How retailers present the goods, from the moment the customer walks into the store, has always mattered. And now, going into an outdoor selling season that appears considerably calmer than it has in several years, it matters more than it ever has.
A spot-check of outdoor retailers shows that those who are successful approach merchandising in a proactive, intentional manner, from making big or small changes to the showroom or by showing potential customers, upfront, what they can expect to spend.
Jeffrey D. Harris, CEO and president of Furnitureland South in Jamestown, North Carolina, says he recently renovated the entire outdoor furniture space for the world’s largest furniture store.
“We are constantly updating to keep things fresh, not only by buying product but by working with brands to come out with new samples and by continuing to invest in the display, to change out the floor and wall colors. We are investing in outdoor rugs, lighting and accessories so we can get the whole home feel,” Harris says.
Harris adds that his team has done a good job of finding ancillary products that add to the outdoor experience — and can thus use creativity to show customers what’s possible in their own homes.
“We believe in that in-store experience and we believe in the online experience,” says Harris. “One of our goals is to take that online experience and wow them, inspire them and show them what their space can look like. When they come into the store, we want that to be a seamless transition between the online and the in-store experience. We believe that experience is what sets our company apart from a lot of retailers.”
For retailers who want to do a better job of merchandising, Harris says start out by minding who you associate with.
“I think it is so important with vendor partners that you forge those relationships with,” Harris says. “We have always done our research to partner up with the best brands that bring stylish products to market and on-time delivery and post-sale support. That is the biggest tip I can give anyone: to choose your business partners wisely.”
Judy Miller, president of Outback Patio Furnishings, which has locations in Marble Falls and Kerrville, Texas, says that she works often on merchandising both online and in person.
“We are decorating the showroom to show off furniture better,” says Miller. “We have continued to keep it nicely appointed. One thing we have done is that we have gone deeper with throw pillows because so much is neutral. It gives them an option, rather than them settling by going with neutral colors.”
She adds that she urges customers to imagine what the furniture will look like at their homes.
“It is important — you’ve got to make them feel that it is beautiful and will make their patio beautiful as well,” Miller says.
Making customers believe is a big part of success.
“Ask them — look at what you have — you are going to have to buy some accessories,” Miller says. “Dishes are a big part of creating a setting to make it be believable in their homes. You have got to find a way to get them to imagine that piece on their patio.”
London Wood, a buyer for Las Vegas-based Walker Furniture, says her store likes to make certain customers know what they are getting.
“We like to make sure we show all price points for customers on the main walk path through the showroom to appeal to everyone,” says Wood. “Price points seem more important than ever, along with more designer looks.”
Merchandising, while always important, is more important now than ever before, says Wood.
“With less traffic, you always have to make sure to always put your best foot forward,” she says.
Any advice for other retailers?
“It’s important to keep the floor fresh, so moving around older goods if you don’t have new product coming in always helps make a difference,” Wood says.
