# Outdoor Retailer - March 2021 - 11

```these areas. If you are losing sales, is it due
to sell-through and inventory issues? Is the
wrong item merchandised on the fixture?
Can you bring a stronger item to the surface
in order to generate more sales? If you are
gaining more than your average, why? Is the
storytelling strong? Is there a good balance
of higher price points vs. key items? Do you
need to swap out items on the surface due to
such a high-performing week? Asking these
questions will allow you to identify trends in

WORTH IT?
Calculate cost per surface

RETAIL 101

Learn which fixtures in your store are generating the most
sales dollars with this simple activity. by Jordan Martindell

Lauren Danilek

KNOWING WHERE AND HOW PRODUCTS ARE
moving out of your store makes the very best
merchants. I like to remind business owners
that " hope is not a business plan, " and one of
the best ways to drive business in a retail environment is to know your flow of product. This
can mean a lot of things, but one way to delve
into how your store is performing is by analyzing your cost per surface.
What is cost per surface? Cost per surface
equals the amount of sales generated on an individual surface/fixture. This could be a rack,
a table, a shelf, but typically these surfaces are
in visible, high-traffic areas where customer
conversion is frequent.
HOW?
Calculate cost per surface by taking all of the
items that sold from your surface in one week
and adding them together. Let's use a table
with a shirt (\$58), sweater (\$98), travel book
(\$19), and pair of pants (\$118). If you sold 25

shirts, 35 sweaters, 5 books, and 15 pairs of
pants, you would calculate it like this: \$58(25)
+ \$98(35) + \$19(5) + \$118(15) = \$6,745.
If your store generated \$125,000 for the
week, that surface contributed 5% of your
sales.
Pick a few more key fixtures and determine
their cost per surface. You will want to do this
activity for about a month (or two) to get an
average number. This average will become
your expected goal number for each surface.
By knowing this number, you can set an expectation for this surface (its goal is to be 5%
of weekly sales, etc.).

WHY?
Knowing cost per surface allows you to get
a better sense of how your merchandising
and fixture real estate impacts your final
sales numbers. During store walkthroughs,
assess your top-selling fixtures and determine if you are losing or gaining sales in

TROUBLESHOOTING
What if my display is supposed to last for
multiple months? This is a question with
which a lot of retailers struggle and is a situation to which retailers should respond with
urgency. If your surface that is supposed to
generate 5% of your sales starts to underperform after a couple of weeks, you need
to change something fast. Do not waste a
strong piece of real estate on products that
have sold through and are piecey (no longer
have full size runs, color runs, etc.). Are there
similar items you can swap out that will yield
the same results? You can typically maintain
a well-selling surface for multiple weeks,
but, at some point, when you have sold
through much of the merchandise, retailers
should feel empowered to reimagine those
surfaces with a fresh perspective.
TAKEAWAYS
* You can't " hope " your way into strong sales
performance.
* Knowing which areas in your store
generate the most sales dollars can help
you make strong, impactful merchandising decisions.
* Identifying trends in overperforming/
underperforming fixtures gives you
information to apply to other areas of
* Being a proactive merchandiser and
positively.
* After performing this activity in detail
for a few months, this information will
become intuitive. O.R.
March 2021 / OUTDOOR RETAILER 11

