Hardware Retailing

MAY 2018

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

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May 2018 | HARDWARE RETAILING 193 4 5 6 Make a scene. Big-box retailer IKEA is famous for its vignette displays showing the layout of an entire apartment. But this type of display doesn't have to take up a lot of space. IKEA also uses just a few items to create a scene, as shown here. It's a technique used frequently by building materials retailers, too. Show the products you're selling within the context of how they could be used together. By merchandising this way, you offer customers ideas they can take home. It also displays multiple items. For example, for a display of patio furniture, set the table with dishes from your housewares department, beverages from your snack aisle and flowers from your live goods area. Find destination items. If you sell greeting cards, take a cue from convenience drugstore chain Walgreens. This retailer realizes that many people purchasing a birthday card also want an easy gift, and gift cards are a popular choice. Placing a few gift cards alongside the greeting cards gives shoppers an instant gift idea and makes it easy for them to get everything they need at one spot. As you are developing your cross-merchandising strategy, start with the destination item, or where the customer is likely to go first. Then, consider the entire project that might surround that item and look for an inexpensive item that might go well with it. Even a small add-on sale can boost your store's average transaction size. Embellish pallet displays. Pallet displays in a wide aisle of the store are already guaranteed to catch shoppers' attention, so why not make the most of them? At the Buchheit chain of stores in Missouri and Illinois, a simple wooden frame holds a sidewinder, typically used on endcaps. These merchandisers can then be stocked with items that pair with the product on the pallet. They don't take up much space, either. Since pallet displays convey a low-priced image, shoppers may be more likely to add an extra item to their carts if they believe they are already saving money. This method is also a great way to promote new or related items from the same categogry.

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