There’s a real art to stacking stuff. Just to put this
into context I’m taking about merchandising products in a shop, and this doesn’t
mean pile it high and sell it cheap. In
fact just because it’s piled high doesn’t necessary mean cheap! Some products look more appealing stacked in
piles while others need space to show off their aesthetic appeal.
It’s not too difficult to pick out the sort of products
that will sell more if they are placed in greater numbers. So how do you
merchandise your chosen products to increase sales? Well, firstly you’ve got to think about your
customers and how they shop. The finished display has to be ‘shoppable’, it has
to make the customer feel comfortable, make them want to linger and touch so all
products need to be accessible to the customer making them easier to buy. Sounds easy enough doesn’t it but it’s surprising
how many retailers still make it difficult for customers to shop!
Of course, we also need some visual impact because this
draws the customer in. I often use the example of the fruit bowl to illustrate
what I mean about this. There’s nothing more tempting than seeing the fruit
bowl laden with fruit and if your household is anything like ours it soon goes
from overflowing to half empty. But after the initial surge the temptation to take
the fruit slows down considerably until eventually we’re left with an overripe banana
and a wrinkly orange. Merchandising product is not that different to the fruit
bowl you’ve got to keep it fully laden and remember it needs to look as good on
day six as it did on day one!
Stacking products is often a good way to merchandise
although it takes some skill. Done well
and with a bit of ingenuity it will create visual impact but in a more relaxed
way making the customer feel comfortable which will make them want to shop.
‘The
longer a shopper remains in a store the more he or she will buy and the amount of time
a shopper spends in a store depends on how comfortable the experience is.’ Paco
Underhill
shoppable stack
orderly stack
creative stack
structured stack
clever stack
informal stack
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