The £1,000,000 Merchandiser

Here are three things to look for:

1. Making a statement:

Big retailers know subtlety is not great way to maximize sales! You’ll find that when you enter your favourite store there is no question that “things are for sale here”. That does not mean things need to be tacky however. You can still maintain a great aesthetic while letting people know you are serious about retailing. Ask yourself what your salon says to clients when they walk in.

2. Mass merchandising:

You will probably find that major retailers stock plenty of products on the shelf. The reason for this is that, psychologically, shoppers will more readily pick up one product of six deep than one product of two deep. Many shoppers are also unwilling to buy “the last one”. Many salons make the mistake of merchandising products more like museum pieces than items for sale. This keeps clients from picking them up and taking them home.

3. Constant change:

If you frequent a clothing chain at least on a monthly basis you will notice something very important: change. If it’s been a while since you have been in, you will see that things are not where they were on your last visit. All those sales clerks aren’t just refolding and moving everything constantly just to keep busy. The experts know that if they don’t keep changing the environment the merchandise will become “invisible” to customers.  
This is the same phenomenon as when you commute to and from the same workplace everyday. The route soon becomes invisible to you.  You don’t remember traffic lights or Underground stops or what you saw along the way. By being so familiar, your surroundings fade away in your mind.
The same holds true in salons. If your products are always in the same place, displayed in the same way, month after month, they will become invisible to your clients. As most clients are on a six-week cycle, changing up your displays every six weeks will keep your customers interested and your products top of mind.

There is so much more to learn on your journey to becoming your own expert £1,000,000 Merchandiser. Keep your eyes and mind open while shopping and, even if you don’t spend money, you’ll leave each store with a priceless education.

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