Outdoor Retailer - Winter 2016 - 12
THE PULSE
"IF YOU DON'T OWN IT,
YOU CAN'T SELL IT. THIS
IS THE PITFALL OF MANY
MERCHANDISING TECHNIQUES."
THINK OUT-OFTHE-BOAT
Creative displays
like this canoe
shelf show off hot
accessories.
Merchandising these "littles" can be one of the
more challenging aspects of the winter season.
Because the count can be high, but the overall
price low, it is hard to justify giving a lot of real
estate for these smaller items. However, there
are some simple ways to make your winter accessories an easy addition to your assortment.
Good merchandising offers the opportunity
to combine aesthetics, business acumen and
customer demand into a picture that has the
power to make or break sales in any given category. The approach should be proactive instead of a reactive. Before you begin, ask yourself a few simple questions, which will help lay
the foundation for a solid season.
THE NITTY GRITTY
Winning the Winter
Come the cold season, small, warm accessories are almost guaranteed to move, but they are all too often an afterthought. Take the time
to follow these merchandising guidelines and you will see a big
difference in sales. by Jordan Martindell
WINTER ACCESSORIES ARE SMALL, THEY CAN BE MESSY AND THERE ARE A LOT OF THEM.
However, if you treat winter accessories with the same care and thought you
give to other key business drivers, you will see a dramatic difference in your
bottom line. These small purchases can add anywhere from $40-$100 to each
transaction.
12 OUTDOOR RETAILER
/ Winter 2016
What kind of real estate do you have in your
store for winter accessories?
If you are intending to generate 25 percent
your of volume in accessories but only have
a small corner of real estate allocated to this
task, you are setting yourself up for failure.
What are your key business drivers in each
category of winter accessories?
Do you have a "top five" list of scarves, hats,
gloves and wraps? If so, does your sales team
know what they are? How can you create enthusiasm around those items as "add ons" for
the season? Has your staff tried them on or
outfitted them in a mock-selling scenario?
What kind of inventory do you own in those
key business drivers?
If you don't own it, you can't sell it. This is the
Photographs by Andrew Kornylak
All photos taken at Great Outdoor Provision Co., Chapel Hill, North Carolina.
What percentage of our sales come from
winter accessories?
If 25 percent of your volume comes from winter accessories, is 25 percent of your real estate
allocated to those items?
Outdoor Retailer - Winter 2016
Table of Contents for the Digital Edition of Outdoor Retailer - Winter 2016
Outdoor Retailer - Winter 2016
Contents
The Pulse
Nitty Gritty
Case Study
Global Perspective
Big Picture
Ideas
The Conversation
Mike Donohue
Andrea Westerlind
The Hotlist
The Tannery
Playchecks
Bread+Butter
Hardgoods
Baselayers
Insulators
Hot Sellers
The View
How I Got Here
The Rep Life
From the Road
Closer
Outdoor Retailer - Winter 2016 - Outdoor Retailer - Winter 2016
Outdoor Retailer - Winter 2016 - Cover2
Outdoor Retailer - Winter 2016 - 1
Outdoor Retailer - Winter 2016 - 2
Outdoor Retailer - Winter 2016 - 3
Outdoor Retailer - Winter 2016 - Contents
Outdoor Retailer - Winter 2016 - 5
Outdoor Retailer - Winter 2016 - 6
Outdoor Retailer - Winter 2016 - 7
Outdoor Retailer - Winter 2016 - 8
Outdoor Retailer - Winter 2016 - 9
Outdoor Retailer - Winter 2016 - 10
Outdoor Retailer - Winter 2016 - The Pulse
Outdoor Retailer - Winter 2016 - Nitty Gritty
Outdoor Retailer - Winter 2016 - 13
Outdoor Retailer - Winter 2016 - 14
Outdoor Retailer - Winter 2016 - 15
Outdoor Retailer - Winter 2016 - Case Study
Outdoor Retailer - Winter 2016 - 17
Outdoor Retailer - Winter 2016 - 18
Outdoor Retailer - Winter 2016 - 19
Outdoor Retailer - Winter 2016 - Global Perspective
Outdoor Retailer - Winter 2016 - 21
Outdoor Retailer - Winter 2016 - Big Picture
Outdoor Retailer - Winter 2016 - 23
Outdoor Retailer - Winter 2016 - 24
Outdoor Retailer - Winter 2016 - 25
Outdoor Retailer - Winter 2016 - Ideas
Outdoor Retailer - Winter 2016 - The Conversation
Outdoor Retailer - Winter 2016 - 28
Outdoor Retailer - Winter 2016 - 29
Outdoor Retailer - Winter 2016 - 30
Outdoor Retailer - Winter 2016 - 31
Outdoor Retailer - Winter 2016 - Mike Donohue
Outdoor Retailer - Winter 2016 - 33
Outdoor Retailer - Winter 2016 - Andrea Westerlind
Outdoor Retailer - Winter 2016 - 35
Outdoor Retailer - Winter 2016 - The Hotlist
Outdoor Retailer - Winter 2016 - 37
Outdoor Retailer - Winter 2016 - 38
Outdoor Retailer - Winter 2016 - 39
Outdoor Retailer - Winter 2016 - 40
Outdoor Retailer - Winter 2016 - 41
Outdoor Retailer - Winter 2016 - The Tannery
Outdoor Retailer - Winter 2016 - 43
Outdoor Retailer - Winter 2016 - 44
Outdoor Retailer - Winter 2016 - 45
Outdoor Retailer - Winter 2016 - Playchecks
Outdoor Retailer - Winter 2016 - 47
Outdoor Retailer - Winter 2016 - 48
Outdoor Retailer - Winter 2016 - Bread+Butter
Outdoor Retailer - Winter 2016 - Hardgoods
Outdoor Retailer - Winter 2016 - 51
Outdoor Retailer - Winter 2016 - 52
Outdoor Retailer - Winter 2016 - 53
Outdoor Retailer - Winter 2016 - Baselayers
Outdoor Retailer - Winter 2016 - 55
Outdoor Retailer - Winter 2016 - 56
Outdoor Retailer - Winter 2016 - 57
Outdoor Retailer - Winter 2016 - Insulators
Outdoor Retailer - Winter 2016 - 59
Outdoor Retailer - Winter 2016 - Hot Sellers
Outdoor Retailer - Winter 2016 - 61
Outdoor Retailer - Winter 2016 - 62
Outdoor Retailer - Winter 2016 - 63
Outdoor Retailer - Winter 2016 - The View
Outdoor Retailer - Winter 2016 - 65
Outdoor Retailer - Winter 2016 - 66
Outdoor Retailer - Winter 2016 - 67
Outdoor Retailer - Winter 2016 - 68
Outdoor Retailer - Winter 2016 - 69
Outdoor Retailer - Winter 2016 - 70
Outdoor Retailer - Winter 2016 - 71
Outdoor Retailer - Winter 2016 - How I Got Here
Outdoor Retailer - Winter 2016 - 73
Outdoor Retailer - Winter 2016 - The Rep Life
Outdoor Retailer - Winter 2016 - 75
Outdoor Retailer - Winter 2016 - From the Road
Outdoor Retailer - Winter 2016 - 77
Outdoor Retailer - Winter 2016 - 78
Outdoor Retailer - Winter 2016 - 79
Outdoor Retailer - Winter 2016 - Closer
Outdoor Retailer - Winter 2016 - Cover3
Outdoor Retailer - Winter 2016 - Cover4
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