For sales success, retailers must find a way to combine what they have to sell with how they sell it.
A spot-check of outdoor furnishings retailers shows that they vary in their approach, from the idea of abandoning any notion of seasons, of showing as much product as you can in the space you have to show it, to changing up the merchandise on the sales floor to drive repeat business.
Eli Hymer, buyer for Gasper Home & Garden Showplace in Richboro, Pennsylvania, said that because of the lingering effects of the pandemic, his store is selling year-round more than it ever did.
“Being in the Northeast, we are more and more year-round because of the delays (in shipping) and everything,” said Hymer. “We are no longer a seasonal store; we are now 12 months a year.”
Hymer said that he makes merchandising a priority.
“Merchandising and separating yourself from others is more important than ever,” he said. “We try to make it an experience. We give them an experience that big-box stores never give them, the support and the selection. If they see the value in that, they will pay a better price for merchandise. They can see the difference in merchandising and also in the whole presentation.”
Any tips?
“I have been doing this for 38 years and each day, I learn something new,” said Hymer. “I have learned that no two days are the same, no two customers are the same, no two sales are the same. You have to be able to pivot and go from one thing to another. With tariffs and surcharges and freight charges, you have to be observant. Be careful and separate yourself (from the competition.) I can say that I think I am doing the right thing but ask me next year. I try to learn from my mistakes, and I do make mistakes.”
Susan Kiley, owner of Bay Breeze Patio in Miramar Beach, Florida, said that her store would not be considered “Store Beautiful.”
“We have very little space, so we do not merchandise sets,” she said. “My goal is to show as many different products as possible, since I usually have more of a group in my warehouse. I am sure that is the wrong way to do it, but it works for us. … We do what we can to make our store as inviting as possible.”
Rob Decker, sales manager for Outdoor Elegance Patio Design Center in La Verne, California, said that his showroom doesn’t stay the same for long.
“We continuously move furniture around our showroom so that our displays always look fresh for repeat customers,” said Decker. “We are always getting in new product so you will also find a continuous rotation of different items showing on our floor.”
Decker said the quality of merchandising must be consistent with the quality of the product.
“With the quality and caliber of the product we carry, it needs to be displayed and showcased accordingly,” said Decker. “Customers are very visual and they want to be able to picture these pieces in their own yard. By staging things accordingly, it allows them to do so.”
Decker said there’s a simple solution for retailers who want to do a better job at merchandising.
“Accessorize!” he said. “Use outdoor area rugs to help define spaces and create vignettes.”
