The customer walks in, sees the goods, makes the decision, pays for the purchase and arranges for delivery.
Simple?
Not really. The gap between seeing the goods and making the decision to buy is where merchandising comes in. Presentation is everything — and being intentional can make the difference in making the sale.
A spot-check of outdoor furniture retailers shows that there are a number of different methods that are used to attract the customer, from moving items around the showroom so that displays look different from one week to the next, to using a large showroom to its best advantage, to arranging outdoor furniture as it would appear in a customer’s home.
Cathy Buzbee, co-owner of Absco Fireplace & Patio in Birmingham, Alabama, says that she is mainly pulling in product from outside areas to inside the store to fill in empty spaces.
Buzbee did say that paying careful attention to merchandising is more important today than ever.
“My store managers do an amazing job at merchandising,” says Buzbee. “I am very lucky to have these two amazing women who have been with me for 22 years each. Merchandising is their passion.”
She said that appearances count.
“We try to make our store fun and interesting,” she says. “We make everything look inviting with knickknacks, pictures, pillows, signs, etc. Our customers love to come in just to look at all the cool stuff we have around.”
Jake Pickel, assistant vice president of sales for Johnny Janosik World of Furniture & Mattresses in Laurel, Delaware, says that he uses the floor space that he has available to him.
“Fortunately, we have large stores,” Pickel says. “The largest is 180,000 square feet — it’s not all outdoor furniture. Because of this, we can show a variety of items and price points from top to bottom. I tend to show complete collections of dining and seating with firepits to help grow the average sale. Consumers buy how you display.”
Pickel says he has always believed that merchandising has value.
“I believe it’s always been important,” he says. “You need to give your customers ideas. Show them the new trends and color palettes for each season but don’t get away from the meat and potatoes either.”
Any advice for merchandising?
“Get back to the basics of retail,” says Pickel. “Know your customer and cater to their needs.”
Olivia Smith, part owner of Custom Outdoor Furniture & Restrapping in Myrtle Beach, South Carolina, says that she likes to display the furniture as it would appear in a customer’s home.
“We stage the displays with artificial food and drink, which is always sure to grab the customer’s attention,” she says.
Smith says that merchandising remains important, in part because of what is being told.
“Good merchandising keeps the customer coming back because luxury purchases are still experience-driven,” says Smith.
Is there anything that can be done to enhance the buying experience? “Target the senses: Make it smell good, look good, feel good and sound good with nice music,” Smith says.
