Outdoor Retailer - Summer 2018 - 12

THE PULSE
must-haves. Yes, energy bars-local options
along with the 7-Eleven varieties-are musthaves, but water, sunblock, climbing chalk,
surf wax, tubes, free air, and wrenches for bicycles are also all great introductory items that
get people in your door and onto your team.
SEE CLEARLY NOW: It sounds simple, but it is
shocking how many shops place their tallest
fixtures at the front of their store, blocking the
view to the back. Build entry and feature displays from the floor up. Start with low risers and
platforms to define the display space, then add a
nesting table with a few risers or talkers to break
up the surface a touch. For a taller statement,
you can utilize a mannequin in the composition.

MERCHANDISING

How to Nail It
Feeling out of your element when it comes to creating merchandising
that transforms your store and gets the attention of distracted
customers? Take a deep breath and follow these simple dos and don'ts
for immediate success. by Jeanine Pesce
WHEN IT COMES TO MERCHANDISING, FOLLOW THIS ONE BIG NUGGET OF ADVICE: SPEAK

to your potential customers. If you stop chasing consumers and simply let them
know you have a compelling, inspiring assortment, they will most likely become
customers, maybe even friends, for life. Here is a simple guide to how to do that.
DO

CREATE ZONES: Approach merchandising
from the vantage point of the consumer's lifestyle. Offer articulated zones where they can
explore multiple products intended for one
activity. For example, feature a bike zone with
an eclectic mix of apparel and hardgoods,
maps, accessories, gadgets, and energy supplements in a variety of price points. Provide
options for both casual and core shoppers.
MAKE THE MOST OF MATERIALS: Think about
the materials that would appeal to your customers' interests. Approach fixtures from
a high-low perspective. Natural materials

12 OUTDOOR RETAILER

/ Summer 2018

mixed with climbing ropes, plywood, and colorful accents create a dynamic environment.
Use unexpected materials in new ways.
SET THE MOOD: Become a destination that is
about more than just shopping. Create an inviting environment. Offer shoppers water-
tap is fine, just transfer it to a nice pitcher-
and always keep a neutral candle burning
behind the counter. Make sure the thermostat
is aligned with the temperature outside.
GRAB 'N GO: Is your shop on the way to the
hill or trailhead or maybe along a big cycling
route? Stock up on essential last-minute

TELL FULL-CIRCLE STORIES: Show a complete
product story surrounding a specific activity or customer. Try to make every visit be
a surprise for them. Frequent features and
evolving product stories are a must. Think in
terms of vignettes, not individual pieces.

DON'T

OVER STIMULATE: Too much merchandise on
the floor at once can be an eyesore and may
create an overwhelming shopping environment. Digging product out of piles can be
daunting, so make it easy for your customers
to browse. Bric-a-brac and clutter, although
charming, can make a store feel dated. We
can't tell you how many metric tons of decorative seashells we've removed from surf shops.
STACK: There is absolutely no need to display
every single size of every single SKU out on
your sales floor. If you can manage to back
stock, you should. If this means clearing out
the back of your shop and reorganizing-you
just need to make the time to do it. Also, anything out of season should be cleared out.
GO POP CRAZY: POP from brands should be
used sparingly. Is it your shop or theirs? Those
sexy fixtures that accompany minimum buys
are nice at first, but nearly 100 percent of retailers end up filling the fixtures with other brands'
product. That does nothing but confuse your
customers and tell a muddy story. O.R.

Lisa Dougherty

GET IN FORMATION
Your merchandise
can speak volumes
by telling curated,
dimensional
product stories.

Outdoor Retailer - Summer 2018

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