout, combined with clever merchandising, is the key to improving the shopping experience. One way to attract and hold the customer's attention is to create an environment that is conducive to shopping, by using compelling, interchangeable store merchandising innovations that make it simple for shoppers to locate what they are looking for, and for retailers to promote and sell what they are displaying."

Eight merchandising tips

1. Streamline the experience. By making your destination departments simple to navigate, customers are able to swiftly locate the items they are searching for, allowing them more time to browse for related products. "Bundle complementary items together and ensure desired products are easily accessible. Contrary to popular belief, forcing your customers to hunt through the entire store in search of the one item they need will not lead to increased sales - only a rushed and annoyed shopper." The company's Do-It Adhesive Display Strips provide a practical way to display products vertically where customers can see them and allow you to group complementary products together.
   
2. Assist customers in finding what they need - use clear signage and make sure various departments and categories are easily distinguishable. Ensure popular or promotional items are visible and prominently displayed. Do-It Hang Tabs are especially helpful in drawing attention to promotional items. "In short, make it as simple for your customers to locate what they need."
   
3. Organise products in a shopper-friendly manner - a large variety of similar products can confuse and overwhelm a shopper. Arrange products in accordance with the criteria that customers use to select their purchases. For example, if a customer selects a pair of shoes based on style first, arrange them foremost by style, then size.
   
4. Make products clearly visible - although it sounds obvious, certain items are often overlooked as they are not easily visible. Position displays so that they do not block other products and ensure goods are shelved at comfortable heights. Look for innovative ways to highlight products to best advantage, rather than simply stacking them on a shelf.
   
5. Draw attention to new products - focus your customers' attention on new products through clever merchandising and displays. Placing products on aisle-end displays, hosting demonstrations and using Do-It Display Strips to call attention to promotional items are all great ways of making your customers take notice.
   
6. Remember to keep it tidy - untidy aisles, out-dated signage and over-packed shelves will confuse your customers and hamper their ability to find what they need. Make sure your shelves are neatly organised and remove irrelevant signage.
   
7. Is it fresh and relevant? There is more to keeping your store looking fresh than simply removing old or out-of-season items. Constantly updating merchandising and improving the store layout will add to your customers' unique experience.
   
8. Constantly evaluate your performance - maintaining a customer-focused approach is the key to a successful business. It is important to monitor and evaluate your customers' experience on a regular basis. In-store surveys, follow-up phone calls or simply even observing your customers all help you to gain insight as to how you can make your store more shopper-friendly.