Layout, Display & Buying Tips to Grow Gift Shop Income

Miriam Works, Principal, Works Retail Consulting

The “Wow” Factor

What do other stores do that we can learn from?

The Big PictureLots of merchandise Not enough space

Sound familiar?

Store Design: Make It Pop!Light color walls & shelving

Pop of color adds interest

2 or 3 colors only

Adjustable shelving

More lighting = better sales

Store Layout: Go with the Flow

Create a “landing zone”

Shoppers go to right

Consider “product adjacencies”

Grab and go makes shopping easy for staff

Create areas for longer browse time

Store Layout: Safety, Security, & Sales

36” pathways

Display between 24” - 60”

No product on floor

Clear sight lines

Features80% of sales from 20% of products

Feature those 20%

Uneven numbers look best

Start with flashiest pieces

Work downward and forward

Risers help fit small space

Display Options

Organize by department: baby, gift, home décor, etc

Display Options

Integrate departments by cross merchandising

Tips for Impulse Products

Use bins, baskets, trays

Consistent containers

No tippy or worn containers

No shop worn or broken props

POP DisplaysBetter for vendor than buyer?

Invest in POP after line is proven

When sparse, refill if sales figures warrant

Or move it out

Jewelry Tips

Plain background or simple texture

Use pattern as accent

Prices -- easy to see but not cluttered

Windows

Change monthly Use color

Use large objects

Use imagination

Merchandise is star

Option Paralysis

Abundance is attractiveOver crowding is not

Overcrowded shelves

+ Many duplicates

= Indecisive shoppers

Edit, edit, edit!

Organized Displays

Shoppers view displays for 3 -10 seconds.

Keep displays “tight” and organized

Maintenance

Keep shop spotless

Replace product as it sells

Remove unused plate stands, risers and signs

Consistent angles: risers, plate stands, products

More Fussy Buttons Tips

Place price in consistent place

Primp and fluff

Face out books, boxed notes Rotate displays regularly—weekly is ideal  

Help Shoppers Make a Decision

Boost Awareness of Your Mission

Gift shop proceeds paid for six new wheelchairs for our

Elder Care program last year.

Offer a Reason to Choose Your Shop

Your purchase makes it possible for local kids to participate in

Overlake’s “Art for a Healthy Heart” program.

Show Volunteer Appreciation

Meet Angie, Karen and Eli: Our volunteers make the

Gift Gallery a friendly place to shop!

Ask Before You BuyWho will buy it? Why?

Where to display it?

What to display it with? Is it part of an existing story? Or a new story?

Focal point or supporting cast?

Make notes on order form

Have a Plan—a Merchandise Plan

Departments (Up to 12)

Department description

% of departments

Price spread

Mark up %

Organizes product selection, guides buying decisions

Buying Dos and Don’ts

Start small, build gradually

Watch for sales arc and decline

Always stock best sellers

New merchandise quarterly

Don’t go overboard on seasonal

Regular Reorders: A Buyer’s Secret Weapon

KIS--Keep in steady stock list

NORO—No reorder list

Assign detail oriented volunteers to track inventory on KIS products

Timely Mark Downs

Old merchandise:

Clogs stock room

Ties up inventory budget

Bores customers

Makes shop feel irrelevant

120 days old: Mark it down!

Donate, volunteer gifts or giveaways after 90 days

Finding the Right MerchandiseTrack sales for best, least sellers

Pay close attention to best sellers

Ask customers about favorite products and stores

Visit local stores for new products

Network, network, network!

Wrapping UpThank you for listening and sharing ideas about the art and science of store layout,

buying and display.

Resources

www.amac.com Boxes and bins

www.archcrown.com Price cubes and tags

www.cleardisplays.com Spinners and racks

www.grandandbenedicts.com Fixtures of all kinds

www.hubert.com Fixtures of all kinds

www.rings-things.com Jewelry display supplies

Our Services

New Store Design

Store Evaluation for Increased Profitability

Display and Buying Services

Retail Volunteer Program Consulting

Miriam Works, Principal, Works Retail Consulting

www.works-consulting.com

miriam@works-consulting.com

(206) 930-9629