Connect with us

Columns

How 3 Lines Can Turn You Into a Merchandising Pro

Anyone can create great window displays.

mm

Published

on

At left, a basic pyramid of dog food bags. Note the additional bags serving as risers. At right, black and white is always impactful and says “fashion.” A scratching post makes a great framework for displaying product.

This story was originally published in the January 2018 edition of PETS+.

IT DOESN’T TAKE a professional visual person to do great window and in-store displays. The reality is, anyone can do it. Visual people all follow the same guidelines, which is how they’re able to do great displays in very little time. You can make professional level displays yourself, if you just learn some of the basic rules.

With the exception of apparel, all merchandise visual is based on the “pyramid concept.” Pyramids are used in windows, on tables and valances.

Arrange three pieces of product in a tiered configuration, with each item at a different level. This is your pyramid; a tall central element with a two of three shorter items around it. The buildup has height and brings the display closer to eye level. This is just the start, as you’ll add additional items later to fill out the display. But it’s always the pyramid configuration you’re going for.

A display needs to read from a distance. Itsy-bitsy items create clutter, and aren’t visually compelling. They can be used however, if they are used in quantity — multiples create a larger visual presence. You can also use risers to increase the height of a product. Simple risers are available from retail supply companies. You can also use common items to serve the same purpose. Crates and baskets are good choices, as are wrapped boxes. But keep it simple. You want the risers to be neutral, and not fighting for attention themselves.

Add two or three items to the original three. These will fill out the display. The fewer items you have, the more impactful the message will be. The key here is focus: Don’t add anything that isn’t right on message.

Advertisement

It’s OK to leave empty space on a display table or in a window. Empty space is not wasted space; it’s a frame for your display. It also makes the product and store look organized and clean.

Always keep in mind that a display needs to tell a story. The idea or concept is what makes impact. Cleverly combining various items also promotes add-on purchases.

Here are some concepts for displays:

Valentine’s Day. This can be set up right after the new year. Although it seems early, Valentine’s is really about love, and not a specific day. Suspend cut-out hearts above your display. But you want to keep it simple and use three to five hearts maximum.

Think Pink. Pull together pink items from different departments; collars, beds, and apparel. Use watering cans as props. Make this your spring statement.

Senior Pets. Combine products for older animals like special foods, supplements and comfy beds. Perhaps a bed full of supplements!

Advertisement

“Cats and fish” or “dogs and cats.” Pick up some plush animals from the local toy store to clearly define the characters involved. What about a plush cat looking into an aquarium?

Winter. A great way to sell coats and sweaters is to combine them with artificial snow, and maybe a little prop pine tree.

An impactful display is as much about marketing as merchandising. It’s about lifestyle, and a place to make product shine, whether it’s seasonal items, or new arrivals. And it’s a dramatic way to communicate with your customers. Make each visit to your store fresh and exciting.

Tom Crossman has designed entertainment centers and retail stores for FAO Schwarz, Dollywood and Toys ‘R’ Us. He was a featured speaker at Global Pet Expo in 2018. His work can be seen at tomcrossman.com, and he can be reached at tom@tomcrossman.com.

Advertisement

JIM ACKERMAN

Things Are Looking Good in the Pet Business … but Don’t Get Too Comfortable

PETS+'s marketing guru just wants to remind you that eventually, the upswing will become a downturn. When that happens, will you be ready?

Promoted Headlines

Want more PETS+? Subscribe to our newsletter.

Comment

Editor's Note

Our Resolutions Include a New Look

With the launch of a new website and a refreshed design, we’re ready for 2019.

mm

Published

on

NEW YEAR, NEW LOOK. You may notice the results of our own New Year’s resolution in the following pages. We have refreshed and updated the design of PETS+ in order to make our business-building advice even easier to consume and digest. (We like to think of ourselves as pet business nutritionists!)

Look out for new bells and whistles, like “Favorite Sellers” on our Products+ cover (page 13), in which we ask Brain Squad members what one product they find themselves recommending over and over again. We want readers to have the ability to give a shout out to those companies that not only manufacture great products for independent pet businesses but that also stand behind, even partner with, small businesses, recognizing how important they are to pet-owning consumers.

In our new design, you will see a lot more mentions of our companion website, petsplusmag.com — one of our other New Year’s resolution projects. If you haven’t been to our website in the past few weeks, you’re in for a surprise: We redesigned and rebuilt it from the ground up. You’ll find a vibrant, easy-to-navigate homepage, complete with news, favorite magazine features, photo galleries and educational videos. You’ll also find extra content we just didn’t have room for in the pages of PETS+.

And while it’s great that it’s so easy to search and navigate on a desktop computer, just wait until you try it on your mobile device. It’s going to give your kids another reason to remind you: No phones at the dinner table!
Advertisement

We’re excited about the projects we have in store for the new year, and we’re encouraged to hear bullish predictions from our readers. Be sure to read some of those — and the overflow online — on page 8.

