THE PULSE MERCHANDISING Make Your Walls an Adventure If you want your customers to engage with travel gear, you'll need to make them want to get out and explore. Follow these simple steps for more sales and happier travelers. by Betsy Bertram Want to merchandise your travel section in an engaging way that tells a story? See yourself creating a journey for your customer that invokes a sense of adventure. Begin by making the backdrop or wall a part of the merchandising. Choose elements and props that reflect the travel theme. Play with height and get creative with your use of space. As you merchandise, put yourself in the customer's shoes and take in the products as if you've landed on the other side of the world in a place you know nothing about. CENTRAL THEME Choose a fun theme that ties together the products and gives the story you are telling a clear focus. The theme of travel 10 OUTDOOR RETAILER cohesively connects the bags, books, hydration, and accessories from diverse brands and categories. importantly, improve your customer service by thinking of everything your customer needs. LEVELS COLOR Use fun colors to create contrast and pop. Colors also help break up space. Choose a backdrop that plays well with lots of different colors that will stay relevant in different seasons with ever-changing color palettes. Different levels draw our attention. Don't let the higher-up spaces in your store be wasted. Find creative solutions with hooks and shelves. Bigger bags that are difficult to display on the floor work well hung up where they can be seen from different parts of the store. ACCESSORIZE Think of some of the essential accessories you would take with you on an adventure. These items are great up-servicing pieces to enhance your customer's trip. Accessory sales add up quickly to make a meaningful impact on your business and, more / Summer 2019 TEXTURE Using elements from nature and art give texture to a display. They are the details that make the story interesting. Have fun with this and let your creativity shine. Customers love coming into shops that feel one of a kind. O.R. Photograph by Andrew Kornylak