Tips on Merchandising
December 2008
There is little doubt that December is all about merchandising. Due to the economic meltdown in many parts of the world, how we market may determine the difference between a successful year and a failure. More than ever for many businesses this December may be a make or break month. This year with gas and transportation prices at near record highs, the stock market reaching new lows and unemployment up, tourism has an ever more important role to play in helping a community’s economy. Merchandising is often confused with marketing but it is not marketing. Marketing is all about getting the customer or client to come into a store or place of business while merchandising is what happens once the person has decided to enter the premises. Because shopping plays such an important role in tourism, it is essential that all tourism professionals also know something about merchandising and work with local store owners and merchants. Often tourism professionals spend a great amount of money on research, creativity and money on marketing and very little on how they present their product or what happens after the visitor arrives on the scene. To help you with your Merchandising g needs here are some basic principles and ideas:
- Design displays with the consumer’s needs in mind. Incorporate into your displays articles and information that is useful rather than simply pretty. For example if you are merchandizing a brochure the rule is that In tourism, simple is better. Too many tourism items are so filled with information that in the end no one reads anything.
- Take the time to critique your place of business. For example analyze how you have arranged your store, visitor bureau, attraction or even school. What is the first thing that your customer or visitor sees? What type of ambiance have you created and does it match the product that you are selling? Is your entrance cluttered or too emotionally cold? How does your locale smell? Are there flowers in abundance or is the locale dirty?
- No matter what your product may be, put something out that attracts the eye. Often large and colorful items will attract customers allowing them to look at the surrounding merchandise. The key to good merchandising is creativity. If your merchandise or product is not presented in a positive light, the customer will ignore it. Detail and care are essential. Remember that this principle holds true not only for tangible products such as store goods but also intangible products, events and even education.
- Avoid clutter and develop themes. Too much is no good! If there is too much displayed or too many offerings the mind often gets confused. Pick a theme, make it clear, and allow people to see what you have without cluttering up their mind. Most people can focus on one thing without distractions but too many themes in one place create states of mental cacophony.
- Lighting should compliment your goal/theme rather than working against it. There is a time for every form of lighting. Think through what it is that you are trying to accomplish. Is your goal to make your merchandise easily seeable or are you seeking a romantic mood? Will the lighting impact the way your customers see themselves or you? Do your customers want to see what they’re buying or would they prefer a softer approach? Think through how you can use lighting to guide people to different places within a store, hotel or attraction.
- Make your holiday displays universal. In today’s multi-cultural world be wise enough to recognize different religions and holidays. Tourism is all about the celebration of the other, and seeks inclusively rather than exclusivity. Use the holiday displays to include as many groups of people as possible and as teaching and educational tools. Create displays with several holidays in mind. For example, you might use an ecology theme to promote holidays that often are not associated with that theme. Decorations that show the buyer a creative approach in displaying your product may also get the visitor not only to think about return trips, but also tell fiends and family about your locale.
- Design your displays so as to incorporate something or your or community’s personality. Unique displays become attractions in and of themselves and often add to the customer’s overall experience and sense that you care about him or her. Try to show in your displays that your customers/visitors are important to you. Design your displays carefully. Large items with rich colors seem to attract a lot of attention. Inspire the customer. If they see something they that appeals to them, there is a chance that they may want to duplicate it or they may bring a spouse into your place of business to view it.
- When designing displays chose your colors wisely and then use colors and more colors! Vibrant colors can save a display or create a memory. Even brochure racks or bookshelves can be turned into creative experiences with the use of a vibrant color. Use colors to liven up any scene. Choose colors that re-enforce your message. Thus school children learn best when the colors bring them to a sense of creativity, while hotel bedrooms may seek to use quieter colors that promote sleep. Adding colors does not need to be expensive. For example wrapping paper used behind a shelf can change the entire look of a display case.
- Remember that you can merchandise not only things, but also ideas, and concepts. Tourism is about ideas and the creation of memories. These products should also be merchandised with care. No matter what the tourism product, promote it in a variety of places, so that the idea seeks into the subconscious and the visitor remains in your locale for a longer period of time.
- Do not just sell something but also give something away. People love to receive something for nothing. Create open houses, have give-aways and turn being in your place of business not merely a shopping experience but an event. Souvenirs also act as free advertisements creating not only a word-of-mouth buzz but also act to encourage repeat business.
