keep central shelving at counter-height to give your retail space an airy feel.
1. Aange Your Space
Deliberately
do you want them to feel? How do consider how they merchandise their
you and your staff make them feel? products; try to glean insights into
First, you must find and create a what might translate for you. In
There are many ways to look at a feeling that is right for you, the space cosmetics, one of the most successful
retail space and, broadly, the retail available and your business. companies out there is Sephora. Did
experience. However, I think the most
To create your ideal feeling, think
you know that one of the most
important consideration to start with about what you can improve on. It’s profitable parts of their store is the
is what the customer sees from the always good to have a model of sorts, checkout queue? As you wait to check
moment they walk into your retail too: find someone who already has a out, they surround you with ‘impulse’
environment. look and feel that you like, then use items, travel-sized products and
I have had the good fortune to be
that as a jumping off point. It’s also a samples to buy, all at a low cost.
mentored by one of the all-time good idea to ask a friend or two for They also have beauty consultants
greats in the beauty business, John their ideas. Who do you know that is cross trained in all products ready to
Lesniak, director of field operations successful in retail? What are they demonstrate products and answer
for Lancome. He once shared with me doing that makes them successful? questions. Another good model for
this timeless adage: “merchandise Visit their operations and ask about successful merchandising in the
like a millionaire, and you will what is working for them. beauty and cosmetics industry is Blue
become one.”
What he means is that customers
Don’t be afraid to take ideas from
Mercury. They’ve done an amazing
outside the spa industry and apply job in their retailing concepts and
them to your space. This will help you layouts. I am not saying to make
therefore, if you merchandise like stay fresh and creative in your your retail area look exactly like any
you’re a millionaire, you’ll create an approach. of those environments, but there is a
are seeking a luxury experience;
environment that appeals to
customers. Moving beyond this tenet,
ask yourself the following questions
to help guide the creation of your
lot you can learn from observing
2. Foow Principles of
Gd Merchandising
what other successful companies are
doing.
Let’s take a look at a Blue Mercury
retail space. From the moment your Apple has the highest grossing dollar location in Santa Monica, California,
customer walks into your retail per square foot store revenues in the pictured on the following page, and
environment, how do they feel? How world. Why? Visit an Apple store and analyze what exactly it is that they’re
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