Hardware Retailing

FEB 2018

Hardware Retailing magazine is the pre-eminent how-to management magazine for small business owners and managers in the home improvement retailing industry.

Issue link: https://hardwareretailing.epubxp.com/i/931868

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Page 90 of 112

HARDWARE RETAILING | February 2018 82 Showtime for Endcaps I magine for a moment that each of the various types of merchandising around your store have their own personalities. The regular runs of gondolas are the quiet, dependable hard workers who pull in a steady income, day after day. Those impulse displays by the registers are the visionaries, daring your customers to try something new. Endcaps are the divas. They thrive in the spotlight. They're flashy, fun-loving and want to live in the moment. Personality aside, endcaps function best when you give them a lot of attention. If you're simply using them as the catchall place for the stuff you don't have room for somewhere else or if you don't have any strategy for how you're using them, you may be wasting one of your most valuable pieces of in-store real estate. Endcaps need to be unique. They need to grab the eyes of every customer who walks into the store. Much like real-life divas, they need to be perfectly dressed and captivate their audience with a flawless performance. Hardware Retailing editors scoured their photo files to find real-life examples of well-constructed endcaps. Use these ideas both to inspire your creativity and refine your skills to create some real showstoppers. Finally, as you're setting up your endcaps, consider this. While endcaps often sell themselves, employees who know how to work the crowd can sell more. Because the items on endcaps may generate a lot of interest, make sure all employees are properly trained to sell them. To start, you might want to take time during an employee meeting to review all of the endcaps items you'll be featuring that month. Review product knowledge on featured items and all appropriate add-on sales. To learn more about how profitable endcaps and other types of displays can be for your business, review NRHA's Merchandising for Profit Study, available at TheRedT.com/merch-for-profit. By Jesse Carleton, jcarleton@nrha.org Merchandising: Endcaps 8 Ways You Can Build World-Class Merchandising

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