Page 155 - DMGT550_RETAIL_MANAGEMENT

Retail Management

Notes shopping cart page or through a pop-up. Nowadays, many Internet users block pop-ups,
so an ad placed on the actual web page may be a better option.
Cross merchandising is a viable merchandising solution for e-commerce stores. Choose a method
that is suited to your unique situation. Grouping merchandise is similar to suggestive selling
without the verbal aspect. Customers tend to spend more money when cross merchandise
presentation strategies are used.

Figure 9.2: Cross Merchandising in a Retail Store

Source: flickr.com

9.5 Merchandise Presentation

View the merchandise presentation from a customer’s perspective. This can be difficult, because
of the hard work that one puts into creating the presentation. Consider a few points:
1. Do the merchandise groupings make sense? Are the products related?
2. Does the presentation enable you to view each item? Do you know exactly what each
presentation is offering? Does each set include product details?
3. Are the merchandise presentations attractive, logical, and themed?
Use the answers to each of the questions above to determine if your merchandise presentation
is both logical and attractive. The presentation should grab your attention and hold it; it should
make you want to know more about the products. How well did you do? Don’t worry; you can
always change you presentations. In fact, change is necessary as product inventory fluctuates,
seasons change, and promotional events rotate. Change is great, because it keeps the customer
excited about your products.

9.5.1 Successful Merchandise Display

Trudy Ralston and Eric Foster, authors of How to Display It: A Practical Guide to Professional
Merchandise Display, cited several key components of successful merchandise display that are
particularly relevant for small business owners. First, displays should be economical, utilizing
only space, materials, and products that are already available. Second, displays should be versatile,
able to “fit almost anywhere, exhibit almost any merchandise, and convey almost any message.
Finally, displays have to be effective. The ideal display, said Ralston and Foster, “is readily
visible to any passerby and [should be arranged so that] there is no time or space lag between
when a potential buyer sees the design and when he or she can react to it. [The ideal display] also

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