P
retend you're an interested customer looking for the latest
new lawn tractor. You stop by an independent outdoor
power equipment dealership and walk inside. What
do you see? If it's dusty shelves, an empty showroom,
outdated signs promoting last month's sales, or even
haphazardly hung banners, would you want to make a significant
purchase there? Customers expect an attractive and clean atmosphere
when they walk into a dealership, no matter its size or location. This
attention to detail signals quality service to consumers.
According to research carried out by Russell R. Mueller in May
2013, displays can increase sales in excess of 540 percent, and a well-
planned hot spot — like next to the register or near the front door
— can increase sales by 229 percent. With some simple merchandising,
a clean store and a well-stocked showroom, the customer-dealer
relationship can start off on the right foot and ultimately lead to sales.
Why merchandise?
At its most basic definition, merchandising can be anything that
contributes to a sale and usually refers to the variety of products
available for sale and the display of those products. Getting customers
into your store with sales, promotions and marketing is one thing, but
having them leave with a new purchase or a solution to a problem is a
MAXIMIZE YOUR
MERCHANDISING
Tips for merchandising in store and beyond
FEATURE STORY
By Carissa Gingras
OUTDOOR POWER EQUIPMENT w w w. o u t d o o r p o w e re q u i p m e n t . c o m
16
White Lake Nursery in Whitehall, Mich.
