Read Now Visual Merchandising: The Art of Making the Most of Your Selling Space (Top Retailers Series Book 1) Kindle
Visual merchandising has a specific goal: maximizing sales and thus increasing profits. The author guides you step by step in identifying the most effective strategies to achieve merchandising that sells. ABOUT THE AUTHORIn over 25 years of consulting, Camille D. Roberge has analyzed and improved the layout and displays of more than 1500 stores, for both independent retailers and national chains. Thanks to his advice, his clients have increased sales by 5 to 31 percent on average. He is also an experienced speaker and an accomplished trainer: over 350 000 people have benefited from the more than 2000 workshops and talks he has given all over North America. In this book, he shares his considerable expertise with you. TOP RETAILERS SERIES"Visual Merchandising - The Art of Making the Most of Your Selling Space" is part of the "Top Retailers Series". We offer a great variety of books on retailing in French and English. Simply search on Amazon for "Top Retailers Series" or "Collection Top Commerce".CONTENTSCHAPTER 1 – THE COMPANY MISSIONYou will learn how the workings of the human brain influence the purchasing process and to what extent customers act on their extremely sensitive emotional memory of personal experiences. You will become better able to identify not only their needs but also the thoughts and emotions behind those needs. Once you have explored these points, you will be able to pinpoint the motivations driving your customers’ purchases and organize your merchandising to suit your clientele. CHAPTER 2 – THE IMPORTANCE OF SIGHTSight is responsible for 90 percent of consumer impulses. Consequently, every time you place a product in your store, no matter where, you must ask yourself one vital question: Can customers see it? CHAPTER 3 – LEVELS FOR SELLINGThree levels are generally recognized as favourable for sales: eye level, hand level, and knee level. Each height is important in its own way, but the level with the greatest impact is eye level. Changing levels will certainly affect the visibility of products and, therefore, their sales. CHAPTER 4 – DYNAMIC DISPLAYSYou will learn about several display models that boost sales. They have all been tested and, depending on the product line you choose to promote, they will assure excellent results. CHAPTER 5 – CUSTOMER TRAFFIC FLOWYou may realize that people visit only a small part of your sales area. However, since you pay rent and maintenance for the entire area of your store, it would be preferable to make every square foot as profitable as possible. You will learn that it is possible to plan your store layout so that most consumers visit the entire sales area. CHAPTER 6 – LOGICAL ARRANGEMENTSArrangements involve every aspect of customers’ shopping experience: store layout, decorating, lighting, music, colours, and displays. This chapter deals with the physical appeal of your store space. CHAPTER 7 – WINDOW DISPLAYSThe goal of a store window has always been to attract customers into the store by catching their attention with a striking display. However, different rules apply depending on your store location – on or off a commercial artery or in a shopping centre. This chapter presents guidelines to arranging irresistible window displays. CHAPTER 8 – FINISHING TOUCHESFinishing touches include all those details that go into making every part of your store memorable – each section, each shelf, each end-cap. You will learn that adding finishing touches means thinking about flowers, balloons, decorative items, posters, and lighting, to create a welcoming ambiance in your store and encourage customers to spend.