```

# Outdoor Retailer - March 2021

Outdoor Retailer - March 2021
CONTENTS
THE PULSE
MAREKTING
RETAIL 101
CASE STUDY
IDEAS
THE WEEKLY CHAT
OUTDOOR RETAILER WINTER ONLINE
THIS LAND IS OUR LAND
GEAR GALLERY
HOT PICKS
THE VIEW
FIELD NOTES
#REPLIFE
BACKSTORY
Outdoor Retailer - March 2021 - Outdoor Retailer - March 2021
Outdoor Retailer - March 2021 - Cover2
Outdoor Retailer - March 2021 - 3
Outdoor Retailer - March 2021 - CONTENTS
Outdoor Retailer - March 2021 - 5
Outdoor Retailer - March 2021 - 6
Outdoor Retailer - March 2021 - THE PULSE
Outdoor Retailer - March 2021 - HEADLINES
Outdoor Retailer - March 2021 - 9
Outdoor Retailer - March 2021 - MAREKTING
Outdoor Retailer - March 2021 - RETAIL 101
Outdoor Retailer - March 2021 - CASE STUDY
Outdoor Retailer - March 2021 - 13
Outdoor Retailer - March 2021 - IDEAS
Outdoor Retailer - March 2021 - THOUGHT LEADER
Outdoor Retailer - March 2021 - THE WEEKLY CHAT
Outdoor Retailer - March 2021 - OUTDOOR RETAILER WINTER ONLINE
Outdoor Retailer - March 2021 - THIS LAND IS OUR LAND
Outdoor Retailer - March 2021 - 19
Outdoor Retailer - March 2021 - 20
Outdoor Retailer - March 2021 - 21
Outdoor Retailer - March 2021 - BREAD + BUTTER
Outdoor Retailer - March 2021 - GEAR GALLERY
Outdoor Retailer - March 2021 - 24
Outdoor Retailer - March 2021 - 25
Outdoor Retailer - March 2021 - 26
Outdoor Retailer - March 2021 - HOT PICKS
Outdoor Retailer - March 2021 - 28
Outdoor Retailer - March 2021 - 29
Outdoor Retailer - March 2021 - THE VIEW
Outdoor Retailer - March 2021 - 31
Outdoor Retailer - March 2021 - 32
Outdoor Retailer - March 2021 - 33
Outdoor Retailer - March 2021 - 34
Outdoor Retailer - March 2021 - 35
Outdoor Retailer - March 2021 - FIELD NOTES
Outdoor Retailer - March 2021 - 37
Outdoor Retailer - March 2021 - #REPLIFE
Outdoor Retailer - March 2021 - 39
Outdoor Retailer - March 2021 - BACKSTORY
Outdoor Retailer - March 2021 - Cover3
Outdoor Retailer - March 2021 - Cover4
https://www.nxtbook.com/emerald/outdoorretailer/thedailyguidess23
https://www.nxtbook.com/emerald/outdoorretailer/dailySM2022_Day3
https://www.nxtbook.com/emerald/outdoorretailer/dailysm2022_Day2
https://www.nxtbook.com/emerald/outdoorretailer/dailySM2022_Day1
https://www.nxtbook.com/emerald/outdoorretailer/daily2022_Day3
https://www.nxtbook.com/emerald/outdoorretailer/daily2022_Day2
https://www.nxtbook.com/emerald/outdoorretailer/daily2022_Day1
https://www.nxtbook.com/emerald/outdoorretailer/daily2021_day3
https://www.nxtbook.com/emerald/outdoorretailer/daily2021_day2
https://www.nxtbook.com/emerald/outdoorretailer/daily2021_day1
https://www.nxtbook.com/emerald/outdoorretailer/outdoor-retailer-august-2021
https://www.nxtbook.com/emerald/outdoorretailer/outdoor-retailer-july-2021
https://www.nxtbook.com/emerald/outdoorretailer/outdoor-retailer-june-2021
https://www.nxtbook.com/emerald/outdoorretailer/may_2021
https://www.nxtbook.com/emerald/outdoorretailer/april_2021
https://www.nxtbook.com/nxtbooks/outdoorretailer/march_2021
https://www.nxtbook.com/nxtbooks/outdoorretailer/february_2021
https://www.nxtbook.com/nxtbooks/outdoorretailer/january_2021
https://www.nxtbook.com/nxtbooks/outdoorretailer/december_2020
https://www.nxtbook.com/nxtbooks/outdoorretailer/theweekly_07302020
https://www.nxtbook.com/nxtbooks/outdoorretailer/theweekly_07212020
https://www.nxtbook.com/nxtbooks/outdoorretailer/2020summer
https://www.nxtbook.com/nxtbooks/outdoorretailer/theweekly_07072020
https://www.nxtbook.com/nxtbooks/outdoorretailer/theweekly_06302020
https://www.nxtbook.com/nxtbooks/outdoorretailer/theweekly_06232020
https://www.nxtbook.com/nxtbooks/outdoorretailer/theweekly_06162020
https://www.nxtbook.com/nxtbooks/outdoorretailer/theweekly_06092020
https://www.nxtbook.com/nxtbooks/outdoorretailer/theweekly_06022020
https://www.nxtbook.com/nxtbooks/outdoorretailer/theweekly_05272020
https://www.nxtbook.com/nxtbooks/outdoorretailer/theweekly_05192020
https://www.nxtbook.com/nxtbooks/nxtbook_bhtest/weeeekly_05052020__JJ
https://www.nxtbook.com/nxtbooks/outdoorretailer/theweekly_05122020
https://www.nxtbook.com/nxtbooks/outdoorretailer/theweekly_05052020
https://www.nxtbook.com/nxtbooks/outdoorretailer/postshow2020
https://www.nxtbook.com/nxtbooks/outdoorretailer/daily2020_day3
https://www.nxtbook.com/nxtbooks/outdoorretailer/daily2020_day2
https://www.nxtbook.com/nxtbooks/outdoorretailer/daily2020_day1
https://www.nxtbook.com/nxtbooks/outdoorretailer/preshow2020
https://www.nxtbook.com/nxtbooks/outdoorretailer/2020winter
https://www.nxtbook.com/nxtbooks/outdoorretailer/postshow_summer2019
https://www.nxtbook.com/nxtbooks/outdoorretailer/day3_summer2019
https://www.nxtbook.com/nxtbooks/outdoorretailer/day2_summer2019
https://www.nxtbook.com/nxtbooks/outdoorretailer/day1_summer2019
https://www.nxtbook.com/nxtbooks/outdoorretailer/preshow_summer2019
https://www.nxtbook.com/nxtbooks/outdoorretailer/2019summer
https://www.nxtbook.com/nxtbooks/outdoorretailer/postshow2019
https://www.nxtbook.com/nxtbooks/outdoorretailer/daily2019_day3
https://www.nxtbook.com/nxtbooks/outdoorretailer/daily2019_day2
https://www.nxtbook.com/nxtbooks/outdoorretailer/daily2019_day1
https://www.nxtbook.com/nxtbooks/outdoorretailer/preshow2019
https://www.nxtbook.com/nxtbooks/outdoorretailer/2019winter
https://www.nxtbook.com/nxtbooks/outdoorretailer/2018summer
https://www.nxtbook.com/nxtbooks/outdoorretailer/2018winter
https://www.nxtbook.com/nxtbooks/outdoorretailer/201707
https://www.nxtbook.com/nxtbooks/outdoorretailer/2017summer
https://www.nxtbook.com/nxtbooks/outdoorretailer/2017winter
https://www.nxtbook.com/nxtbooks/outdoorretailer/2016summer
https://www.nxtbook.com/nxtbooks/outdoorretailer/2016winter
https://www.nxtbookmedia.com