Best wishes for your business,
 
ralf signature

Ralf Kircher
Editor-in-Chief, Pets+
ralf@petsplusmag.com

Five Great Tips From This Issue You Can Do Today

  1. Scour Craigslist for a real bakery case for your decorated biscuits. (Hot Sellers, page 14)
  2. Offer a seasonally themed scent-of-the-month spa package. (Hot Sellers, page 14)
  3. Buy discounted holiday cards now to send to your best customers in December. (The Big Story, page 25)
  4. Host a clearance sale with a “detox” theme. (The Big Story, page 25)
  5. Help your customers achieve their pets’ resolutions with a free weigh station. (Tip Sheet, page 38)

Continue Reading

Shawna Schuh

Keep Score. Are You Missing a Big Piece of the Business Puzzle?

When you keep track or keep score, you have so much you can do with that information.

Published

on

IS TRACKING YOUR PROGRESS a missing piece of your business puzzle?

Vince Lombardi once said: “If it doesn’t matter who wins or loses, then why do they keep score?

When you keep track or keep score, you have so much you can do with that information:

1. Know how far you’ve come

One of my business coaches pointed out how often we are focused on the future, and so we miss celebrating how far we’ve come. When you track your progress it’s easier to say, “Wow! We’ve come this far, let’s keep going!”

2. Know if you are winning and by how much

We wouldn’t watch basketball, baseball, or any of the ball sports if two teams were simply playing for fun. We want to know who is the stronger, better or luckier team that day, and we know there is an ending point. We stay to see who won, by how much and how each team acts afterwards. When you keep track of your results, you know where you are and when.
Advertisement

3. Tweak your actions to shift and improve your results

When you track things, patterns emerge. As a coach that’s one of my jobs: to note my clients’ patterns and tweak to improve results. When you track your progress and results, you are giving yourself the gift of seeing what is working and tweaking or eliminating what isn’t.

4. Celebrate along the way

This is something I missed when I was starting out, and it cost me some team members. I was too focused on the doing, going, getting-it-done attitude, and so I didn’t stop and recognize some of the milestones that would have given me and the team a break, a bigger reason to keep going and a way to create culture. Like dog training, when you recognize and praise the right actions, you get more of them.

5. Teach it down and out

When you track your efforts and results, you have the opportunity during the review of those efforts and results to teach, to demonstrate, or to ask for a lesson in how it worked and how to repeat it. “Show me how you got this result” is a powerful request for when it’s going well and when it isn’t.

If we don’t track what was done, it’s all a mystery. You’re planning or buying or reacting in a void. Are you willing to live in the dark this year?

Continue Reading

Columns

A Written Manual Helps Maintain Your Branding Throughout Your Business

Absence of this might be one of the reasons for a drop in a store’s sales.

mm

Published

on

ONE OF THE BEST WAYS to guarantee that your employees maintain the look and feel of your store is a custom visual standards manual, or CVSM. Such a manual details how a store should look and how to keep it looking that way. A good manual allows room for change and teaches employees how to be creative while staying within the boundaries of the business’s image and brand.

Visual standards include everything that can be seen as you drive or walk up to, into and through a business. It includes: lighting, signage, flooring, surface materials, fixtures, merchandising, displays, focal areas, aisles, wrap desks, daily maintenance, safety standards, back room standards, washroom standards and office standards.

Each person has his or her own style of creativity. Some of those creative endeavors may not exactly be in keeping with your image. A standards manual clarifies your image and gives clear direction and boundaries to the various styles and quality of individual creativity and expression.

If a chain of pet stores (of any size) has an image that requires presentation standards, or you are recreating your image, a manual is one of the first steps to making this transition happen consistently.

How to develop a CVSM:

1. Assign this job to one or two people who have a clear understanding of your visual merchandising, fixtures, signage, store design direction, and overall brand and image. If you choose two people, consider one in marketing and one in operations. Or, hire someone from the outside with CVSM and pet store experience.

2. Develop an outline for the manual. Add a chapter for each area of your store. You’ll be describing the fixtures in each area and how to merchandise each one. Add chapters on non-selling spaces, lighting, signage and safety.

3. Take a ton of photos. Before and after shots of merchandise presentation and displays are especially valuable and great teaching tools.

4. Determine what final format will work best for your employees and stores: a loose-leaf book, a bound printed manual, a webinar in several parts, or a training movie. In each case, you may consider a quiz after each section to make sure your employees actually looked at the CVSM. Flexibility for changes is important so plan that into your format.

5. Have company-wide meetings and introduce the manual either in a seminar or hand it out to each person. If it’s in digital format, give everyone the link, and let them know when they will be quizzed on the book. That’s pretty much the only way they’ll look at it all the way through.

Rather than just stating rules, explain why the rule exists and why it’s necessary. Pare down the information so it’s a good mix of photos and copy. People today are used to reading bullet points and listening to sound bites. Less is more, and a picture is worth 1,000 words.

The ultimate purpose of producing a CVSM is to have a standard that all employees are required to live up to on a daily basis. If one store is falling down in sales, one of the most easily observable issues may be the visual presentation.

Consider a CVSM even if you have only one location. It will help your business stay attractive, neat, clean and welcoming. All this will reflect on your sales and service in a positive way.

Continue Reading

Most Popular