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Beyond your Lake Front Property
Now, let’s talk about the other important things to consider:
• Fixturing - Fixturing adds to the ambiance of your sales floor but it should never be the focal point—good fixtures let the merchandise stand out. You need basic fixturing such as wall units and shelving to maximize dollars per square foot, and specialty fixturing for feature displays such as speed bumps. You will need a minimum of 3 feet in between fixtures; if customers can’t shop comfortably they aren’t likely to stay.
• Sight Lines - A good rule is to place shorter fixtures near the front of the store and taller fixtures toward the rear. This allows shoppers standing near the front to see through your sales floor, drawing them to the various areas of the store.
Increase your
Shelf Esteem
There are two ways to merchandise product on shelves: horizontally and vertically.
• Horizontal Merchandising –
product displayed horizontally makes it harder for customers to easily see your product selection. Let's say you have a 4-foot section of slatwall with four shelves, and you have four different products to display in this space. If you choose a horizontal presentation, placing just one type of product per shelf, then you limit the items shoppers see as they scan a shelf. If they only glance at the second shelf, they only see that particular product.
• Vertical Merchandising – displaying product in a vertical row that spans several shelves is a better choice. Vertical lines expose customers to a greater variety of your product assortment at any eye level. Vertical merchandising subconsciously forces shoppers to look up and down as well as forward, causing them to see more.
• Closely related is Visual Curve Merchandising, the use of slanted shelves or waterfall brackets, to increase the amount of product the customer sees in just one glance. Without realizing it, the visual curve forces the shopper to look up and down at the product as well as forward.
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