How things look in a store when customers walk in may make a difference in how they look when they leave — with either furniture to load into their vehicle, or with an appointment for a furniture delivery to their home in a few days.
A spot-check of outdoor retailers shows that success in sales, especially in this economy, is directly related to the effort put into merchandising, whether subtle or dramatic.
But Garrett Wallace, vice president of sales for Yard Art Patio & Fireplace in Plano, Texas, says that he isn’t doing anything differently, other than simplifying his approach.
“We are buying pillows from only one or two manufacturers, and we are displaying the same across all locations,” says Wallace. “We work hard on constantly moving the floor around so it can have a fresh look all the time, but these are things we have done for several years now.”
Wallace says that, overall, merchandising is as important today as it was 10 years ago.
“Nothing has changed on that front,” he says.
He did say that constantly changing the sales floor can prompt sales through the element of surprise.
“The big thing for us, is the constant change,” says Wallace. “This way, the customer that came in last week gets that jolt of ‘OMG, where is the set I wanted to look at again? Did they sell it? Did I lose out?’ Then once they find it or talk to a salesperson (the thing we all want), it makes them ready to buy because they don’t want to lose it again.
Bob Blanchard of Saltwater Porch & Patio on St. Simons Island in Georgia says that he has been working on incorporating a second location, so merchandising has taken a back seat.
“While we agree that having a well-merchandised store is important, our lack of focus on it has not affected sales,” says Blanchard. “Now, the flip side of that is we do not have customers that come in and wander around without being greeted or engaged in a conversation. Everyone who comes in is treated as a client in need of something we have.
If retailers are having problems with merchandising, Blanchard suggests one-on-one contact.
“Focus on customer service instead,” he says. “If customers are engaged and talking with you, they are much less concerned that the pillow display isn’t perfect.
Chris Nordhoff, corporate visual director and senior buyer for Indianapolis-based Kittle’s Furniture, said that each year, Kittle’s displays vendors in a fresh new area of the outdoor gallery — and places unique and value-priced items at key sight lines.
Currently, Kittle’s plans to sample more Polywood SKUs because the recycled category is still popular.
“From Polywood, we are now offering dining in both high and low, seating as sofas/loves as well as modular sectionals,” says Nordhoff. “In addition, we have several different styles of Adirondacks, gliders and rockers.
Nordhoff says that retailers need to engage the shopper quickly, coupled with engagement from a sales consultant to displays that wow them
“Stop them in their tracks,” says Nordhoff.
To do a better job of merchandising, Nordhoff suggests visiting other outdoor retailers for inspiration.
“Ask your key vendors which of their accounts does a great job of merchandising and then reach out to that vendor for input,” Nordhoff says.
