12 November 2014 Business Planning Guide www.greenmediaonline.com
Merchandising
Maximize your Merchandising
— In Store and Beyond
Pretend 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dusty shelves, an empty showroom, outdated signs promoting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 whole other ballgame. To be of the
most help, your point-of-purchase (POP) materials should show
that the products you're selling identify a problem that customers
have and that a specific product will solve that problem. This kind
of top-notch merchandising, done correctly, can point customers
in the right direction when they are visiting a dealership.
■ by carissa gingras
White Lake Nursery in Whitehall, Mich.
