So much of bricks and mortar merchandising is about the products we sell. We vehemently believe we have to have a lot of them. We have to have more than that other company If we have some empty space, we find something to fill it ASAP. Imagine a pawn shop case versus a product presentation at Tiffany. The product quality could very well be the same but the presentations are so very different.
Why do we do this?? Is more really better? Is there to be no place for the customer’s eye to rest and download all these products?
It is no wonder that people will continually buy the same products over and over. With such an onslaught of products we are not able to notice something new, something that might be better for me and my needs.
We have grown so used to going to the store to buy, not shop; we get just what is on our list and get out. Never thinking to see what might be new and interesting.
Instead of working to make sure every little space is drenched in product, why not focus on improving the presentations of what sells and where we make more margin. Big brands are nice but I think making money is better.
Why not incorporate an interactive screen where customers can swipe to see what is new in the store? Why not mark new products where they sit on the shelf? The combination of the two will let customers know that you are the source for what is new and innovative.
Anybody can show a lot and sell, sell, sell, play the price game and hope to survive on razor-thin margins. If you work to tell your story and help you customers discover new products, you will set your store apart and above. Your store will be THE source for product and information. The brand that attracts customers that are looking for new, better and different.
These customers will pay a bit more for finding the new, the unique, the cool products…not the same old, same old.
Jeffrey Valles 