| Merchandising
similar product together can create a dramatic impact, while quickly educating a customer
to the depth of product you carry within a given category. This type of merchandising
presents a visually clean image and makes the best use of the customers' time in your
store by making it easy to identify where the product is located. Displaying similar products together
in a window is called creating
an impact window. This
type of presentation is dramatic and creates an awareness of the variety of a particular
selection inside the store. For example:
- If you carry an extensive
line of mugs, you could create a dramatic presentation by simply stacking your product in
the window.
- A store like Williams Sonoma
might construct a display incorporating every variety of flavored vinegar they carry.
Placing similar products
together inside the store is called creating a shop interior, anchor area or niche. This is sometimes called creating a store within a
store. These areas are the basic building blocks of your store and this type of interior
organization is most commonly used by retailers. When you create an anchor area,
merchandise is usually placed together with similar product, brand, color or texture. For
instance, all of your lamps will be in one section, perhaps organized by brand, while all
of your stationery will be in another. This product grouping works especially well for
demand items. It allows your customers to quickly find what they are looking for and to
see the breadth of product you offer within any given category. You may want to create a
focal point which incorporates cross-mix merchandising within each area (See
"Cross-Mix Merchandising" in the next section of this guide).
Tip for Similar
Product Merchandising:
- If you receive a large
shipment of a product you plan to promote, creating an impact display by stacking that
product can not only promote the item but can also solve storage problems.
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