The Essentials of Merchandising for Small General Merchandise Stores

In-store merchandising is a critical component for small general merchandise chains and mom-and-pop stores, particularly those offering a diverse range of apparel. The goal is to create a shopping environment that is visually appealing, strategically organized, and designed to encourage customers to explore and purchase a variety of products. Effective merchandising goes beyond simply placing items on shelves; it involves creating an inviting and efficient shopping experience that maximizes sales.

Basics of Merchandising

Merchandising is about how products are presented to customers, with the aim of making the shopping process as smooth and intuitive as possible. A well-executed merchandising strategy guides customers through the store, highlights key products, and ensures that even smaller, often overlooked items (such as socks) are easy to find. The overall objective is to create a cohesive environment where every element—from product displays to store layout—works together to drive sales.

5 To-Do’s for Better Merchandising

1. Leverage Eye-Level Product Placement: Placing products at eye level increases their visibility and the likelihood of purchase. This strategy is particularly effective for new or high-margin items but can also be applied to everyday essentials. Ensuring that popular items are at eye level helps remind customers of what they might need while making it easier for them to find these products.
2. Create Compelling Window Displays: Your window display is your store’s first impression. Use bright colors and seasonal themes to draw potential customers inside. Highlighting a variety of apparel items in the window can create a visual narrative that appeals to different customer needs, subtly encouraging them to explore the store further.
3. Implement Cross-Merchandising: Cross-merchandising involves placing related products together to increase the likelihood of additional purchases. For example, positioning belts and bold patterned novelty socks near men's pants or putting heavy slouch socks close to ladies lounge wear not only makes sense for customer convenience but also encourages them to purchase complementary items they may not have initially considered.
4. Maintain a Clean and Organized Space: A well-organized store is inviting and encourages customers to spend more time browsing. Regularly tidying up displays and ensuring that aisles are clear can make the shopping experience more enjoyable. Keeping the store clean and organized also helps customers easily locate the products they need, leading to a more efficient shopping experience.
5. Refresh Displays Regularly: Rotating displays regularly keeps the store looking fresh and dynamic, which can encourage repeat visits. Highlight seasonal or new products prominently, and consider changing key displays, such as those at the front of the store, on a weekly basis. This strategy helps keep customers engaged and provides opportunities to showcase different products throughout the year.

By focusing on these fundamental merchandising strategies, your store can create a more engaging shopping environment that not only attracts customers but also encourages them to explore and make purchases across a range of products. Remember, small changes can have a big impact on the average cart value which can have a huge impact on your bottom line. 

Happy selling!

References

1. Shopify. "Retail Merchandising 101: Get Started with In-Store Merchandising." Shopify, https://www.shopify.com. Accessed September 1, 2024.
2. Dotactiv. "5 Must-Know Merchandising Principles For All General Merchandisers." Dotactiv, https://www.dotactiv.com. Accessed September 1, 2024.
3. Wholesale Central. "Back to Basics: Freshen Up Your Store with Merchandising 101." Wholesale Central, https://blog.wholesalecentral.com. Accessed September 1, 2024.
4. ICSC. "11 Retail Merchandising Best Practices to Follow in Your Store." ICSC, https://www.icsc.com. Accessed September 1, 2024.
5. KORONA POS. "9 Retail Merchandising Tips for Small Businesses to Grow Sales." KORONA POS, https://www.koronapos.com. Accessed September 1, 2024.